What's behind the mystery ad?

Dagnoli, Judann; Fahey, Alison
September 1991
Advertising Age;9/23/1991, Vol. 62 Issue 39, p17
Trade Publication
This article reports on the advertising campaigns launched by McCain Citrus and Philip Morris USA featuring mystery products in September 1991. Keeping the product under wraps is the strategy in two campaigns unveiled by the companies. Neither campaign shows or identifies the product being advertised. The taste-test challenge advertisements call their own products Brand X and invite consumers to send in a coupon to solve the mystery for themselves. While the Philip Morris advertisement, believed to be for Merit cigarettes, is a revival of its famed Merit Taste Challenge campaign first run in 1987. McCain's effort supports the New York and Philadelphia, Pennsylvania introduction of Boku, a fruit juice targeting adults.


Related Articles

  • PM pushes paper with new $20 mil Merit effort. Beardi, Cara // Advertising Age;7/17/2000, Vol. 71 Issue 30, p4 

    The article reports on the advertising campaign to be launched by Philip Morris USA that feature the new cigarette paper used in the firm's Merit brands. Key issues discussed include a description of the cigarette paper called Paper-Select, the key features of the campaign and creative credits...

  • PM fires up $30M Merit Ultima launch. Dagnoli, Judann // Advertising Age;1/20/1992, Vol. 63 Issue 3, p3 

    The article reports on Philip Morris USA's impending launch of its technologically advanced cigarette called Merit Ultima, a line extension of the company's popular Merit brand. The product launch will be supported by an estimated $30 million-plus print, outdoor, direct mail and...

  • Challenging Big Tobacco. Siebert, T.W. // Adweek Southeast Edition;02/21/2000, Vol. 21 Issue 8, p5 

    Deals with the advertising campaign launched by Philip Morris company regarding its commitment to responsibly market its products. Marketing spending of Philip Morris.

  • Marlboro country.  // Dollars & Sense;Mar/Apr97, Issue 210, p4 

    Reports on the indefinite postponement of Philip Morris Cos. Inc.'s promotional advertising campaign in the United States of state-of-the-art train journey, the Manhattan Unlimited. Information on the prize for promotion award winners; Problems in the design and engineering of the train.

  • Philip Morris ready to ship Marlboro Ultra Lights intro.  // Brandweek;11/10/97, Vol. 38 Issue 42, p5 

    Reports on the Philip Morris Company's plans to launch an advertising campaign for Marlboro Ultra Lights. Factors associated with the campaign; Amount of time that the product was tested; Scheduled date for release of the campaign.

  • Smoke and Mirrors. Lippert, Barbara // Adweek New England Edition;12/14/98, Vol. 35 Issue 50, p34 

    Criticizes an advertising campaign of the Phillip Morris company. Cost of the advertisement; Adverting's participation in the increase in teen smoking; Details on the commercial.

  • Philip Morris launches ads in newspapers-only campaign. Nicholson, Joe // Editor & Publisher;02/28/2000, Vol. 133 Issue 9, p29 

    Reports on Philip Morris Cos. Inc.'s launch of an advertising campaign for newspapers. Promotion to inform the people about tobacco-related issues; Newspapers where the advertisements have appeared; Reason for selecting newspapers for the campaign.

  • Why Philip Morris' ethical campaign is risky, but right. Smith, Craig // Marketing (00253650);7/12/2001, p19 

    Comments on the risk in the advertising campaign of Philip Morris, a tobacco manufacturer in the United States. Outbreak of pressures placing the company on an ethical tightrope; Implications on the defense of the company; Speculations on the effect of the pressures.

  • Smoking Lung. Lippert, Barbara // Adweek New England Edition;02/14/2000, Vol. 37 Issue 7, p30 

    Focuses on the advertising campaign of Virginia Slims cigarette from Philip Morris Co. Details on the campaign; Concept of their campaign; Views on the campaign.


Read the Article

Courtesy of

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics