Gold Flake: Difference between revisions

	File:Classic cigarette.JPG A pack of Indian Classic Regular cigarettes with a picture warning
Product type	Cigarette
Owner	ITC
Produced by	ITC
Country	India
Introduced	1979

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Brand Overview

Classic Filter Kings is a Cigarette brand with a number of variants. It was launched in India by ITC Limited in 1979. At the time the Indian cigarette market was mainly dominated by plains and Regular Size Filter Tipped, with king size contributing barely 5% of the total market.^[1]

Product positioning

Launched in 1979, Classic was an aspirational brand. During the late 90s the image was changed to something a lot more liberal and global. With that change, the size was changed too – with increased size and change in paper quality. This is where the Classic Polo communications were introduced, with a new tagline – Discover a Passion. ^[2] The brand was connected to sponsorships including racing and golf. These were targeted at the Westernized affluent smoker of the SEC A category. Music was a later addition beginning from 1996/97.

History

In 1979, Classic was launched in India and was popular in the Metros, especially in the north and in the east of the nation. ^[3]

The brand grew steadily between 1979 to 1991. The brand was repositioned in 1994, this also included an increase in length and in diameter. To give the communication an edge, a contemporary and modern youthful look was adhered to while polo was chosen to represent the passion and dynamism of the brand. The tag line of Discover Passion was also integrated into the entire Classic package.

This era also saw Classic launch into various brand extensions which included the Milds and Menthol segments to cater to various audiences and it was a start to a new trend in the Classic portfolio. Packaging for each brand was developed with the Classic benchmark, however, color was used to differentiate between variants keeping the Classic story, values and brand equity intact.

From 1992 – to 2004 The inclusion of newer variants saw new blends in the Classic portfolio. Classic Milds, Classic Ultra Milds ,Classic Menthol

The journey

Classic Wills: Both Wills and Classic enjoyed their time in the market and their respective audiences, however the time had come to create an entity that has the values of them both. This decision gave birth to Classic Wills.

Venturing into Music: From Polo, the brand ventured into Music, this shift gave a brand new ground to be present in giving rise to interesting new packaging, innovative designs, partnership and more.

Blue Leaf: Classic has long used Blue Leaf Tobacco, a select range of tobacco that goes into making the entire Classic Range of Cigarettes. ^[4]

Recent developments

In the 2000s the brand has launched new variants Classic Verve, a slim cigarette, Classic Menthol Rush, Classic Riviera Whiff in flavors like Orange and Lemon, Classic Kafeato, Classic Taste Treasures with the innovative Tea Flavour. ^[5]

In the second decade of the 2000s, Classic also launched an experimental range of flavors like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to overseas brands for the Indian audience. ^[6]

References

^ "ITC Cigarettes". ITC.
^ "Indian Cigarette Vintage Ads". At The Edge.
^ "ITC". Money Control.
^ "Smoking corner! ITC launches Classic Blue Leaf". IIFL.
^ "ITC launches 'low smell' cigarettes". Live Mint.
^ "ITC, VST Industries rolling out premium variants, smaller-sized cigarettes to protect margins". Economic Times.

[1] "ITC Cigarettes". ITC.

[2] "Indian Cigarette Vintage Ads". At The Edge.

[3] "ITC". Money Control.

[4] "Smoking corner! ITC launches Classic Blue Leaf". IIFL.

[5] "ITC launches 'low smell' cigarettes". Live Mint.

[6] "ITC, VST Industries rolling out premium variants, smaller-sized cigarettes to protect margins". Economic Times.

[1]

[2]

[3]

[4]

[5]

[6]

