Classic Filter Kings

Wills Classic (or Imperial Classic is it is known in some countries) is an Indian brand of cigarettes, currently owned and manufactured by ITC Limited.[1] Outside of India, it is manufactured by Imperial Tobacco.[2]

Product typeCigarette
OwnerITC Limited in India, Imperial Tobacco outside of India
Produced byITC Limited in India, Imperial Tobacco outside of India
CountryIndia
Introduced1979 (1979)
MarketsSee Markets
Tagline"Discover a passion"

Brand Overview

Classic Filter Kings is a Cigarette brand with a number of variants. It was launched in India by ITC Limited in 1979. At the time the Indian cigarette market was mainly dominated by plains and Regular Size Filter Tipped, with king size contributing barely 5% of the total market.[3]

Product positioning

Launched in 1979, Classic was an aspirational brand. During the late 90s the image was changed to something a lot more liberal and global. With that change, the size was changed too – with increased size and change in paper quality. This is where the Classic Polo communications were introduced, with a new tagline – Discover a Passion.[4] The brand was connected to sponsorships including racing and golf. These were targeted at the Westernized affluent smoker of the SEC A category. Music was a later addition beginning from 1996/97.

History

In 1979, Classic was launched in India and was popular in the Metros, especially in the north and in the east of the nation.[5]

The brand grew steadily between 1979 and 1991. The brand was repositioned in 1994, this also included an increase in length and in diameter. To give the communication an edge, a contemporary and modern youthful look was adhered to while polo was chosen to represent the passion and dynamism of the brand. The tag line of Discover Passion was also integrated into the entire Classic package.

This era also saw Classic launch into various brand extensions which included the Milds and Menthol segments to cater to various markets and it was a start to a new trend in the Classic portfolio. Packaging for each brand was developed with the Classic benchmark, however, color was used to differentiate between variants keeping the Classic story, values and brand equity intact.

From 1992 – to 2004 The inclusion of newer variants saw new blends in the Classic portfolio. Classic Milds, Classic Ultra Milds, Classic Menthol

The journey

Classic Wills: Both Wills and Classic enjoyed their time in the market and their respective audiences, however the time had come to create an entity that has the values of them both. This decision gave birth to Classic Wills.

Marketing
limited edition packs of Wills "Classic rock"

During the late 1990s the image was changed to something a lot more liberal and global. The cigarette size was increased from 83 to 84mm and the diameter from 24.5mm to 24.75mm. The paper quality was also improved upon.[6] This is where the Classic Polo communications were introduced, with a new slogan: "Discover a passion".[3][7][4]

Venturing into music

From Polo, the brand ventured into music, this shift gave a brand new ground to be present in giving rise to interesting new packaging, innovative designs, partnerships and more. Limited edition music were produced beginning from 1996/97.

Wills Classic

Both Wills and Classic enjoyed their time in the market and their respective audiences, however the time had come to create an entity that has the values of them both. This decision gave birth to Classic Wills.

Blue Leaf

Classic has long used Blue Leaf tobacco, a select range of tobacco that goes into making the entire Classic Range of cigarettes.[8]

Sport sponsorship

The brand was connected to sponsorships including racing and golf. These were targeted at the Westernized affluent smoker of the SEC A category.

Recent developments

In the 2000s the brand has launched new variants Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavors like Orange and Lemon, Classic Kafeato, Classic Taste Treasures with the innovative Tea Flavour.[9]

In the second decade of the 2000s, Classic also launched an experimental range of flavors like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to overseas brands for the Indian audience.[10]





















Markets

Wills Classic is mainly sold in India, but also was or still is sold in Paraguay, United Kingdom, Hungary, Moldova, Serbia, Albania, Greece, Ukraine, Russia, Kyrgyzstan, Kuwait and Australia.[11][12][2][13][14][15][16][17]

Products

In the 2000s, ITC Limited launched new variants: Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavours like orange and lemon, Classic Kafeato, Classic Taste Treasures with a tea flavour.[18][19][20]

Classic introduced capsule cigarettes as well, which are cigarettes which contain a flavoured capsule that can be crushed for an additional flavour. Examples of such cigarettes are Classic Ice Burst, Classic Tangy Burst, Classic Citric Twist and Classic Double burst.

In the late 2000s, Classic also launched an experimental range of flavours like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to overseas brands for the Indian audience.[10]

See also

References
  1. "ITC is the market leader in cigarettes in India". Itcportal.com. Retrieved 27 January 2018.
  2. "Wills". Zigsam.at. Retrieved 27 January 2018.
  3. "ITC Cigarettes". ITC.
  4. "Indian Cigarette Vintage Ads". At The Edge.
  5. "ITC". Money Control.
  6. "Top 10 Best Cigarette Brands in India With Price 2018 - World Blaze - Part 2". Worldblaze.in. 6 December 2017. Archived from the original on 28 January 2018. Retrieved 27 January 2018.
  7. "7 Best Cigarettes Brands in India". Insider Monkey. May 22, 2017.
  8. "Smoking corner! ITC launches Classic Blue Leaf". IIFL.
  9. "ITC launches 'low smell' cigarettes". Live Mint.
  10. "ITC, VST Industries rolling out premium variants, smaller-sized cigarettes to protect margins". Economic Times.
  11. "BrandWills - Cigarettes Pedia". Cigarettespedia.com. Retrieved 27 January 2018.
  12. "BrandClassic - Cigarettes Pedia". Cigarettespedia.com. Retrieved 27 January 2018.
  13. "Classic". Zigsam.at. Retrieved 27 January 2018.
  14. "Imperial Classic". Zigsam.at. Retrieved 27 January 2018.
  15. "Brands". Cigarety.by. Retrieved 27 January 2018.
  16. "Brands". Cigarety.by. Retrieved 27 January 2018.
  17. "Brands". Cigarety.by. Retrieved 27 January 2018.
  18. "ITC launches 'low smell' cigarettes". Live Mint.
  19. "ITC Limited - Wysiwyg". Wyxiwyg.co.in. 11 December 2013. Retrieved 27 January 2018.
  20. "Classic -limited edition variants". Iloveclassicleps.blogspot.nl. Retrieved 27 January 2018.
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