Gallaher Tobacco is to relaunch its Samson rolling tobacco brand with a pounds 2m integrated campaign, in what is likely to be one of the sector's last major pushes before the ban on tobacco advertising comes into force.
The relaunch is being overseen by brand manager David Cooke, and will see the revamped Samson product hit stores in continental-style packaging already used in Europe.
Poster and press activity will be undertaken by Gallaher roster agency CDP, while below-the-line work is being developed by Team LGM.
Gallaher hopes Samson, which has a 1% market share, will compete with Imperial Tobacco brands Golden Virginia and Drum Tobacco.
Cooke said: 'We hope the relaunch will help us bag a 5% share of the market.'
Samson was previously manufactured in the UK by Gallaher, but is now produced by British American Tobacco in Holland and distributed throughout Europe by Gallaher.
The revamped product will see the European blend of Samson introduced to the UK.
'The trend seems to be that UK smokers now prefer the European blend of rolling tobacco,' said Cooke.
'This is an important launch for us, as this sector of the market is growing and there is an opportunity for us to take advantage of that growth.'
The relaunch, due to take place next month, comes 18 months after Gallaher cut the price of Samson tobacco by 10% in a bid to boost sales.
The through-the-line campaign to support the initiative is likely to be one of the last undertaken by a tobacco brand in the UK if, as expected, the government's Tobacco Advertising and Promotion Bill becomes law before the general election.
The major tobacco manufacturers are currently weighing up their response to the legislation.
A Department of Health spokesman said the Bill's second reading was likely to take place in two weeks' time.
'The legislation remains on course, and the second reading will definitely happen by the end of the month,' he added.
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