#Brands | Davidoff
A HUNTING SEASON WITH DAVIDOFF
1 ST PLACE
NATALIA KLEPIKOVA,
Promotion Specialist,
St. Petersburg
I
n November 2017, Davidoff launched a new limited edition – Hunter’s Passion. Hunter’s
Passion cigarettes are the choice of sophisticated connoisseurs and hunters who set their
bar high and pursue their targets to the end, whatever the cost. The new product stands out
of the product line with its bright and provocative design in contrast colours. The passionate
red and the noble metal gold make a striking combination with the pack’s dominant black
background.
To support the launch, the Brand Activation and Planning Department developed a string
of events for a selected list of cities, including Moscow, St. Petersburg, Krasnodar and Rostov-
on-Don. All points of sale in the proposed coverage area received a set of POS materials
to spread brand awareness and highlight the product on the shelf. For promotion, we also
used the “free gift with purchase” and “pack swap” mechanisms, as well as other promotional
strategies! The product was listed in the O’key retail chain in Moscow, which ran a shopper
consulting promotional campaign in February.
The strongest emotional response was generated by our in-house photo competition
for employees, Impression Hunter. The competition was open to any employee who
posted a picture on their social network pages. The three best “hunters” with the highest
number of likes won their trophies – gifts from the Davidoff brand. The winner got tickets
to a live performance of the legendary Depeche Mode. The other two prizes included tickets
to the Revenants Immersive Show, the latest trend in theatrical development, for the runner
up and a gift certificate for dinner at a popular restaurant chain for the third place.
HUNTER’S PASSION CIGARETTES ARE THE CHOICE
OF SOPHISTICATED CONNOISSEURS AND HUNTERS WHO
SET THEIR BAR HIGH AND PURSUE THEIR TARGETS TO THE
END, WHATEVER THE COST
2 ND PLACE
OLGA TSUTSKOVA,
Sales Activation
Coordinator, Moscow
3 RD PLACE
DANILA VOROBYEV,
Sales Representative,
St. Petersburg
The Империалист | | 15