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Classic Filter Kings is an Indian cigarette brand with a number of variants. The brand is owned and manufactured by ITC, a leading cigarette manufacturer in India. 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.
Contents
The Classic cigarette was initially 83mm in length and 24.55mm in diameter with the pack. Later ITC increased the cigarette length from 83mm to 84mm, the diameter increased from 24.5mm to 24.75mm. Imported cigarette paper, better board and therefore better pack quality, embossed name and crest added to the value of the brand.
Product Positioning
Launched in 1979, Classic was an aspirational brand. At this time there was little in the category and there was a need for a fresh take on cigarettes. In comes Classic with a suave image, class and nostalgia and was targeted at metros, especially in the north and the east. However, over time, during the late 90s the image was changed to something a lot more liberal and global, with the youth in mind. With that change, the size was changed too – with increased size and change in paper quality. This where the Classic ‘Polo’ ads were introduced, with a new tagline – Discover a Passion along with the rational “for those who value taste.”
Classic advertising began fairly quietly through the name and the line ‘a contemporary classic’. The brand was old world, Anglophile in its appeal and was marketed through the use of etchings from the Raj era, in keeping with the brand line. In the early years of its advertising this was fairly successful, since no one else owned that concept. However as time moved on and tastes changed, it became necessary to encourage more direct interaction between the consumer and the brand, with an eye to perpetuating the brand story in a more contemporary mould.
The new Classic advertising was the answer. Started in 1992, this showed polo visuals with the headline, ‘Discover a passion.’
Sponsorships, carefully chosen, covered the premium sports of racing and golf. These were targeted at the Westernised 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 hugely popular in the Metros, especially in the north and in the east of the nation.
From 1979 to 1991 the brand saw a natural growth both in terms of popularity and in terms of sales, however the positioning of class and nostalgia started seeming passé for the new generation and a repositioning was in order.
During this metamorphosis, both globalization and the liberal mood of the nation was taken into account and a brand makeover was poised to take place in 1994. This shift was made with a very international edge, in both the product and the product communication.
The product changes included an increase in length and in diameter along with international standard paper and new packaging which came with an embossed crest and logo, gold tear off ribbon and an edgy serrated foil.
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 audiences and it was a start to a new trend in the Classic portfolio. Packaging for each brand was developed with the Classic benchmark, however, colour 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 were launched in ‘93. Classic Ultra Milds was a new category in the Classic portfolio and included several changes. The Menthol variant for Classic was launched in 1994.
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. Giving Classic the endearing qualities of Wills while giving Wills the charm, appeal and international feel of Classic.
Today
Polo, the brand ventured into music, with new packaging, new designs, and partnerships.
Blue Leaf: Classic has long used Blue Leaf Tobacco, a range of tobacco that goes into making the whole Classic range.
The brand has launched new variants such as Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavours like Orange and Lemon, Classic Kafeato, Classic Taste Treasures with tea flavour.
In the second decade of the 2000s, Classic launched new flavours like Classic Tangy Twist, Classic Citric Twist and Classic Clove, designed as an alternative to overseas brands for the Indian audience.