Rothmans has appointed a new marketing director as it is to launch its Winfield cigarettes brand for the first time in the UK.
Robert Hoes, marketing director for Rothmans UK since 1995, has been promoted to the role of regional marketing director for Rothmans Central and Eastern Europe.
Paul McPhail, marketing director for Rothmans of Pall Mall New Zealand, has been appointed as Hoes’ successor.
He takes up his position shortly before Winfield cigarettes go on sale in the UK in August.
Winfield – a best-selling brand in its home market of Australia – was introduced to Eire last year and there has been speculation that it would be launched in the UK (MW November 27 1997) as part of Rothmans’ global brand-building strategy.
Last November the manufacturer announced that its Formula One Williams team would carry the Winfield brand name instead of Rothmans and changed the livery from blue to red, in keeping with Winfield’s packaging.
Sources say that in the UK a packet of 20 Winfield cigarettes will retail at about 2.87.
The mid-market brand will be pitched against Gallaher’s Sovereign and Imperial’s Lambert & Butler.
One source says: “It will be far more aspirational than other brands in that sector.”
Winfield will be supported by an advertising campaign but details have yet to be finalised. The push is expected to make reference to the outdoor, laid-back Australian lifestyle.