Abstract:

After more than two years of marketing research and brainstorming a new pipe-smoking concept was introduced in Amsterdam: TATTOO, a precious individual characteristic. It features a colourful modem pipe and a tobacco case in a small, handy box. A life-style advertising campaign was presented in print and movie to position and promote the new product. What made this new product interesting enough to present a paper on the subject? In the first place we have to realise that the pipe tobacco market has been declining considerably over recent years. Secondly, pipe smoking has a very old-fashioned image. Notwithstanding this development, a team of specialists in the fields of tobacco marketing, sales, advertising, design, and marketing research was formed. With close teamwork and financial and emotional investments the product launch was extremely successful.