@@ Line 1: / Line 1: @@
+{{dablinks|date=April 2017}}
-{{For|the American snack food brand|Golden Flake}}
+{{refimprove|date=October 2016}}
 {{infobox brand
+| Type= [[Cigarette]]
-| name= Gold Flake
 | logo=
-| image= [[File:Vintage Gold Flake Pack.jpg|250px]]
+| image= [[File:Classic cigarette.JPG|250px]]
-| caption= An old British pack of Gold Flake cigarettes.
+| caption= A pack of Indian Classic Regular cigarettes with a picture warning
 | type= [[Cigarette]]
-| producedby= [[ITC (company)|ITC Limited]] (India only), [[Imperial Tobacco]] (outside of India)
+| currentowner= [[ITC (company)|ITC]]
-| origin= [[United Kingdom]]
+| producedby= [[ITC]]
+| origin= [[India]]
-| introduced= {{start date and age|1878}}
+| introduced= 1979
-| discontinued=
+| headquarters= [[Kolkata]]
-| related=
+| previousowners=
-| markets= See ''[[#Markets|Markets]]''
+| trademarkregistrations=
-| previousowners= [[W.D. & H.O. Wills]]
-| trademarkregistrations=
 | ambassadors=
+| tagline=
-| tagline= ''"For the gracious people"'', ''"Celebrate the feeling"''
 | website=
 }}
+==Brand Overview==
-{{Commons category|Gold Flake (cigarette)}}
+'''Classic Filter Kings''' is a [[Cigarette]] brand with a number of [[variants]]. It was launched in India by [[ITC]] Limited in 1979. At the time the Indian cigarette market was mainly dominated by plains and [[Regular]] Size Filter Tipped, with king size contributing barely 5% of the total [[market]].<ref>{{cite web|url= http://www.itcportal.com/businesses/fmcg/cigarettes.aspx|title= ITC Cigarettes|date=|work= ITC}}</ref>
-==Brand overview==
+==Product positioning==
+[[Launched]] in 1979, Classic was an aspirational [[brand]]. During the late 90s the [[image]] was [[changed]] to something a lot more [[liberal]] and [[global]]. With that change, the size was changed too – with increased size and change in [[paper]] [[quality]]. This is where the Classic ''Polo'' [[communications]] were introduced, with a new [[tagline]] – [[Discover]] a [[Passion]]. <ref>{{cite web|url= http://8ate.blogspot.in/2008/09/indian-cigarette-vintage-ads.html|title= Indian Cigarette Vintage Ads|date=|work= At The Edge}}</ref>
-'''Gold Flake''' is a [[classic]] [[India]]n brand that has been in the market for over a century. <ref>{{cite web|url= http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|title= Top 10 best brands in India with price|date=|work= World Blaze}}</ref> Starting off as a cigarette with a heritage, this brand has many variants that across price points.
+The [[brand]] was connected to sponsorships including [[racing]] and [[golf]]. These were targeted at the Westernized affluent [[smoker]] of the SEC A category. [[Music]] was a later addition beginning from 1996/97.
-It is sold in various varieties, including Gold Flake Kings (84 mm), Gold Flake Kings Lights (84mm), Gold Flake and Gold Flake Lights. This [[brand]] is owned, manufactured and marketed by [[ITC Limited]]. <ref>{{cite web|url= http://www.moneycontrol.com/company-facts/itc/history/ITC|title= Company History|date=|work= Money Control}}</ref>
-==Product Positioning==
-saw a big change in the Gold Flake portfolio with the introduction of Gold Flake Kings, a larger sized variant.
 ==History==
+In ''1979'', Classic was launched in India and was popular in the Metros, especially in the north and in the east of the nation. <ref>{{cite web|url= http://www.moneycontrol.com/company-facts/itc/history/ITC|title= ITC|date=|work= Money Control}}</ref>
-Gold Flake was originally launched in 1878 by Stephen Mitchell & Son, a small tobacco firm located in [[Glasgow]], [[Scotland]], which was acquired bythe [[Bristol]] company of [[W.D. & H.O. Wills]] in 1901, shortly before they became a founding company of the [[Imperial Tobacco]]. The Mitchell name and their sovereign trade mark was used on Gold Flake cigarettes sold in the United Kingdom and [[Europe]], while Wills' name and trade mark appeared on Gold Flake cigarettes sold through the rest of the world.<ref name="cigarettespedia.com">{{cite web|url=http://www.cigarettespedia.com/index.php/BrandGold_Flake|title=BrandGold Flake - Cigarettes Pedia|website=Cigarettespedia.com|accessdate=28 January 2018}}</ref><ref name="zigsam.at">{{cite web|url=http://www.zigsam.at/B_GoldFlake.htm|title=Gold Flake|website=Zigsam.at|accessdate=28 January 2018}}</ref> It was the leading brand of the second-class in the United Kingdom in the 1890s, followed by [[Woodbine (cigarette)|Woodbine]].