Rizla has launched limited-edition packaging across its King Size Super Thin Silver rolling papers.

The new packaging is available in three designs, which form a complete image when placed together.

It is based on an interpretation of Michelangelo’s sculpture David, and was chosen from more than 580 entries submitted via Instagram as part of a competition.

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Yawer Rasool, consumer marketing director UK & Ireland at Imperial Brands, said: “King size slim papers seem to have lost none of their popularity with customers and that was one of the reasons we decided to add new limited-edition papers to the line-up – and ask our customers to come up with an eye-catching new design which would work with our established brand look.

“The Instagram competition was hugely popular and drew a vast range of entries, meaning our judges had a really tough time picking a winner to be used on the new packs.

“In the end they went for a novel design where each pack works individually but also in combination with the other two to form a larger image. The design truly reflects the unique image of the Rizla brand, delivering the iconic look and feel which continues to appeal to millions of smokers worldwide. We believe the trio of designs will definitely catch the eye of customers to pick up a pack – or even all three.”

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