Modern specialists have to make a lot of efforts for marketing cigarettes, including for promoting cheap cigarettes Australia. Let’s talk about one of these experts.

Johan Vandermühlen came into the Belgian office of British American Tobacco (BAT) as a trainee 18 years ago, right after the institute. Five years ago, as a global brand manager for the Kent brand in London, he came up with the concept of Kent Nanotek Cigarettes: a black pack is almost twice as thin as usual, inside it a cigarette with a diameter of not 7 mm but 5 mm. After the successful launch of Kent Nanotek, Johan’s career went uphill.

As managing director in Turkey, he led the process of integrating the state-owned tobacco company Tekel into BAT’s business structure which, however, was justified by the successful promotion of cheap cigarettes Australia.

Like all other tobacco companies, BAT lives in the face of declining marketing opportunities: cigarette advertising is limited in most countries. Therefore, for manufacturers of cigarettes the creation of new formats, tastes and technologies is almost the only way to pay attention to their products.

How to modify a standard product like cigarettes? Vandermyulen advises to look more closely around. He got into the habit of going into a supermarket, studying any novelties, tracking changes in demand in the automotive industry, in selling expensive clothes and even decorations. The idea of ​​Kent Nanotek was born in 2006 just from the analysis of changes in consumer behavior. One of the trends is miniaturization: computers, telephones, media became thinner and thinner. The second trend, according to Johan, is the return of fashion to black. It was noticeable on sales of expensive cars, bank cards and club cards of airlines. In the design of cigarettes, black color was then almost not used.

The concept was finally formed during a business trip to Colombia, where Johan learned the results of sales of the brand Kool Night, owned by BAT. A pack of dark blue, almost black, color stood out on the shelf. “Traditional colors for the industry were white, red and blue colors. If at that time to remove from the store shelves a batch of these flowers, then it would be 80% empty, “says Johan.