<ref name="auto">{{cite web|url=https://books.google.it/books?id=jQz8AQAAQBAJ&pg=PA391&lpg=PA391&dq=gold+flake+cigarette&source=bl&ots=Kfh3x5QSDJ&sig=4VkqGBbzZ36Q2WaYYHjNjhOZN64&hl=nl&sa=X&ved=0ahUKEwj66YibrvrYAhWC-KQKHfSOCFQ4ChDoAQhfMAc#v=onepage&q=gold+flake+cigarette&f=false|title=W.D. & H.O. Wills and the development of the UK tobacco Industry: 1786-1965|first=B. W. E.|last=Alford|date=5 November 2013|publisher=Routledge|accessdate=28 January 2018|via=Google Books}}</ref> Goldflake was neither a brand nor a process of manufacturing cigarettes. The word "goldflake" refers to cigarettes made using ''"bright rich golden tobacco"''. After 1878, 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.<ref>{{cite web|url= http://listcrux.co/top-10-best-cigarette-brands/|title= Top 10 Best Cigarette Brands|date=|work= List Crux}}</ref><ref>{{cite web|url=http://www.trendingtopmost.com/worlds-popular-list-top-10/2017-2018-2019-2020-2021/highest-selling-brands-products-companies-reviews/best-cigarette-brands-in-india/#2_Gold_Flake_Light|title=Best Cigarette Brands in India|date=26 April 2017|website=Trendingtopmost.com|accessdate=28 January 2018}}</ref>
+The brand [[grew]] steadily between 1979 to 1991. The brand was repositioned in 1994, this also included an [[increase]] in [[length]] and in [[diameter]]. To give the [[communication]] an [[edge]], a contemporary and modern youthful look was adhered to while polo was chosen to represent the passion and dynamism of the brand. The tag line of Discover Passion was also integrated into the entire Classic package.
-ITC Limited launched Gold Flake in India in the 1960s. The source of the positioning of Gold Flake can be traced back to its early days. In the 1970s, 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.<ref name="auto1">{{cite web|url=http://www.itcportal.com/businesses/fmcg/cigarettes.aspx|title=ITC is the market leader in cigarettes in India|website=Itcportal.com|accessdate=28 January 2018}}</ref><ref>{{cite web|url= http://8ate.blogspot.in/2008/09/indian-cigarette-vintage-ads.html|title= Indian Cigarette Vintage Ads|date=|website=8ate.blogspot.com|accessdate=28 January 2018}}</ref>
+This [[era]] also saw [[Classic]] launch into [[various]] brand extensions which included the Milds and Menthol [[segments]] to cater to various [[audiences]] and it was a [[start]] to a new [[trend]] in the Classic portfolio. Packaging for each [[brand]] was developed with the Classic [[benchmark]], however, [[color]] was used to differentiate between variants keeping the Classic [[story]], values and brand [[equity]] intact.
-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 slogan ''"For the gracious people"'' summed up the core of the brand.
+From 1992 – to 2004
-After the introduction of [[lights (cigarette type)|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 brushe, violin, marble vase, hourglass and seashell as visuals to reiterate and associate back with smoothness.<ref>{{cite web|url= http://adage.com/article/news/dew-drop-pivotal-india-s-gold-flake-campaign/14004/|title= Dew Drop Pivotal to India's Goldflake campaign|date=|website=Adage.com}}</ref>
+The inclusion of newer variants saw new blends in the Classic [[portfolio]]. Classic Milds, Classic Ultra Milds ,Classic Menthol
+==The journey==
-In December 2014, a study showed that Gold Flake cigarettes are the second most smoked brand in India, followed by [[Classic Filter Kings|Wills Classic]]. Classic Mild is the most smoked cigarette (18.6%), followed by Gold Flake Kings and Gold Flake Light (17.9% and 13.4% respectively). Godfrey Phillips is the second most preferred company with 14% of the people smoking its products i.e. [[Marlboro (cigarette)|Marlboro]] (~13%) and Four Square (1%).<ref>{{cite web|url=http://www.firstpost.com/business/13-things-you-may-not-know-about-indian-smokers-1164229.html|title=13 things you may not know about Indian smokers|website=Frstpost.com|accessdate=28 January 2018}}</ref>
+''Classic Wills:''
