IMPERIAL Tobacco has repositioned its Embassy cigarette brand, moving it from the premium price sector into economy.
Embassy Red and Bright Blue will now be available to retailers in King Size 20s at an RRP of £9.35. Embassy Filter will stay at £11.95.
Tom Gully, brand planning manager, said: “Crucially, this repositioning doesn’t involve any changes to the packaging or the cigarette itself. However, the new price point will appeal to adult smokers seeking premium quality at an affordable price.”