NEWS: New Rizla brand to woo trendy 18 to 30 age group smokers

Rizla launches a cigarette paper targeted at style-conscious smokers this week, with a pounds 1 million advertising campaign through Cowing Balmforth Trendall.

Rizla launches a cigarette paper targeted at style-conscious smokers

this week, with a pounds 1 million advertising campaign through Cowing

Balmforth Trendall.



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

stimulate growth.’



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

size.



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.’



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