The move – the first of its kind for more than a decade – includes the introduction of new packaging, including a new Swan brand logo for all SKUs, innovative new packaging formats and targeted NPD.
Republic Technologies is also backing the new look brand with a £1 million consumer marketing campaign, the biggest ever annual brand investment for Swan, Britain’s Favourite Filter.
“Roll your own is already the best-performing sector of the tobacco market, with the move to RYO accelerating following the budget. The major brand refresh for Swan will provide even more sales impetus for the category,” says Mark Alldred, Republic Technologies UK Marketing Manager.
“It’s over 10 years since we last initiated a move of this size and scale. We’ve not only redesigned the packaging but we’ve improved it too. The bolder, brighter, new-look will increase the iconic Swan brand’s presence on shelf, which in turn will promote sales to a larger audience. Our in-depth research has proven to us that the new designs are much more appealing to existing and new customers and we’re confident we’ll attract new shoppers to the brand. With NPD designed to optimise category sales, target a wider audience and provide greater functionality, we’re providing retailers with the best possible return from the fixture.”
The NPD includes new look multipacks and an extended range of combi packs which feature 50 Papers and 50 Filters and are now available in two innovative varieties – Menthol Tips and Blue Rolling Papers – in a brand new slimmer pocket friendly pack.
Swan is also drawing consumer attention to the distinct difference its range of rolling papers has over its rivals in the market. Swan rolling papers use the original method, perfected in over 100 years of manufacturing, of blending natural textile (Hemp & Flax) and wood pulp versus other papers on the market which are made from 100% wood. This is proven to give it a distinct advantage with consumers and independent research shows that consumers have heavily favoured this type of rolling paper versus other paper formats.
“The feedback is overwhelming, and revealed that the vast majority of roll your own smokers prefer the quality of textile papers for their smoother, slower burning and easier to roll characteristics.
“This is also significant, as our research shows that loyalty levels for Swan rolling papers are much higher than the category average. It’s part of our brand promise at Swan to always deliver the best quality experience for our consumers,” adds Alldred.
Wide-ranging marketing support will support the Swan brand throughout 2011. Republic Technologies will be backing the newly-formed Swan Yamaha Superbike team, which will compete in front of over 350,000 spectators and 8 million TV (Eurosports and ITV coverage) viewers this summer. In addition, the Swan brand will be backed by extensive consumer press advertising and a wide-ranging PR, digital and social media campaign.
Swan, Britain’s Favourite Filter, accounts for 88 per cent of the UK’s £45 million filter tips market and is the fastest-growing brand in the £108 million RYO papers category (source: Nielsen Market Track).