Gold Flake is an Indian tobacco cigarette brand owned, manufactured and marketed by ITC Limited. . The brand has many variations, including Gold Flake Kings (84mm) and Gold Flake Kings Lights (84mm) available at different prices and is in the Top 10 best brands in India. .
Video Gold Flake
History
Gold Flake was produced by the Bristol company of W.D. & H.O. Wills, from 1901, part of Imperial Tobacco. Goldflake was neither a brand nor a process of manufacturing cigarettes. The word "goldflake" refers to cigarettes made using bright rich golden tobacco. Gold Flake has a 100 old history, starting way back in 1912. After 1912, the biggest change in the brand was in 1971 with the introduction of Gold Flake Kings, followed up with the launch of Gold Flake Kings Lights in 1999.
Maps Gold Flake
Gold Flake In India
ITC launched the brand Gold Flake in India in the sixties. The source of the positioning of Gold Flake can be traced back to its early days. In the seventies, India was a country of the genteel rich. People aspired to be honorable and genteel. The lifestyle of the upper class was what the customers aspired for.
The initial ads positioned the cigarette as a companion. It targeted adult, male SEC A category smokers. It was meant to be a cigarette for the elite and the rich - the gracious people of India. It did not differentiate itself specifically from other brands. Advertising emphasized this comparison to gold. The statement - For the gracious people - summed the core of the brand.
After the introduction of lights as a category, the brand also introduced the positioning of Honeydew Smooth - giving the brand a recognizable differentiator, this positioning was backed by the dew drop symbol. With smoothness being the biggest claim the brand used symbols like the silk scarf, feather, paint brush, violin, marble vase, hourglass and shell as visuals to reiterate and associate back with smoothness.
Gold Flake Variants and Price Range
As of 2013, Gold Flake is targeted the youth smokers. It extended beyond the SEC A category to the SEC B as well. The product did not boast any USP. It still differentiated itself on the purity and quality of its experience. The brand stood for a celebratory attitude. "Celebrate the feeling" was the new message. This was simply an extension of the previous message "For the gracious people". ITC has also launched its smallest size which is of 64 mm and price is 25 Rs for 10 sticks.
Sponsorship
The 1998 Gold Flake Open was an ATP tennis tournament held in Chennai, India. The tournament is now known as the Maharashtra Open. The tournament was held from April 6 to April 13. The event has attracted some of the best names in the tennis circuit since its inception and the number of repeat players bears testament to the popularity of the event.
References
Source of the article : Wikipedia
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