ArticleNov 10, 2007
Cricket - in a class of its own
Every day, Cricket lighters are used by approximately 200 million
people in more than 100 different countries. Cricket is one of Swedish
Match's most widely-spread brands characterized by quality, safety
and design.
Cricket has a history dating back to the 1960s
in France. When launched in 1961, it was the
world’s first disposable lighter. Today, Cricket
is still a lighter at the forefront of product
development and is the world's third-largest
disposable lighter brand.
Cricket's principal competitive advantages
are quality, safety and design. At Swedish
Match International Division, Bart van Geenen
has been responsible for the Cricket brand for
the past five years, and knows what is required
to defend the top position in the premium
segment of the disposable lighter market.
"Since consumers who purchase lighters
are not particularly loyal to any brand
and frequently make impulsive purchases,
continuous product development and
innovation are mandatory. We can never
relax, and must continuously produce new
ideas to get consumers to choose Cricket,"
says van Geenen.
Because consumers of lighters make their
purchases on impulse, it is also important
that the products are clearly displayed and
accessible at retailers. Through attractive and
volume-efficient multi-tiered stands, Cricket
often occupies a premium position at the
counter, for example at the tobacconist.
Safety and quality
Cricket's continuous product development has resulted in it becoming one of the world´s safest disposable lighters today. The product has several safety functions:
- A patented valve construction that prevents dust and dirt from obstructing fuel supply.
- "Fixed flame technology," a proprietary patented system, which signifi es that the flame is fi xed and cannot be regulated. This makes the lighter safer since users are spared unpleasant surprises in the form of high flames.
- For a long time, Cricket was the only disposable lighter in the world that was manufactured in self-extinguishing nylon, which stops burning once the ignition source is removed.
- Cricket was the first in the world to introduce child-resistant lighters in 1993.
Furthermore, both Cricket lighters and the production process are quality certified by ISO. For example, the lighters undergo more than 100 tests before they are released to the market.
Innovative design
Cricket is available in different varieties and
sizes: Original, Mini, Maxi, Electronic, Pocket
and Pico. Cricket is one of few disposable
lighters in the world to be manufactured in
nylon, which makes it possible to manufacture
a thinner casing. This results in the lighter
weighing very little and holding more gas.
Most lighters are still sold in single colors.
Swedish Match estimates that approximately
80 percent of the Group's sales comprise singlecolored
lighters and approximately 20 percent
are designed lighters. Yet, innovative design
is an increasingly important tool in reaching
consumers. Cricket regularly launches new
design series, designs that also focus on
different target groups.
Design is also very important to Bart
van Geenen. He was closely involved in the
production of one of Cricket's most successful
design concepts, Fusion.
"Fusion is based on a technique in which
two colors are mixed in the nylon casing,
resulting in each lighter having a unique
appearance. Cricket Fusion has rapidly become
popular. In the past, consumers in our largest
market, Russia, wanted only single-colored
lighters, but today Fusion already accounts for
approximately 7 percent of sales in Russia,"
says van Geenen.
Sponsors the Le Mans 24 Hour Race
Cricket sponsors certain events that are
compatible with the brand. One example is the
Le Mans 24 Hour Race, probably the world's
best-known car race from an endurance point
of view.
"It is an event that is very compatible with
Cricket," he explains. "Le Mans represents such qualities as an international lifestyle,
advanced technology and endurance. These
are the same elements that characterize the
Cricket brand, and cooperation with Le Mans
has resulted in the manufacture of a limited
edition of Cricket lighters with motifs from
Le Mans."
Cricket Firepower
A relatively new product within the
Cricket family is Cricket Firepower,
a utility lighter that was launched
in 2003. This year, it was
supplemented by an elegant holder,
which comes with the Firepower.
The purpose is to create consumer
loyalty and brand recognition.
Cricket Firepower is sold primarily
in superstores and home products
stores. Expanding the Cricket
brand to include another lighter
product was a successful move.
"Sales volumes for Cricket
Firepower are increasing in North
and West European markets and
we sold approximately one million
utility lighters during the first five
months of this year. This is a very
satisfactory result, and we have
expanded the distribution to Eastern
Europe. Cricket Firepower will also
gradually be launched in the US
and Canada, where we believe the
product has major potential," states
van Geenen.