Magazine article Marketing

Gallaher Tobacco Rolls out [Pound]2m Samson Work

Magazine article Marketing

Gallaher Tobacco Rolls out [Pound]2m Samson Work

Article excerpt

Gallaher Tobacco is to re-launch its Samson rolling tobacco brand with a [pound]2m integrated campaign, in what is likely to be one of the sector's last major pushes before the ban on tobacco advertising comes into force.

The relaunch is being overseen by brand manager David Cooke, and will see the revamped Samson product hit stores in continental-style packaging already used in Europe.

Poster and press activity will be undertaken by Gallaher roster agency CDP, while below-the-line work is being developed by Team LGM.

Gallaher hopes Samson, which has a 1% market share, will compete with Imperial Tobacco brands Golden Virginia and Drum Tobacco.

Cooke said: "We hope the relaunch will help us bag a 5% share of the market."

Samson was previously manufactured in the UK by Gallaher, but is now produced by British American Tobacco in Holland and distributed throughout Europe by Gallaher.

The revamped product will see the European blend of Samson introduced to the UK. …

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