Totem lights Ronson’s fire

Ronson, the cigarette lighter maker, is launching a new range of products to rejuvenate the brand. Product design input has come from an in-house resource, and packaging is by London consultancy Totem Group.

The three new ranges – Ronson Rebel, Racer and Retro – will feature shavers, watches and fountain pens, a proposed hairdryer, sunglasses and a range of jewellery bearing the Ronson brand.

Totem won the packaging work after a five-way creative pitch. Ronson’s director of marketing Linda Bruton declines to comment on whether groups were paid for the creative work.

The consultancy has also designed literature and merchandising materials to promote the three ranges.

Bruton says no visuals are currently available, but the ranges should be in stores by Christmas.