By David Bennett, Senior Editor
Kicking off a company Webcast describing the latest upgrade to its flagship cigarette brand, Commonwealth-Altadis Inc. (CA) CEO Kevin Freudenthal said “it’s the most exciting thing in packaging for USA Gold in CA’s history.”
Rolled out recently, the new USA Gold Glide Tec pack features improved functionality that is built around the premise of “slide up, light up,” which allows consumers to slide their thumb on the package, opening the lid and revealing the 20 cigarettes inside. The redesign allows consumers easier accessibility.
Accompanying Freudenthal, Al Dejewski, senior vice president of consumer marketing, and Greg Moser, vice president of trade marketing, explained that the latest improvement of the USA Gold brand is sure to resonate with customers and retailers alike.
Commonwealth-Altadis is promoting the new USA Gold Glide Tec packaging through fully integrated plans to reach a wider adult smoker audience. It is all part of a larger ongoing brand rejuvenation with activities designed to drive adult smokers to retail to purchase the brand.
“Adult smokers are surprised by the high tech application and like raising the flag – and the convenience,” Dejewski said.
The colors of the American flag are notable, front and center on the USA Gold Glide Tec pack.
Officials said that building brand equity in its brand portfolio will not only strength company sales but is good for c-store retailers that are looking for robust tobacco products during a time where profit margins remain tight.
The tobacco company is also direct marketing campaign to 1.75 million adult smokers, with volume-driving value offers, followed by a series of conversion and retention mailers to competitive and current adult smokers, delivering equity-driving brand messaging and high-value coupons.
USA Gold is manufactured at the company’s Reidsville, N.C. factory with tobacco grown in Kentucky, North Carolina and other areas.
Commonwealth-Altadis is the U.S. division of Imperial Tobacco Group. The combined Commonwealth Brands and Altadis USA portfolio includes the brands USA Gold, Sonoma, Dutch Masters, Backwoods and Phillies.