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New duality crown design of Chesterfield packs

Top rated cigarette company Philip Morris Limited has introduced new modern packaging for its Chesterfield to stress the brand's quality, which is on the market at the cheapest price in the superlow group.

The characteristic new style, presented across the Chesterfield Red, Chesterfield Blue and Chesterfield Menthol collection, offers the notable 'duality crown' icon, placed against a clean white background.

New Chesterfiled Crown Design

Within the new pack structure are a number of references to the brands well-known quality, including the launch of the range 'Creator of Taste', and references to the long history of the brand that has provided 'International Quality Since 1896'.

As a fine Virginia blend, there are now extra icons featuring the mild Virginia taste along with reminding adult smokers that the Chesterfield brand has been 'created to give superior quality and mild flavour'.

The Chesterfield style modernization is exclusively good news for merchants and adult smokers as well, as the brand has preserved its long-term eight per cent POR, cheap cost point of £6.10 and, crucially, the 19-stick count, which makes Chesterfield the best worth brand in the UK.

Martin Inkster, managing director for the UK & Ireland for PML tells: "We are happy to introduce the new style for the Chesterfield collection, and possibly are even more pleased of sustaining our position as the best value brand in the UK, with a super low price point of £6.10, a 19-stick count and a determination to a long-term POR of eight per cent. All of these aspects joined together make real value for sellers and adult smokers alike."

The new packaging has been presented in store and will be reinforced with an extensive trade marketing system. Trade actions include trade media, presenter boxes, display units, shelf barkers, an i-book and posters in cash & carries. An insert in each pack will explain to consumers that even though the packaging has modified, the same great taste and quality remain.