Mayfair is the company's biggest brand by value and the King Size variant is the number three product in the entire grocery market.
In the first phase, beginning at the end of this month, the new look will be communicated with tear-tape advertising and pack inserts advising of the imminent change. From August, stock will be supplied in the new design overprinted with a film of the old packs to help customer recognition. All new packs will be available from September.
The redesign covers all products in the portfolio, but the cigarettes themselves remain unchanged. Price-flashed stock will be held at the same retail price point.
rrp: £4.92 for King Size 20s and £4.98 for Superkings
tel: 0800 163503