The world's biggest tobacco rolling paper brand, Rizla boasts a 78% UK market share, according to research company RAL. It will unveil the integrated marketing campaign next month at Megabowl venues in cities including London, Edinburgh, York and Manchester.
'The Art of Rolling' will see events staged at each of the venues, which offer consumers the chance to win Rizla 'Bowlaware' merchandise by knocking over a special Rizla bowling pin.
While the marketing of cigarette rolling papers is not covered by the recently introduced ban on tobacco advertising, the Rizla campaign has been immediately attacked by pressure group ASH because of concerns that the campaign would "promote tobacco via the back door".
Imperial denied that the campaign was promoting tobacco itself and insisted that it was hiring the Megabowl venues exclusively for its use to ensure that no children would be present. Entry will be by ticket only and under-16s will not be allowed in.
As part of the campaign, all packs of Rizla rolling papers will carry details of the promotion, while special packs of Rizla King Size Slim Blue will be launched with the word 'Bowla' in place of Rizla on the front of the pack. Consumer press advertising, created by Cake to promote the tour, will launch next month, along with a dedicated site at www.art-of-rolling.co.uk.
_1.jpg)
.jpg)
