Davidoff Cigarettes Essentials Limited Edition - the Bullion Concept

BNW created the Davidoff Cigarettes Essentials Limited Edition, recognising the global trend for limited editions and customisations, primarily driven by a widespread feeling that society has become so depersonalised. Two distinctive collections were created: SENSE and SENSITIVITY. The Davidoff Cigarettes Essentials Limited Edition "Sensitivity" reflects our premium materials and effects through new created cigarettes brands: Carbon, Black Crystal, Cut, Future, Urushi, Bespoke, Bullion, Glow, 3D, Code, Kaleidoscope and Reflections.

BNW thought - If the Superpacker can deliver this – there is none, and never will be, a more aspirational pack design to convey key Davidoff message “THE BEST CIGARETTES YOU CAN BUY”. Nice detail: gold hallmark embossed into the front panel.

Our communication strategy was based on the idea that the customer wants to owe such pure over the top luxury. Gold on the other hand is so overused and profanized, that there is always the right moment for a comeback with a twist – our self-confident cosmopolitan consumer knows to appreciate the irony, as a rare, must-have, over-the-top proposition, in their otherwise impeccable lifestyles. None would dare this – except the global leader.