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The revelation that Du Maurier wasn't a monolith, but fairly a manufacturer managed by different entities, normally arrives as a surprise. In Canada, Du Maurier was firmly under the wing of Imperial Tobacco Canada, an organization deeply entrenched within the national marketplace and keenly attuned to Canadian consumer preferences.
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Meanwhile, through the pond and in a number of other international marketplaces, the Du Maurier identify belonged for the much bigger, globally dominant British American Tobacco, which operated with its personal strategic imperatives and sector methods. This company separation was not only a subject of lawful ownership; it permeated just about every aspect of the brand name's existence.
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Assorted by market; considerable in certain, but part of a broader BAT portfolio in opposition to other potent regional makes.
This was a masterful tactic. It addressed the smoker's nascent anxieties without the need of forcing them to confront the grim realities. The filter was promoted like a attribute that allowed a single to carry on savoring the habit with diminished threat.
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The changeover was stark and plain. Du Maurier, as soon as celebrated to be a cultural icon—a name synonymous with a particular strata of Modern society as well as a beacon of tobacco craftsmanship—was systematically stripped of each aspect that created it unique.
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To illustrate these dissimilarities, Let us take a look at a comparison of the Du Maurier model below its two company mother and father:
It was no longer an accent for that discerning; it had been a product explicitly linked to illness and mortality. The romance, the attract, as well as perceived sophistication that Du Maurier experienced put in decades building evaporated underneath the severe mild of general public health and fitness realities.