SPS Cigaronne Company, which three years ago introduced
the Cigaronne Exclusive, a unique cigarette that
was mostly filter, has just released its second
line of production, the Cigaronne Classic.
Intended to reach a broader audience than the
relatively-expensive Exclusive, a pack of the
Classic sells for about 60 cents (as opposed to
about $1 for the Exclusive).
Known in Armenia as something of a luxury item,
a Cigaronne pack in the pocket became a smoker's
status symbol. For those unfamiliar with the brand,
the new product seems to have only superficial
differences in appearance.
The five-year-old company says it was able to
cut the price significantly by simplifying the
original's luxury packaging details, such as the
silver tab around each cigarette, the design of
the wrapping paper, and the quality of the box.
"Unlike Cigaronne Classic, all of the packaging
components of Cigaronne Exclusive are made of
the most expensive materials and technology,"
says Nver Sargsyan, deputy head of information
at SPS Cigaronne Company.
It was the distinct packaging, in fact, that
landed Cigaronne in court last year in a trademark
violation case brought by the Davidoff company,
which claimed the Armenian cigarette company stole
its design. Davidoff insisted that Cigaronne not
be allowed to export to markets in which Davidoff
But a court found in favor of Cigaronne and the
controversy over design was a boost to the Armenian
The Cigaronne Exclusive, a blend of tobaccos
from Norway, has been exported to more than 20
countries. Sargsyan, who insists that the quality
of tobacco in the new product is the same as the
more exclusive brand, says the Classic was created
to compete in the domestic market.
Cigaronne's trademark has been its size and construction
- an extra-long cigarette that is 67 millimeters
tip and 53 millimeters tobacco. In its early production,
Cigaronne promoted the cigarette as being less
harmful to health because of the extreme filter.
Today Cigaronne's new assortment has found its
special place in Armenian shops next to Winston,
Camel, Salem. It isn't long since the production
has been on sale, but it has already surpassed
all expectations of the company.
Membership of Armenia to the World Trade Organization
give a wide range of privileges, particularly
tax benefits, to Cigaronne in terms of acting
in the world market.
"Our primary goal is research of and penetration
to new markets and of course increases of assortment,"
says Sargsyan. "At present Slim type of Cigaronne
is being worked out, serious works are done to
create a new-type tip, which will be entirely
different from all the tips of the world tobacco