TITLE

Struggling ciggies strike new poses

AUTHOR(S)
Pollack, Judann
PUB. DATE
May 1999
SOURCE
Advertising Age;5/24/1999, Vol. 70 Issue 22, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article focuses on the decision of Philip Morris USA Inc. to create new advertising strategies for Benson & Hedges (B&H) and Merit cigarettes. Leo Burnett USA Inc. in Chicago, Illinois, is behind the campaigns for B&H and Merit. Both are designed to recoup share for brands that are being slowly strangled by Philip Morris' Marlboro cigarette. B&H replaces humor with sexy sophistication in a campaign that breaks in July 1999 issues of magazines. The campaign uses sultry, smoky executions to depict smokers in glamorous night-club settings. The advertisements replace a lighthearted campaign that showed cigarettes lounging like humans in hammocks and chairs and featured taglines such as Sitting and talking. Benson & Hedges. The company has been working to change that creative since a tobacco industry settlement with state attorneys general that blocks the use of anthropomorphic cigarettes in advertising. The B&H switch dovetails with a new creative directive on Merit, Philip Morris' low-tar smoke. In June 1999 magazines, Merit replaces its long-running Yes I Can! theme with the line Discover the rewards of thinking light. The tagline is illustrated via amusing situations such as a ballet-dancing sumo wrestler and an Eskimo loading up an oversize dogsled that's being pulled by a dachshund.
ACCESSION #
1873014

 

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