+Both Wills and Classic enjoyed their [[time]] in the [[market]] and their respective audiences, however the [[time]] had come to create an entity that has the values of them both. This decision gave [[birth]] to Classic Wills.
+''Venturing into Music:''
-In April 2016, Golden Tobacco Ltd., one of the country's oldest tobacco product manufacturers, had become the first to begin implementing the Centre's order to have 85% of cigarette packets bear pictorial warnings. The packs of two of the company's several several brands – ''Panama'' and Gold Flake Golden – bearing April 2016 as the manufacture date will have these pictorial warnings on both sides. The 85% pictorial warning rule applies to packaging of cigarettes, beedis and non-smoking tobacco. The ministry had introduced the new rule in October 2014. However, the tobacco lobby had strongly opposed the decision. Several Indian tobacco product companies decided to stop production on April 1. The Tobacco Institute of India, whose members account for 98% of cigarette manufactured in India, had said the move will result in an estimated daily loss of Rs 350 crore in the tobacco industry’s turnover in India.<ref>{{cite web|url=https://scroll.in/latest/806561/golden-tobacco-ltd-begins-implementing-85-pictorial-warning-rule-on-its-cigarette-packs|title=Golden Tobacco Ltd begins implementing 85% pictorial warning rule on its cigarette packs|website=Scroll.in|accessdate=28 January 2018}}</ref><ref>{{cite web|url=https://qz.com/660942/for-the-first-time-an-indian-cigarette-brand-will-cover-its-packets-with-bigger-health-warnings/|title=For the first time, an Indian cigarette brand will cover its packets with bigger health warnings|first=Manu|last=Balachandran|website=Qz.com|accessdate=28 January 2018}}</ref>
+From ''Polo'', the [[brand]] ventured into [[Music]], this shift gave a brand new [[ground]] to be [[present]] in giving [[rise]] to [[interesting]] new packaging, [[innovative]] designs, [[partnership]] and more.
+''Blue Leaf:''
-==ITC In India==
+Classic has [[long]] used Blue Leaf [[Tobacco]], a select [[range]] of tobacco that goes into making the entire Classic Range of [[Cigarettes]]. <ref>{{cite web|url= http://www.indiainfoline.com/article/news-top-story/smoking-corner-itc-launches-classic-blue-leaf-115061700187_1.html|title= Smoking corner! ITC launches Classic Blue Leaf|date=|work= IIFL}}</ref>
-ITC launched the brand Gold Flake in India in the sixties. The source of the [[positioning (marketing)|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. <ref>{{cite web|url= http://8ate.blogspot.in/2008/09/indian-cigarette-vintage-ads.html|title= Indian Cigarette Vintage Ads|date=|work= At The Edge}}</ref> The lifestyle of the upper class was what the customers aspired for. <ref>{{cite web|url= http://www.itcportal.com/businesses/fmcg/cigarettes.aspx|title= ITC Portal|date=|work= }}</ref>
-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]], [[hour glass]] and [[shell]]{{dn|date=February 2018}} as visuals to reiterate and associate back with smoothness. <ref>{{cite web|url= http://adage.com/article/news/dew-drop-pivotal-india-s-gold-flake-campaign/14004/|title= Dew Drop Pivotal to India's Goldflake campaign|date=|work= Adage}}</ref>
+==Recent developments==
-==Marketing==
+In the 2000s the [[brand]] has [[launched]] new variants Classic Verve, a slim [[cigarette]], Classic Menthol Rush, Classic Riviera Whiff in [[flavors]] like [[Orange]] and [[Lemon]], Classic Kafeato, Classic Taste Treasures with the innovative Tea Flavour. <ref>{{cite web|url= http://www.livemint.com/Companies/bLaQFhtQVdFe6eevBCcqaI/ITC-launches-low-smell-cigarettes.html|title= ITC launches ‘low smell’ cigarettes|date=|work= Live Mint}}</ref>
-Many poster advertisements have been made for Gold Flake cigarettes, especially in India.<ref>{{cite web|url=http://www.alamy.com/stock-photo/gold-flake-cigarettes.html|title=Gold Flake Cigarettes Stock Photos & Gold Flake Cigarettes Stock Images|website=Alamy.com|accessdate=28 January 2018}}</ref><ref>{{cite web|url=http://heartranjan.com/my-gf/|title=My GF|date=26 July 2011|website=Jeartranjan.com|accessdate=28 January 2018}}</ref><ref>{{cite web|url=https://cuttingthechai.wordpress.com/2007/06/07/indian-cigarette-ads-from-1800s-to-2000s/|title=Indian Cigarette Ads from 1800s to 2000s|date=7 June 2007|website=Cuttingthechai.wordpress.com|accessdate=28 January 2018}}</ref>
