Product brand
UnclaimedHB is a German cigarette brand created by Haus Bergmann and now owned and manufactured by British American Tobacco.
Last updated August 26, 2026
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Overview
HB is a German cigarette brand whose name derives from Haus Bergmann, the Dresdner cigarette factory acquired by British American Tobacco in 1932. The brand entered the West German market in 1955, at a time when filtered cigarettes represented only a small share of cigarette consumption. Its initial advertising presented HB as a good-tasting filter cigarette, helping position filtration as modern and desirable in the German market. HB rapidly increased its share during the late 1950s: from 0.4% in its launch year, according to the cited historical account, to 5.6% in 1956, 12.9% in 1958 and approximately 17% in 1959. It subsequently became Germany's leading cigarette brand and held that position until 1984. In 1975 it was described as Europe's best-selling cigarette brand. The brand's identity was strongly shaped by unusually memorable advertising. From 1957, British American Tobacco used the animated HB-Männchen, commonly associated with the name Bruno, in cinema and television commercials. Each short story showed an everyday frustration escalating into comic rage. A calm voice then advised the character to reach for an HB cigarette, after which the character returned to earth in a relaxed mood. The recurring formula made HB a symbolic problem-solving and calming product in popular culture. The character became one of the most recognizable figures in German commercial television, although tobacco advertising restrictions ended its television use; later commercials were shown in cinemas. The figure was created by cartoon director Roland Töpfer. HB also developed a broader publishing and promotional ecosystem. A publishing and distribution operation associated with the brand issued HB-Bildatlas travel guides from 1977, a European nature-magazine series from 1979 to 1987, and HB-Kunstführer art and regional guides from 1983 to 1997. The travel-guide line later continued under the DuMont Picture Atlas name after a redesign. The cigarette brand periodically issued special-edition packs, including the black Undercover series in the early 1990s, the Growing Regions series in 2004, and football-themed packs connected with the 2008 European Football Championship. HB's commercial footprint extended beyond Germany. The brand was marketed in several European countries and in selected other markets, including Vietnam and Tunisia through duty-free channels. During the 1970s, BAT also marketed HB in Rhodesia despite the international trade embargo; after Rhodesia became Zimbabwe, HB remained a major brand in the local cigarette market. This episode is part of the brand's corporate history and has been criticized in accounts of BAT's activities in sanctions-affected Rhodesia. From the 1980s onward, HB faced increasing competition, particularly from Marlboro. Marlboro became Germany's leading cigarette brand after 1986. HB nevertheless remained among Germany's more widely sold cigarette brands, although its reported share declined from 4.7% to 3.5% between 2002 and 2007 and fell below 1% by 2016 in the cited account. The decline was associated with changing brand priorities at BAT, which emphasized international premium brands such as Lucky Strike and value brands such as Pall Mall more heavily than established German brands. EU tobacco-packaging rules, including larger pictorial health warnings, added further pressure to traditional cigarette branding. HB remains a recognized German cigarette brand within BAT's portfolio, but its current manufacturing arrangements and detailed present-day market position are not fully established by the supplied reference material.
History
HB originated with Haus Bergmann, a cigarette factory in Dresden acquired by British American Tobacco in 1932. The initials used for the later brand refer to the factory's name. HB was launched in West Germany in 1955 as a filter cigarette. Its introduction coincided with a period in which filter cigarettes were still a relatively minor part of the German market. The brand's early message emphasized taste and filtration, presenting the product as a modern alternative to non-filtered cigarettes. The launch was commercially successful. The cited historical material records market share of 0.4% in 1955, 5.6% in 1956 and 12.9% in 1958. By 1959 HB held about 17% and had become Germany's leading cigarette brand. It retained that position until 1984 and was identified as Europe's best-selling cigarette brand in 1975. The brand's simple design and broad advertising made it especially visible in postwar West Germany. The most important element of HB's public identity was the HB-Männchen, an animated figure created by Roland Töpfer. The commercials followed a consistent comic structure: an ordinary situation went wrong, the character became increasingly angry and appeared to rise into the air, and a calm off-screen voice suggested reaching for an HB. The character then returned in a relaxed state. Commercials were produced from 1957 through 1984. Although television cigarette advertising was restricted in Germany from 1974, the films continued to be shown in cinemas. The character was reportedly recognized by the overwhelming majority of German viewers during the 1960s and became one of the country's best-known advertising figures. HB's activities also included branded publishing. The HB publishing and distribution operation issued the HB-Bildatlas travel series from 1977, a nature periodical beginning in 1979, and the HB-Kunstführer series from 1983. The nature publication ended in 1987 and the art-guide series continued until 1997. The travel-guide concept was redesigned and continued from 2010 under the DuMont Picture Atlas name. The brand used special packaging to refresh its visual presence. Examples include the black Undercover packs of the early 1990s, the Growing Regions series in 2004 and packs using German football-related slogans around the 2008 European Championship. HB also invested in sports sponsorship. Its associations included Suzuki's motorcycle racing program from 1982 to 1986, Honda teams in 500cc and 250cc competition from 1983 to 1996, Yamaha's 250cc Team HB Venemotos in 1987, and Audi Sport rally sponsorship from 1984 through 1987. HB branding also appeared at selected motorcycle-racing venues. BAT marketed HB outside Germany, including in neighboring European markets and selected countries farther afield. During the 1970s, BAT marketed the brand in Rhodesia while bypassing the international trade embargo. After independence and the country's renaming as Zimbabwe, HB remained strongly established there, while Marlboro reportedly struggled to gain comparable penetration. This history has attracted criticism because of the sanctions context. HB's German market position weakened after the mid-1980s, when Marlboro became the country's most popular cigarette brand. The cited figures show HB's share falling from 4.7% in 2002 to 3.5% in 2007, and below 1% by 2016. BAT's greater focus on international premium and value brands reduced the strategic emphasis placed on HB. New European packaging rules requiring prominent pictorial warnings further constrained the traditional use of cigarette-pack design. In 2016 BAT announced possible closure of its Bayreuth factory and consideration of production in Eastern Europe, but the available material does not confirm the final manufacturing outcome. HB continues to be described as a BAT-owned cigarette brand, although detailed current distribution and production information require verification.
