Vogue Cigarettes in the city.

In a series of sensational television series "Sex in the City" Kerry's heroine Bradshaw stated that it was "not a girl in the style of Vogue Cigarettes." Kerry, throughout the "soap opera" Marlboro smokers, it is true, had meant no cigarettes, a fashion magazine, which published her article.

However, the phrase could well apply to the homonymous with cigarettes. Indeed, the target audience of American luster and cigarette brand Vogue Cigarettes very close (though brand managers, and argue that the brand name has no relation to the magazine). It is for the modern woman stylish company Rothmans decided to create a new brand in 1987. Family brand consisted of two types - Vogue Filter and Vogue Menthol.

Two years later began cigarettes sold in Russia. First they tried dweller Moscow and St. Petersburg - the residents of these mega-cities are the main consumers of expensive cigarettes. No special achievements in Vogue Cigarettes sales in the first years of existence in Russia could not boast. Vogue audience was not as wide as it would be Rothmans. Russians smoked cigarettes traditional format, and those who wanted to stand out from the male crowd, cigarettes preferred class slims (6 mm diameter, 100 mm in length) - Salem, More, Pierre Cardin, later Virginia Slims. True, as is now manager of interaction with the media BAT Maria Bezhanova, until 1998 Vogue Cigarettes advertising support has been weak: Vogue Cigarettes maintained only in a limited number of cities.

The massive brand promotion began only after the 1998 Rothmans BAT acquired and added to the ladies' cigarette brands to its portfolio. British, who consider the Russian market engine of their sales, brand dostalas not in the best time. By definition, cigarettes class super slims positioned in the high price category. The Russian financial crisis of 1998, sharply reduced the number of the already small number of consumers Vogue Cigarettes . Sales then fell 4%.

Despite the sharp decline in purchasing power of the population, within a year of beginning BAT promotional campaign "Seasons" in Moscow and St. Petersburg. The main objective of the action was to recall and root in the minds of consumers' initial idea brand - Vogue Cigarettes and "refined tastes" created exclusively for women. The concept of the campaign was reflected in the outdoor advertising billboards - an elegant lady, not necessarily with cigarettes in their hands, but always at the forefront of slightly back at the man walking behind.

As a result, the proclamation of priority to women, men selling Vogue in a year grew by 117%. Within three years after this action on the Russian tobacco market Vogue Cigarettes were the only super slims format.

But these achievements seemed little BAT, and in 2000 the company tried to enter into the already "promoted" among women slims cigarette segment. But too late. I was unable to persuade smoking brands from its competitors in Vogue slims. Subbrend in total sales mark and still occupies a small proportion, and the leadership has Vogue Filter.

In subsequent years, Vogue Cigarettes advertising campaigns were no longer only in the two largest megacities, but also in 9 other Russian cities. Now, the company stated that Vogue - a cigarette, which help women to fluctuate, because you can choose from three varieties of stamps. And in 2003 this choice even increased - there Vogue Ultra Light (the low-tar and nicotine).

It was in that period BAT for the branding became partying in the capital's clubs. For example, the Vogue Kino Atelier was devoted to shooting the film "Three Colors ease" and in Vogue Foto Atelier invited guests participated in a photo shoot. "Through the involvement of" opinion leaders "- in this case, celebrities, which, a priori, and the characters are secular legislators in a secular fashion crowd, illustrates mark translated into his life philosophy - Catherine believes Sundukova, director of new business event-marketing agency BrandNew Momentum (works with the Japan Tobacco International). - Using "lawyers stamp" makes the premium image of a strong, backed by the events of real life people to "glossy" lifestyle of consumers who want to pursue. "

"In the five years between 1999 and 2003, sales volume rose in Vogue 4.5 times" - the so-evaluates the effect of investments in the promotion of BAT brands Maria Bezhanova, refusing to name brand market share in absolute terms.