+In the [[second]] [[decade]] of the 2000s, Classic also [[launched]] an experimental [[range]] of [[flavors]] like Classic Tangy Twist, Classic Citric Twist and Classic Clove giving an alternative to [[overseas]] brands for the [[Indian]] [[audience]]. <ref>{{cite web|url= http://economictimes.indiatimes.com/industry/cons-products/tobacco/itc-vst-industries-rolling-out-premium-variants-smaller-sized-cigarettes-to-protect-margins/articleshow/47698271.cms|title= ITC, VST Industries rolling out premium variants, smaller-sized cigarettes to protect margins |date=|work= Economic Times}}</ref>
-In the early 1900s, two characters by the names of ''"Mr Gold"'' and ''"Mr Flake"'' were introduced to promote the Gold Flake brand in the United Kingdom. The characters were used for about 30 years and were popular, but it did not help the sales of the brand and Gold Flake was discontinued for a short period of time.<ref name="auto"/><ref>{{cite web|url=http://www.gunnsgallery.co.uk/artists/89/651/adverts-tobacciana-smoking/gold-flake?r=artists/89/adverts-tobacciana-smoking|title=Gold Flake - Adverts Tobacciana & Smoking - Gunns Gallery|website=Gunns Gallery|accessdate=28 January 2018}}</ref><ref>{{cite web|url=http://www.alamy.com/stock-photo-1927-uk-magazine-gold-flake-cigarette-advert-167010415.html?pv=1&stamp=2&imageid=4CF12F00-41F5-4A17-8979-F8C6A88D10D5&p=219395&n=0&orientation=0&pn=1&searchtype=0&IsFromSearch=1&srch=foo=bar&st=0&pn=1&ps=100&sortby=2&resultview=sortbyPopular&npgs=0&qt=gold%2520flake%2520cigarettes&qt_raw=gold%2520flake%2520cigarettes&lic=3&mr=0&pr=0&ot=0&creative=&ag=0&hc=0&pc=&blackwhite=&cutout=&tbar=1&et=0x000000000000000000000&vp=0&loc=0&imgt=0&dtfr=&dtto=&size=0xFF&archive=1&groupid=&pseudoid=&a=&cdid=&cdsrt=&name=&qn=&apalib=0&apalic=&lightbox=&gname=&gtype=&xstx=0&simid=&saveQry=&editorial=1&nu=&t=&edoptin=&customgeoip=&cap=1&cbstore=1&vd=0&lb=&fi=2&edrf=|title=Stock Photo - 1927 UK Magazine Gold Flake Cigarette Advert|website=Alamy.com|accessdate=28 January 2018}}</ref>
-==Markets==
-Gold Flake is mainly sold in [[India]], but also was or still is sold in [[Canada]], [[Jamaica]], [[Ireland]], [[United Kingdom]], [[The Netherlands]], [[Germany]], [[Switzerland]], [[Egypt]], [[South Africa]], [[Palestinian territories|Palestine]], [[Nepal]], [[Pakistan]] and [[Malaysia]].<ref name="cigarettespedia.com"/><ref name="zigsam.at"/><ref>{{cite web|url=http://www.cigarety.by/brand.php?n=10&l=6&w=GOLD+FLAKE&p=0|title=Brands|website=Cigarety.by|accessdate=28 January 2018}}</ref>
-==Products==
-The brand has many variations, including Gold Flake Kings (84mm) and Gold Flake Kings Lights (84mm)<ref>{{cite web|url= http://profit.ndtv.com/news/corporates/article-itc-launches-new-cigarette-variant-667607|title= ITC Launches New Cigarette Variant|date= September 18, 2014|work= NDTV Profit}}</ref> available at different prices and is in the Top 10 best brands in India.<ref>{{cite web|url= http://www.worldblaze.in/top-10-best-cigarette-brands-in-india/2/|title= Top 10 best brands in India with price|date=|work= World Blaze}}</ref>.
-As of 2013, Gold Flake is targeting 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 costs 100 [[Indian rupee|Rupees]] for a 10-pack of cigarettes.<ref>{{cite web|url= http://profit.ndtv.com/news/corporates/article-itc-launches-new-cigarette-variant-667607|title= ITC Launches New Cigarette Variant|date=|work= NDTV Profit}}</ref>
-==Sponsorship==
-Gold Flake was the main sponsor of the [[Gold Flake Open]] tennis tournament from 1997 until 2001. It was an [[Association of Tennis Professionals|ATP]] tennis tournament held in [[Chennai]], India.<ref>[http://www.thehindu.com/2001/01/01/stories/07011028.htm] {{dead link|date=January 2018}}</ref><ref>[https://www.nytimes.com/1999/04/10/sports/plus-tennis-gold-flake-open-moya-concedes-loses-shot-at-no-1.html] {{dead link|date=January 2018}}</ref> 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.
-==See also==
-* [[Cigarette]]
-* [[Tobacco smoking]]
 ==References==
 {{Reflist}}
-{{Cigarettes}}
 {{ITC}}
+{{Cigarettes}}
-{{Imperial Tobacco}}
-[[Category:Indian cigarette brands]]
+[[Category:Indian cigarette brands|*]]
-[[Category:Imperial Brands brands]]