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Rizla has updated its logo and appointed a new marketing team in a

bid to seek more innovative brand extensions.

Former Park Lane Tobacco marketer, Ian Forbes-Russell, joins as

marketing director, replacing Lisa Davies-Evans, now marketing

controller at Rizla’s parent company Imperial Tobacco. It has also

appointed a new brand manager for papers, Andrew Pass, and brand manager

for sundries, Paul Fallon.

Because of its compliance with the ’Voluntary agreement on tobacco

advertising’, Rizla is seeking to promote the brand beyond traditional

advertising. It already runs a Rizla Cafe which tours at major

festivals, and has established a clothing and jewellery range, Rizla

Ware.

It is now looking at using direct marketing for the first time and is

currently talking to agencies.

’We are looking to take the brand into new areas and are increasing our

marketing spend. We are looking particularly at direct mail and

bar-sponsorship opportunities,’ said Forbes-Russell.

The new logo, which still features the gold and backward slanting

lettering, has been modernised with an enhanced typeface.

Rizla has 93% share of UK sales in the King Size market and its regular

papers account for 63% of the market.