Cannes Show Preview: Davidoff launches merchandising system

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German cigarette manufacturer Reemtsma has introduced a new concept in merchandising units developed for its premium brand Davidoff. After the first successful installations, the concept will be presented at the TFWA World Exhibition.

Reemtsma product manager Davidoff, Christian Fuecks, commented: "The aim has been to produce a concept which improves the visibility of the brand, attracting the attention of new consumers and encouraging trial purchases, but which at the same time reflects the premium nature of the Davidoff brand.

 "At the same time, of course, it had to be an exciting offer for the operator, which adds value to the shopping environment."

The new Davidoff wall unit (pictured) features two main design elements: a flexible cube system for showcasing the core offers and an illuminated back wall highlighting specific product features. Construction is in premium materials: wood and metal, along with frosted glass to reflect Davidoff's prestige image.

The Davidoff units have already been installed at the Czech bordershop at Folmavar, Budapest airport and Dusseldorf airport with others scheduled for Frankfurt, Hong Kong, Dubai, Athens, Heathrow and other strategic airports, said the company.

• Reemtsma, Red Village, M38