Rizla, the cigarette paper brand, is rolling out its national press advertising campaign from mid-April.
The advertising, with creative work by CKBT and media through AMS, features a collection of wordplays displayed on the booklets of Rizla papers.
The executions will run until September and use the brand’s colours of blue, green and red. All are accompanied by the Rizla catchline: “Rizla. It’s what you make it.”
Andy Pass, marketing manager for Rizla UK, says: “The campaign gives our customers something to think about with the new collection of quirky, amusing mindteasers, which reflect the individual personality of the UK’s best selling cigarette papers.”
Rizla, which has 80 per cent of the UK market share in cigarette paper sales, aims to broaden brand awareness and increase product demand with the new campaign.
Last year, Rizla spent 1m on campaigns, split between press and outdoor advertising.