In a market where strong change is rare, Solvay Acetow’s Rhodia Coloured Tow is a valuable alternative to the more traditional white. The new product was specifically designed for markets where differentiation is the key, enabling the customers to always be one step ahead of main consumers’ requirements. Rhodia Coloured Tow represents a new range of colored filter tow. Today more than 10 colors and shades have been developed so far. The product offers endless possibilities in combining colors and different shapes of acetate filter rods and is therefore a unique opportunity to customize cigarette filters.
Rhodia Coloured Tow provides a reliable performance as known for Rhodia Filter Tow and can be used with existing filter makers. The process used for the production is the same as for standard tow: cellulose acetate is mixed with up to 1% of color pigments depending on the color. The possibilities are almost endless such as plain colors (either full bright colors or pastel shades as well as mixed with white), dual concentric or dual shaped, tube or NWA shaped with color behind, dark color with white additives.
Colored filters represent a step change in consumer patterns rather than an innovation in technology. Solvay Acetow tested Rhodia Coloured Tow on several consumer panels during the recent years, including one in Asia. In each case the test panels revealed a sensitive reception from consumers. The results of the Asian consumer panel showed that consumers were willing to embrace new filter design - especially it is meaningful within clearly defined boundaries. In particular young women, aged 25 or less, were most interested and fascinated by colored filters. The consumers questioned in the study favored three colors: green for menthol, blue for light, and black for confidence and sophistication. These three colors therefore seem to have very clear, well-established recognition value for consumers.
Consumers want colors with a personal meaning and that connect to their cultural references and trends. According to them the colors shall represent the following points: their motivations (social integration and self assertion); the occasions when they consume cigarettes (clubbing, meeting friends, work, break, etc.); and anticipated personal benefits (personal pleasure, trendiness, individuality, premium quality, belonging, collective entertainment, etc.)