We zeroed in on the Dutch national ‘orange-coloured’ pride during important national and international events by introducing an innovative cigarette. Pall Mall’s symbol of ‘the lion’ is also the Dutch national symbol and orange is the Dutch national colour. We not only designed a special pack but also an ‘orange cigarette’ which is the real hero of the campaign. The Dutch flag on the special orange filter and the orange lion printed on the cigarette itself are instant eye-catchers in social settings.

The Orange Cigarette came, saw and conquered. It was a resounding success that was clearly reflected in the sales figures. Market share soared by 39% and this made Pall Mall the market leader in the Value For Money segment. The Orange Cigarette also generated tremendous free publicity and pictures of the Orange Cigarette were featured in the Netherlands’ no. 1 newspaper and no. 1 TV magazine and discussed on national radio. The buzz also continued on the internet and the Orange Cigarette became a hot item on several web logs.