Gizeh rolls out tobacco papers with UK press push

by Alex Donohue, Brand Republic 22-Sep-06, 08:00

LONDON - Tobacco rolling paper manufacturer Gizeh is to launch its extra slim rolling papers in the UK with the aid of a £335,000 sales promotion and marketing campaign, devised by the Ashley Bolser Agency.

Gizeh said it would be targeting younger smokers by placing ads for its new extra slim papers in FHM, NME, Motorcycle News and selected student publications, under the strapline "Fat Chance".

Packs of Gizeh's extra slim rolling paper will carry 66 leaves instead of the usual 50, and will retail at 22p when they go on sale in the UK. A nationwide sampling campaign is also planned.

The company said hand-rolling tobacco had experienced a 12.5% volume sales rise since 2001, and Gizeh claims that roll your own is the only sector of the tobacco industry not in decline.

Gizeh said it product tested its thin papers to 120,000 music festival goers over the summer and received a positive response from females users, which account for one third of roll-up smokers.

Lisa Esser, export manager at Gizeh, said: "Slimmer rolling papers are where the roll your own sector is heading. In launching this exciting new product we utilised our experience in Germany and the Netherlands, where roll-your-ownis a big part of the culture."

The Gizeh brand has previously never been available in the UK, but the company exports to 60 international markets.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.