Much of the growth of our leading brands is driven by innovation
We recognise that our business starts with our consumers and our brands. It’s not about encouraging people to start smoking or to smoke more, but about meeting the preferences of adults who have chosen to consume tobacco, and differentiating our brands from those of our competitors.
We have a successful brand marketing strategy based on our insights of the consumer. Our aim is to offer a tailored brand solution for every relevant consumer segment.
Our portfolio of more than 200 global, regional and local brands is designed to meet key consumer preferences, wherever they are in the world.
Our Global Drive Brands – Dunhill, Kent, Lucky Strike and Pall Mall – have enjoyed considerable success and today account for one in three of the cigarettes we sell, growing their volume by 3 per cent in 2012.
Much of the growth of our leading brands is driven by innovation – from filters to flavours and packaging to cigarette formats. In 2012 we remained the market leader for capsule products, with a segment share of over 50 per cent in our key markets.
Our Global Drive Brands
Since its establishment in 1952, Kent has stood for a modern, progressive cigarette. Relaunched in 1997, it has grown very quickly in popularity, backed by innovative product offers.
Dunhill’s roots date back to 1907, where Dunhill Tobacco of London Limited was established on Gentlemen’s Row. More than a century later, Dunhill is our premium international brand.
Based on its rich legacy dating back to 1871, Lucky Strike is the true American original, now a popular choice throughout the world with presence in more than 80 countries.
Pall Mall is the third biggest cigarette brand in the world, sold in over 110 markets. For more than 110 years its core proposition has been centred on rewarding smokers globally with real, high quality value offers.
We have many other famous international and local brands, including Rothmans, Vogue, Viceroy, Kool, Peter Stuyvesant, John Player, State Express 555 and Benson & Hedges.
More than cigarettes
While more than 95 per cent of the world’s smokers consume ready-made cigarettes you can find cigar and Fine Cut brands in our portfolio. Fine Cut tobacco, a category that includes roll-your-own and make-your-own, grew volume by 8 per cent in Western Europe and increased market share. This was driven by Pall Mall, by far the largest brand in this category.
Our cigar brands include Captain Black and the hand-made premium Dunhill Signed Range.