To celebrate its 50th year in the market, Silk Cut has introduced five optical art-inspired limited edition packs on its Purple, Blue and Silver 20s variants.

The packs went on sale on April 1 and will be out for eight weeks. Jeremy Blackburn, JTI head of communications, said the special packs have been created to reflect the artistic movement of the time.

To thank retailers for their support of Silk Cut since its launch in 1964, the brand will also offer 10 lucky winners the chance to share in £50,000 worth of advertising to boost their business.  Retailers can choose to place an advertisement in their local press, create a radio advertisement, create a website or improve their store or van signage. The competition will open from May.