Premium cigarette brand Dunhill has been relaunched following a two-year development, which has resulted in a new look and taste.
The modern and aspirational image is designed to appeal to 20-35-year-old premium-brand smokers.
Claire Doyle, head of brand at British American Tobacco, said: “Smokers’ attitudes at the premium end of the market are changing. They are seeking alternatives and they want a high quality product with a modern and desirable image, which new Dunhill now offers.”
As well as giving Dunhill a new image, BAT has also updated its blend. The Virginia blend now has elements of flue-cured Burley and Oriental tobacco to offer a “smoother, more flavoursome” taste.
The new range includes Dunhill International, which remains unchanged; Dunhill Red replaces King Size; Dunhill Blue replaces Filters; and a re-formulated Dunhill Menthol. Rrp is £4.99.
Supporting the launch will be pack inserts and onserts, a customer care helpline, trade marketing, and a dedicated field team to advise retailers on stock rotation.