Scandinavian Tobacco Group UK (STG UK) has announced a name change for the UK’s leading cigar brand from Café Crème to Signature, aligning the name further to the positive consumer perceptions of the brand as authentic, premium and a contemporary high-quality product.
Since its original launch back in 1963, as the first ever miniature cigar in a tin, Café Crème has been continuously innovating and re-defining itself to cater for the unique generation of cigar smokers. This has resulted in steady growth for over 50 years and has allowed the brand to lead the market with 35.9% market share overall, and 67.8% share in the miniatures segment. Now the brand is set to take the next step in its historic and successful journey within the category as it transitions from Café Crème to its new name, Signature.
The new Signature brand name will be rolling out in stores from February 2019 with a phased transition to ensure high awareness amongst retailers and consumers alike. This will include the launch of new transition packs from October which will feature an on-pack flash highlighting that the name will soon be changing to Signature. Each pack will also include an inlay inside the tin with additional details informing consumers of the name change and reassuring them the cigars will remain the same.
New tins, featuring the same pack design used currently and showcasing the Signature name, will then be brought to market in February, to allow ample time for the transition to take place. Again, the inlay will convey more information to consumers and remind them that the product hasn’t changed.
Jens Christiansen, Head of Marketing & Public Affairs at STG UK commented: “We’re really excited to be continuing the evolution of one of the world’s leading cigar brands with the launch of its new Signature brand name. While the cigar itself will remain wholly unchanged, the new name has been proven to resonate exceptionally well with consumers, offering them reassurance on the exceptional quality synonymous with the brand.”
“The phased transition of the new name into the market will give retailers time to prepare their customers for the arrival of Signature next year to ensure no disruption to sales of the UK’s No.1 cigar brand.”
As well as phasing the arrival of the new packs, STG UK will be communicating the launch further via a trade press campaign to highlight the move and grow awareness amongst the trade, along with full details of the launch available on its soon to launch trade website, www.stgtrade.co.uk.