Imperial to roll out ‘youth’ Rizla in UK

Imperial Tobacco is to launch a premium-priced “youth” rolling paper called Rizla Silver next month. Rizla Silver will be the first major addition to the brand in over three years.

Already available in Europe, the papers will be thinner and narrower than the existing Rizla range. Rizla Silver is expected to appeal to younger rolling tobacco users, marking a departure from Rizla’s traditional red-, green- and blue-packaged papers.

One industry source says: “Imperial Tobacco wants to attract younger consumers, such as people who go to nightclubs, with Rizla Silver.”

The launch will be backed by a “heavy” advertising campaign, according to sources. Imperial Tobacco has said it will support the Rizla brand with a &£1m print and poster campaign this summer, using the strapline: “It’s what you make of it”.Rizla dominates the rolling papers market, with over two-thirds of sales, but its share has been eroded by increased competition over recent years from rival Zig-Zag.

Zig-Zag has introduced a number of innovations to its premium paper range, including a holographic pack designed to appeal to younger smokers. This has helped it steal market share in the traditionally staid papers market.

This month, 250,000 packets of Zig-Zag rolling papers will be given out free at the V music festivals, as part of a deal with Virgin Mobile. The packs will carry ads to support Virgin Mobile’s current campaign, which uses the strapline: “The Devil makes work for idle thumbs”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here