Gallaher reignites Sovereign with 6m mid-market attack

Gallaher Tobacco is resurrecting cigarette brand Sovereign with a 6m relaunch.

Sovereign is an export brand which has not been on sale in the UK for more than a decade.

It will be positioned against mid-market brands such as Imperial Tobacco’s Lambert & Butler, Rothmans Craven A and RJ Reynolds’ Dorchester.

The relaunch is Gallaher’s latest attempt to bolster its presence in the “quality-economy” sector.

The company has so far had little success in stealing market share with its Berkeley King Size or Mayfair brands. Mayfair was launched at the same price as Lambert & Butler, then cut by 15p for 20.

Industry sources say Gallaher, which has top UK brands Silk Cut and Benson & Hedges, is still weak in the middle market.

One insider says: “Everyone is expecting tighter advertising restrictions to come in, so this could be the company’s last attempt at a huge brand launch.”

The new packaging will be black with the word Sovereign in gold on the lid and a silver sovereign design on the front.

Press and poster advertising is expected to break once distribution is established after Easter.

Gallaher’s roster agencies are Collett Dickenson Pearce and M&C Saatchi.

A Gallaher spokesman refused to comment on the plans.