The new packaging aims to connect with customers on a nostalgic level. While continuing to communicate in a direct and impactful way, the design strives to illustrate a better connection between brand, SKU and increased value.
“Packaging is powerful because it tells consumers why your product and brand are different,” Simeone explains. “The re-styling we did strives to reassure the current consumers that the quality is always going to be the same. We have kept the key elements of the historical brands, but at the same time we wanted to communicate the premium characteristics of our cigars. The packages feature only one color and make it easier for the consumers to navigate through our different cigars. The elegance of the new packs is a seal of guarantee of the best quality.”
New Look, Same Quality
With the new packaging hitting the market this summer, Avanti is excited to reintroduce its cigars after spending more than two years repositioning and rebranding their historic brands. The new look for the brands will bring more clarity to the company’s marketing and sales efforts, focusing on the premium and superior quality of the Avanti and Parodi brands while making them more visually compelling. Changing the branding required a lot of investment, both in manpower and time, but the company expects to see a big return as the brands connect with their customers, new and old. While its branding has undergone what some will see as a big change, the company wants its customers to know that the quality of its cigars and the price point will remain unchanged.
This story first appeared in the July/August 2018 issue of Tobacco Business magazine. Members of the tobacco industry are eligible for a complimentary subscription to our magazine. Click here for details.
– Story by Antoine Reid, an editor and digital content director for Tobacco Business Magazine. You can follow him on Instagram @editor.reid.
