Fred is a product. One of the most harmful product available…but still legal. We have then a great responsibility when it comes to communicate to smokers as there are lots of uncertainties, suspicion, unspoken words hidden behind this small white rod.
We are often compared to our competitors but as a French Singer was saying : « although we are sharing the same planet (we all sell tobaccos just like other companies on the market), we are definitely not from the same world… » Easy to say from a small company such as ours but it remains a day to day objective to show our responsibility and prove the confidence you have placed in our products.
Although our external communication is the only visible part of what we do, approx. 70% of our budget is allocated to the development of our products :
- refining the blend, improving the packaging of our cigarettes
- developing new products based on your recommendations and feedback (and also of course our feeling of the market's expectation)
- bringing innovation like the humidipak which regulates the humidity content of our roll you own tobacco.
Our external communication is the cherry on top of the cake! We are well aware the underlying image of a cigarette brand is very important to differentiate our product from the mass but we also know that you are much better informed than before and you expect from us a different approach. Praising the merit of our products makes no sense anymore and we prefer using cigarettes as a vector discuss some of our societies’ drifts.
We have always maintained close relationships with our smokers, clients and partners. We are then very reactive to our environment but suprisingly also very insecured and ductile! Are we doing the right thing ? Will people understand our message properly ? Are we unwillingly going to offend some people ? We have no pretention at all to communicate to the « mass »and this makes our job a little easier as you expect us to be slightly provocative !
DISCOVER FRED COMMUNICATION CAMPAIGNS
