Gama Innovation Award: Lucky Strike Double Click Cigarettes
Gama Innovation Award – Product
MANCHESTER – 15th December 2015: The Gama Innovation Award – Product for December goes to Lucky Strike Double Click Cigarettes, a new flavour-changing launch from BAT in Poland.
An attempt to make cigarette smoking a more interactive experience, Lucky Strike Double Click Cigarettes allow smokers to choose from two different flavours within the same cigarette. By clicking one of two different 'buttons' on the cigarette, consumers activate flavour capsules built into the cigarette filter, releasing their flavour of choice. A Cold variety features a choice of Spearmint and Menthol, while Red Zone incorporates "Wild" (fruit) and Minty flavours.
Gama editorial director Tom Warden commented: "Lucky Strike Double Click is an extension of the concept BAT first pioneered with Lucky Strike Click & Roll, which featured a single button in the cigarette filter enabling consumers to release a 'burst' of flavour as they smoked. With its flavour-changing properties, Lucky Strike Double Click ties into the popular trend for customization and dynamic flavour - something we've been increasingly seeing in the food and drinks sector but, up to now, not in the tobacco industry".
Image source: BAT / Gama (montage)
About Gama Innovation Awards
Gama Innovation Awards recognise outstanding innovation in the FMCG space.
Awarded in the disciplines of Product, Packaging and Positioning, Gama Innovation Awards go to the top new launches unearthed each month by Gama's network of over 100 in-country experts. Winners are chosen through a panel vote based on a shortlist of innovative products.
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