The first representative office of the British American Tobacco Group opened in Russia in 1991. In 2004, the company celebrated the 10th anniversary of its operations in Russia. By the end of 2006, the size of British American Tobacco investments in the Russian economy exceeded $713 million. Today, British American Tobacco is one of the leading companies in the Russian tobacco market with a market share of more than 22%. Its brand portfolio includes such popular international brands as Dunhill, Kent, Pall Mall, Viceroy, Rothmans and Lucky Strike and local Russian brands such as Yava Gold, Alliance and Yava. Vogue, a female cigarette brand, holds a special place in the company’s portfolio. The brand first appeared in the Russian market in 1989. In early 2005 the aromatic variant, Vogue Arome, was added to the main Vogue product line which includes Vogue Lilas, Vogue Bleue and Vogue Menthe. The aromatic super slim cigarettes were a tremendous success, and by the middle of 2006 the whole collection of aromatic variants, Vogue Arome, was available in the Russian market. In autumn 2007, the main product line was completely restyled and the well known brand was given a new, contemporary and innovative image.
Values of the Brand
Today, Vogue is one of the most popular premium female cigarette brands in Russia. It is impossible to describe its sophisticated and feminine style in one word as Vogue is the embodiment of a distinct style, combining contradiction and refined elegance with daring boldness. The elegant pack is an invitation to unveil the world of inspiring French style. Female smokers are gradually discovering the sophisticated image of Vogue, not directly but through details and a variety of subtle cues.
Innovations & Promotion
Every successful innovation is always a result of the ability to anticipate consumer preferences and to respond to them in a relevant and timely manner. That is exactly what happened in early 2005 when Vogue launched Vogue Arome l`adoration, the first aromatic cigarette in the super slims format, in the Russian market. The advantage of the new product was that special natural flavorings were used in the cigarettes according to a special recipe. As a result, one could smell fine aromatic notes instead of the usual cigarette smoke. In fact, Vogue created a new product category which had no analogues in the Russian market.
The success of the first aromatic variant exceeded all expectations. As consumer tastes and preferences vary, the brand decided to create a collection of aromas each reflecting a certain mood. By the middle of 2006 Vogue had created a rich collection of aromas: the noble Vogue Arome l’adoration, the delicate Vogue Arome l’emotion and the expressive and rich Vogue Arome l’attraction. Today, Vogue is still maintaining leadership in the aromatic segment.
The next innovative offer was the launch of Vogue Blanche & Noire in March 2007: ultra light cigarettes with meaningful and distinctive tastes. What makes the offer exclusive is that smoking these ultra light cigarettes brings about a whole range of particular taste sensations: a cooling effect (Vogue Blanche) and a warming effect (Vogue Noire).
Another distinctive feature of both variants is its unique design. Contrasting taste sensations were emphasized by the contrasting colour and sensory packaging solution. The smooth letter ‘V’ stands out in the embossed surface of the black and white packs. Vogue Blanche and Vogue Noire are a really unique offer for particularly demanding consumers. The premium offer is also supported by its more limited distribution and maximum retail price of 80 rubles (compare: the maximum retail price of the main Vogue product line is 45 rubles and of Vogue Arome is 50 rubles). In June 2007, the fashionable female cigarette brand Vogue offered its consumers its first exclusive limited edition series. ‘The private collection’ included nine cigarette art packs featuring vivid paintings by three female Moscow artists. It was the first time in the history of the Russian tobacco market that female artists took part in the creation of a tobacco collection. Inspired by the same theme, the charm of femininity, they each created 3 works in their own unique style. The series were launched under the name of ‘Springs of Inspiration’ and were only available for three months, which made the art packs a rarity at once.
Apart from traditional communication, Vogue sponsors various high-profile social and cultural events, all of these events have that ‘something special’.
For example, in 2006 Vogue participated in the LILU awards – the Perfumery Oscar Ceremony – were the best perfumes of the year are selected. This allowed Vogue to draw the attention of both the brand’s loyal female consumers and representatives of fashion editions. During the award ceremony the guests had the opportunity to enjoy a grandiose laser show in the style of Vogue Arome l’emotion. The Female Intuition, a contest among ladies to identify who can best unveil one of the five senses, was also held. The winner of the contest received a Vogue prize – an unforgettable trip to France.
One of the most outstanding cultural events of the year, the Kinotavr-2007 film festival, was also supported by Vogue who presented the collection of cigarette art packs at the event. A fine gallery cafÊ for film fans opened on the 15th floor of the Zhemchuzhnaya Hotel in Sochi. After the films, gala parties were hosted at the cafÊ with the support of Vogue
Apart from sponsorship and support for major social and cultural events the stylish female cigarette brand also organizes its own PR-campaigns. For example, the launch of the third aromatic variant of Vogue, Vogue Arome l’attraction, was kicked-off with a costume ball, ‘the Carnival of Senses’, held in the center of Moscow. The launch of the limited art packs collection was supported by an exclusive exhibition which took place in RU ARTS. The exhibition featured not only the original paintings created for the collection but also other works by the talented female artists.
Facts & Figures
In 2006, BAT Russia sales volume exceeded 79 billion cigarettes. Today, BAT Russia is one of the leaders in the Russian tobacco market (with the market share of more than 22%). The company operates three factories: BAT-Yava (Moscow), BAT-SPb (St. Petersburg) and BAT-STF (Saratov).
Vogue is one of the most successful brands in the global British American Tobacco portfolio. Russia accounts for 38% of the global Vogue volume.
Achievements & Prospects
Today, the female cigarette brand Vogue is one of the most popular brands in the Russian tobacco market. Setting out to surprise its female consumers, in August 2007 Vogue announced a total restyling of its image. The traditional variants, Vogue Lilas, Vogue Bleue and Vogue Menthe, were re-designed in a surprisingly expressive and modern style. The new design reflects the philosophy of the brand: to be unique and to achieve the freedom of creativity. The renewed image highlights the inspiration the brand finds in the extraordinary and the exiting. It anticipates trends which will be picked up by others tomorrow.
Despite the new design, the sophisticated taste of Vogue cigarettes has not changed. The new image emphasizes the impeccable quality which is so much appreciated by its loyal female consumers.
Things you didn’t know about Vogue
Vogue is available to consumers in 57 markets worldwide.
As part of Vogue BTL activities the company issues the brand magazine Mode de Vie (former – Provocation). This exclusive edition is targeted only at Vogue female consumers who receive it through direct mail.
Coco Armardeil and Jim de Vil, two young French artists, participated in the development of images for the new Vogue advertising campaign.