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Gold flake — wikipedia, the free encyclopedia

Goldflake was neither a brand nor a process of manufacturing cigarettes. The word «goldflake» refers to cigarettes made using ‘bright rich golden tobacco’. Brands other than Wills Gold Flake are Bacons’ Gold Flake, Hignett’s Golden Flaked Honey Dew, Salmon and Gulckstein’s Gold Flake.

Gold Flake was produced by the Bristol company of W.D. & H.O. Wills, from 1901 part of Imperial Tobacco.

Indian Launch and promotion edit

ITC launched the brand Gold Flake in India in the seventies. 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 honourable and genteel. The lifestyle of the upper class was what the customers aspired for.

The initial ads said, «Wherever you go they are peaunut butter» clarification needed , «Having fun wish you were there» «Worth its length in gold»,then came the Gracious People Campaigns «for the gracious people» as the headline followed by, «A touch of Gold», with the headline «A tribute to the gracious people». Gold Flake had been traditionally positioned as a premium cigarette. 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. The brand was compared with Gold for the quality and purity of experience. Advertising emphasised this comparison to gold. The statement «For the gracious people» summed the core of the brand.

The gracious people as defined by the brand were the premium class they were successful, elegant, and responsible, and had a sense of purpose. The consumer was bounded in the Indian ethos and roots. He was perceived to be unapproachable and sociable only in his high class.

Market today edit

The brand was still positioned as a premium cigarette. However, the target consumer had changed. As of 2013 update , Gold Flake is targeted the adult as well as 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 comparison with gold stayed, but the target audience the brand was reaching out to, was supposedly larger. 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». The ITC has also launched its smallest size which is of 64 mm and price is 25 rs for 10 sticks.

One pack of 10 cigarettes cost accordingly

• Gold Flake Kings 96
• Gold Flake Kings Lights 96
• Gold Flake Premium FT 58

In the Republic of Ireland the market for Gold Flake has declined and it can be difficult to obtain.

References edit