Exposure lands Davidoff UK remit

Imperial Tobacco has hired Exposure in place of Shilland PR to promote its cigarette brand Davidoff in the UK.

Exposure will promote the brand at upmarket events such as the Henley Rowing Regatta, said Imperial group brand manager Andy Pass.

Shilland has promoted Davidoff since its UK launch in October 2002 and will continue to work on the account until the end of this month.

Exposure already promotes Davidoff in countries such as Taiwan and Germany. Pass said ‘economies of scale’ would come from Exposure’s UK appointment.

The type of activity Exposure will undertake will be ‘similar’ to that handled by Shilland, said Pass, adding that consumer comms for cigarette brands such as Davidoff are constrained by the 2002 Tobacco Advertising & Promotions Act.

The Davidoff brand has two variants, Classic and Lights, and is aimed at premium-brand smokers.

Exposure already promotes Rizla papers for Imperial.

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