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Kool cigarettes to get ad makeover

Article Abstract:

Brown and Williamson, the No. 3 cigarette maker in the US, is repackaging and repitching its Kool brand as a "natural menthol cigarette" in October 1998. The "B Kool ad campaign for B&W's premium cigarette and the eight-biggest cigarette brand in the US will not be scrapped. But the ad will undergo a makeover to put equal emphasis on promoting the brand through direct mail, bar promotions and event sponsorships. Meanwhile, B&W is currently in the development phase of developing a reduced-smoke cigarette, which does not need a barbecue or an instruction manual to light it.

Comment:

Is repackaging and repitching its Kool brand as a natural menthol cigarette in October 1998

Brown & Williamson Tobacco Corp.

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R.J. Reynolds tries smoke-screen ad approach

Article Abstract:

R.J. Reynolds is launching an advertising drive that pokes fun at criticisms of cigarette advertising. The print and television ads, which were developed by Mezzina/Brown, tries to capitalize on the increased criticism the cigarette brand has been receiving from different quarters. For instance, a print ad for the campaign shows scenarios where the Camel logo is hidden. The campaign also tries its hand in subliminal advertising. The drive employs the tagline "Mighty tasty!"

Comment:

Launching an advertising drive that pokes fun at criticisms of cigarette advertising

Advertising

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Low-smoke cigarette lacks sales spark

Article Abstract:

RJ Reynolds (RJR) is reconsidering how it markets its Eclipse cigarette following a disappointing year in test marketing. The Eclipse is a cigarette that produces a lower amount of smoke. However, the senior vice-president of marketing for RJR, David Iauco, said that the firm is committed to the success of Eclipse. RJR has been test marketing Eclipse in markets around the US.

Comment:

RJ Reynolds (RJR) reconsiders how it is marketing its Eclipse cigarette following a disappointing year in test marketing

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