TITLE

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

AUTHOR(S)
Pollack, Judann
PUB. DATE
March 1999
SOURCE
Advertising Age;3/1/1999, Vol. 70 Issue 9, p12
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
1609521

 

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