Davidoff Cigarettes - Global Brand Rejuvenation Platform

Based on our Davidoff Cigarettes rejuvenation strategy, we created an integrated branding concept, modular and accessible, beyond the usual brand-mechanics, for worldwide markets to implement and fully exploit the premium life-style opportunities this premium brand offers. The rejuvenated Davidoff Cigarettes brand rose in key markets from between 1 and 2% to an amazing 8% market share, after this stylish new proposition. BNW's work and the ensuing worldwide market success was the main reason behind Imperial Tobacco's decision to fully buyout the Davidoff Cigarettes brand from its previous owner for 500 million GBP in cash.

We created a series of global brand experience platforms and communication guidelines, ATL and BTL, on- and off-line. They were all presented in the global Brand Manual, the company’s essential tool for the Marketing Directors and Brand Managers worldwide, to understand the strategy and communication that form the integrated Davidoff Cigarettes Rejuvenation Programme. The Brand Manual and the 5 platforms, all developed by BNW, are being used by all Davidoff Cigarettes markets worldwide and have helped position Davidoff Cigarettes as the top global luxury tobacco brand.