B&W's Carlton relaunch first since new ad rules

Pollack, Judann
March 1999
Advertising Age;3/1/1999, Vol. 70 Issue 9, p12
Trade Publication
This article focuses on the reintroduction of the Carlton ultra-low tar brand of Brown & Williamson Tobacco Corp. and its impact to the cigarette industry. The relaunch of Carlton cigarettes may be a blueprint for the industry after its landmark settlement with state attorneys general. The most obvious difference between this campaign and a previous cigarette campaign is the absence of outdoor advertising, now banned. There are other subtle changes. As for the Carlton pack, gone is its traditional red, a bold color that led to an inevitable comparison with full-tar Malboro.


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