Since classic advertising is forbidden in most countries, it has become most important to communicate with the customer via the packaging directly at the POS. Hence, Clubmaster has developed a new, modern design for their range in accordance with the latest market research data, to keep the brand up to date.

Market research
A sample of 280 smokers was interviewed. The questionnaire compared the old and the new design according to 16 criteria, such as look, appeal, attractiveness, quality, etc. The new design won in each criteria.

Other studies showed that the new design is perceived as more elegant, harmonic, enticing, and modern as the old design. Of the questioned sample, 44% voted the new Clubmaster design as their favorite compared to designs of other cigarillo products

To sum it up, the new design will appeal to a broader range of consumers, improving the acceptance of Clubmaster in international markets and bridging the gap between tradition and modern consumption patterns.

New design
The new packaging will give Clubmaster a modern premium look. The Clubmaster panel (e.g. the yellowish part behind the CM logo on the Mini Vanilla package) will be removed. The ship in the background will be more obvious and more appealing colors will be applied.

Also, special features like format (e.g. Mini) or taste (e.g. Superior Vanilla) will come to the fore and thus will be communicated much more efficiently.

Since frequent consumers should be familiar with the new design, an inlay will be inserted in the existing packages to inform the customers about the design changes. This will be done as of deliveries in the third quarter 2007

Timing
The new packaging designs will be supplied to you as of the fourth quarter of 2007, starting with the Mini range, the Superior Vanilla, Blue Cigarillos, Superior Sumatra, and Brazil Cigarillos, as well as their Gold versions. The Mini Filter range the new design will flow in as of the beginning of 2008.

Felipe Gregorio 1957 Series is the company’s first box press cigar series, and honor Wynne’s birth year. Five shapes are offered: Imperador (6 3?4 x 50), Rex (6 x 55), Majestic (6 x 52 torpedo), Victory (5 x 52), and Coloniales (4 1?2 x 46). The cigars derive their flavor from an aged Piloto Cubano and Condega ligero filler, along with a Havana 92 binder, and a dark Habano wrapper. Presented in boxes of 20, suggested retail ranges from $6 to $10.

In addition, the company is releasing four new figurado shapes to join the original six shapes in the Felipe Power line and celebrate Wynne’s 15th year as a cigar producer in 2006. Their blend is the same as the previously-introduced Power cigars—triple-fermented Nicaraguan and Piloto Cubano leaf, aged a full 12 years—but also have a proprietary Pelo de Oro wrapper from the same Costa Rican farm. The wrapper leaf, from pre-Embargo Cuban seed stock, is taken from higher primings on the plants. The four new Power shapes will carry a black band to identify them and will be presented in individual mold cavities in 10-count boxes. Suggested retail for each is $15.

The greatest efforts in this redesign were applied to the Camacho Corojo Diploma, 11/18, and 07/05 lines, which “merit a look that reflects quality, complexity, and sophistication,” said the company.

Camacho consumers will recognize and welcome the enhanced look, while new consumers will be attracted by the new bands and labels, identifiable color coding, and approachable price points.