Rizla launches a cigarette paper targeted at style-conscious smokers
this week, with a pounds 1 million advertising campaign through Cowing
Rizla Originals, a premium-priced paper, is aimed at former ‘roll your
own’ smokers between the ages of 18 and 30.
The company claims that there are 3.5 million smokers in the UK who have
moved over to manufacturers’ ready-rolled cigarettes, and could
potentially be wooed back to rolling their own.
The campaign’s three press and poster executions feature a series of
stern, stuffy old men offering advice to young people on what they need
to get on in life.
Suggestions include: ‘Firm discipline, good diction, decent suit’;
‘Rigid posture, firm handshake, sensible shoes’ and ‘Good breeding,
self-control, smart haircut’. But this old-fashioned advice is
contradicted by the endline, ‘Find your roll in life’.
Liza Davies-Evans, the marketing controller at Rizla, said: ‘There was
no brand for 18- to 30-year-old style-conscious smokers who wanted to
smoke roll your owns. The sector is growing at 10 per cent year on year,
and we recognise the need to segment our market and offer choice to
Ads will appear on posters and in style magazines such as Loaded, ID,
Dazed and Confused, MixMag, and Kerrang. The titles will also carry
samples of the product, which comes in two sizes - regular and king
Cowing Balmforth Trendall was appointed to the Rizla account in October
1995, when a press and poster campaign was released hailing Rizla as:
‘The firzt and still the bezt.’