- 2016
Possible Bayreuth production relocation announced
[1]BAT announced plans involving the possible closure of Bayreuth and relocation of production to Eastern Europe, without a confirmed outcome in the supplied material.
- 2004
Growing Regions special-edition packs
[1]The brand released packs themed around tobacco-growing regions.
- 1990
Undercover special-edition packs
[1]HB issued a special series using completely black cigarette packs.
- 1986
Marlboro becomes Germany's most popular cigarette brand
[1]Marlboro overtook HB in popularity in the German market.
- 1984
HB's German leadership period ends
[1]HB's long period as Germany's leading cigarette brand ended; the advertising character's production period also concluded.
- 1983
HB-Kunstführer series begins
[1]The HB-branded art-guide series covering German and European regions and art landscapes was introduced.
- 1982
HB-Suzuki motorcycle sponsorship
[1]HB sponsored Suzuki's 500cc racing effort, an association that continued through 1986.
- 1977
HB-Bildatlas travel series established
[1]A branded travel-guide series covering destinations in Germany and around the world was launched.
- 1975
HB identified as Europe's best-selling cigarette brand
[1]The supplied historical account identifies HB as Europe's best-selling cigarette brand during this year.
- 1959
HB reaches leading position in Germany
[1]HB reached approximately 17% market share and became Germany's leading cigarette brand.
Products and positioning
Historically positioned as an accessible, modern German filter cigarette, with a simple visual identity and advertising built around relaxation, composure and resolving everyday frustrations.
Combustible cigarettes · 1955
HB cigarette family
The core HB range consists of factory-made cigarettes associated with the Haus Bergmann name and a historically simple German visual identity. The brand entered the market specifically as a filter-cigarette proposition and became one of Germany's most prominent cigarette brands during the second half of the twentieth century. Current variants and specifications are not detailed in the supplied reference material.
Special-edition cigarette packs · 1990
HB Undercover
Undercover was a special packaging series associated with HB in the early 1990s. Its packs used an entirely black design intended to create visual differentiation and stimulate consumer curiosity. The reference material identifies the packaging concept but does not establish whether it remains available.
Special-edition cigarette packs · 2004
HB Growing Regions
Growing Regions was a 2004 special-edition packaging series that presented tobacco-growing areas as the thematic subject of the packs. It was part of HB's periodic use of non-standard pack designs to renew attention around the established brand.
Controversies
1970
Marketing of HB in embargoed Rhodesia
The supplied historical account states that BAT bypassed the international trade embargo on Rhodesia during the 1970s and marketed HB there. After independence and the country's renaming as Zimbabwe, HB remained strongly established in the local market. The episode is controversial because it concerns commercial activity in a sanctions-affected territory.
Marketing campaigns
- 2008Wir sind Feierland
Germany
HB issued football-themed packs using German national colors and celebratory slogans connected with the 2008 European Football Championship.
Outcome. The initiative used limited-edition packaging to connect the brand with national football celebration; longer-term commercial results are not reported.
- 1984Audi Sport rally sponsorship
Europe
HB sponsored the Audi Sport rally team in the World Rally Championship.
Outcome. The sponsorship continued through the 1987 World Rally Championship season.
- 1982HB motorsport sponsorship
Europe
HB sponsored motorcycle-racing teams and venues, including Suzuki's 500cc program, and later supported Honda and Yamaha racing activities.
Outcome. The brand gained prominent trackside and team visibility in 500cc and 250cc motorcycle competition during the 1980s and 1990s.
- 1977HB-Bildatlas
Germany · Europe
HB-associated publishing operations issued large-format travel guides covering destinations in Germany and other parts of the world.
Outcome. The travel-guide concept continued after a 2010 redesign under the DuMont Picture Atlas name.
- 1957HB-Männchen
Germany
Animated commercials showed the HB Man, commonly called Bruno, becoming furious when everyday events went wrong. A soothing voice suggested reaching for HB, after which the character calmed down and descended. The campaign linked the cigarette with relaxation and emotional control.
Outcome. The character became one of the best-known figures in German commercial television and was recognized by a very large proportion of the audience during the 1960s. Television tobacco-advertising restrictions later limited its medium, with commercials continuing in cinemas.
Brand decisions
2016
Proposed relocation of HB production from BayreuthStrategyBackground
BAT reported plans to close its Bayreuth factory and consider moving production to Eastern European countries including Poland, Romania, Hungary or Croatia.
Action taken
The company proposed shifting production away from Germany, which would have ended the brand's long association with German manufacturing.
Aftermath
The supplied reference does not confirm whether production was actually relocated. It notes that the Bayreuth plant had historically produced up to 53 billion cigarettes annually at its peak, with output serving both Germany and export markets.
Recent events
HB Company announces diamond collaboration with Louis Vuitton and Lucara Diamond Corp[2]
HB Company announced a collaboration with Louis Vuitton and Lucara Diamond Corp to manufacture the 1,758-carat Sewelo diamond. The announced process would allow Louis Vuitton to design a collection before the stone is cut and polished by HB Company.
Sources2 sources
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