NOW THAT’S A GOOD IDEA…
OUT THE BOX FRESHR
FRESHR WAY TO MAKE ANY CIGARETTE MENTHOL FOR ADULT SMOKERS MISSING THEIR FAVOURITE MENTHOL CIGARETTE AFTER THE BAN IN MAY, FRESHR OFFERS AN INNOVATIVE AND VERY SIMPLE WAY TO ADD MENTHOL TASTE TO ANY CIGARETTE.
WHAT’S THE BIG IDEA? A solution that converts any cigarette into a menthol cigarette.
HOW DOES IT DO THAT? FRESHR is essentially a small cigarette holder that splits in two. One half holds the cigarette, the other holds a filter with a mentholated capsule that smokers crush before using. Pop in a capsule, give it a squeeze, then screw the two halves together and hey presto, you’ve got yourself a menthol cigarette, or as close as you’re going to get these days.
ARE THEY SINGLE USE? The filter can be used up to four times before a replacement is required, depending on the strength of the cigarette and customer preference. The company says that, from its research among 150 ‘product testers‘, two- thirds of users say that they smoke three cigarettes with each filter, with a quarter saying two cigarettes.
WHAT’S THE ROUTE TO MARKET? FRESHR’s business model is web-based and they currently
have a few reps covering the M62 corridor, although they say they will have over 20 sales reps by end of November. Retailers can order online or by phone and the stock is shipped using next day delivery service.
SO, NOT THROUGH WHOLESALE? The company says it has chosen an online model “to give as much margin to retailers as possible” and also because it is keen to work directly with its retail partners.
HOW IS THE PRODUCT BEING MARKETED? FRESHR is running targeted social media ad campaigns asking consumers to ‘Find Your Local Stockist’. The company supports stockists by advertising directly to their geographic catchment area and also provides high quality content that retailers can use themselves in their own social media posts
WHAT ARE THE COMMERCIALS? An outer costs £37.50 and individual packs of 30 retail at an RSP of £2.99. That’s a margin of 33%, or 74p cash margin per pack.
WEDNESDAY 9TH SEPTEMBER 2020 / ISSUE 21 / SLRMAG.CO.UK / 23
