Wills Navy Cut
An Indian pack of Wills Navy Cut cigarettes with a picture warning
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| Product type | Cigarette |
|---|---|
| Produced by | ITC |
| Country | India |
| Introduced | 1965 |
| Previous owners | W. D. & H. O. Wills |
Navy Cut was one of the first filtered Indian cigarettes to be launched as Wills Filter.
In July 1963 Wills Navy Cut was launched at the price of ₹1.20 for 20 cigarettes. At this time, biggest task was to assure people that the addition of the filter was meant to enhance the taste they were accustomed to.
In the years since, Wills Navy Cut was launched in a flat 10s pack with a distinctive red band. The W leaf was also a part of the pack. One of the biggest changes in the brand was to give Navy Cut its due prominence, over time the Wills Crest was replaced by the Classic Unicorns as well.
In the beginning all communication spoke about the perfect match of filter and tobacco, to drive home the idea that a filter was the perfect addition to a cigarette. This communication was also one of the first to have women as a part of the communication.
The years 1968/69 saw a huge growth in competition with lower priced filter cigarettes, however, Navy Cut continued to retain its market share.
Next came the ‘made for each other’ campaign that got a new boost in the promotional space, encouraging couples in the urban centers to participate.
Creating a parallel ‘perfect match’ in couples, making the brand both emotional and aspirational.
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Wikipedia