Soon you will be able to walk into your local retailer and see the new look of AVO.
Late last year, Davidoff of Geneva announced its long-awaited plans to refresh the AVO brand, which included new packaging, price drops, SKU reduction, new marketing and price protection. The company hopes that the brighter and wider packaging will attract consumers who have forgotten or were previously unfamiliar with the AVO brand. In addition, it hopes that retailers will appreciate the more competitive pricing, but in particular, the fact that the newly packaged items will be price protected.
Davidoff eliminated 38 of the 75 AVO SKUs that were active in 2014, including the discontinuation of the AVO Maduro and Signature lines. As for the remaining four—Classic, Domain, Heritage and XO—they will now come in wide 20-count boxes featuring the same blends as before and slightly lower prices.
A variety of promotional items for the launch have been created, including AVO-branded record players that will be given away at events. Additional items are expected to assist the launch of the rebranded product, although the company has not announced any as of yet.
Due to the holiday, consumers will likely begin seeing the updated line mid-week.