Rhodia Coloured Tow™
Rhodia Coloured Tow™: from plain white to a world of colours
Solvay Acetow's Coloured Tow™ is a new concept – a wide range of colours and shades that can be customised to suit the brand and the market. Using the same process as standard white tow, the simple addition of colour pigments opens up a world of colours, which can connect to new ideas and attitudes and through them, to new usage behaviour. It’s the same technology, but Coloured Tow is a step change in consumer patterns.
Coloured tow was tested on consumer panels in Russia and China. They showed a clear preference for colours that they felt had significance and meaning. Their favourites were three classic colours: green, blue and black. For them, these colours already have clear associations – menthol, light and sophistication – that create an emotional response in consumers and make them ready to embrace a new product.