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L&M (L and M) Cigarettes

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The list of countries, where L&M cigarette brand is the most popular (in alphabetical order): Australia, Austria, Argentina, Belgium, Brazil, Canada, China, Czech, Denmark, Finland, France, Germany, Greece, Iceland, India, Ireland, Israel, Italy, Japan, Mexico, Moldova, Netherlands or Holland, Norway, Poland, Portugal, Romania, Russia, Turkey, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Ukraine, United Kingdom or UK, United States of America or USA or U.S.
L&M cigarettes are manufactured in following countries: Argentina, Belgium, Brazil, Czech, Finland, Germany, Japan, Malaysia, Russia, Switzerland, Ukraine, USA.

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L&M Cigarettes. Advertising in 1957

L&M Cigarettes. Advertising in 1957

Tobacco Cigs Brand Marketing News

Achieving brand awareness in Hong Kong with a limited budget

As a result of agreements dating from pre-war days, BAT Hong Kong owns the trademark of Liggett & Myers' L&M locally, a brand which is competitive in other markets. A few months ago the pack label was changed to the new pictorial design adopted for the brand in the United States. The design change attracted considerable interest among younger consumers, doubling sales from a small and static base. BAT Hong Kong saw possible potential in the brand as a contender to Kent which, with similar product characteristics and consumer profile, was posing a major threat. The problem of creating wider brand awareness with a limited budget was not an easy one to solve. The bulk of expenditure was on television, and though this obtained coverage it could not exploit to full advantage the unique feature of the pack design, as TV is still largely viewed in black and white.  To back up the media campaign, a beach buggy was hired from a firm who had just started to assemble them in Hong Kong, mainly for export. The buggy was painted to simulate as closely as possible the L&M pack, and in addition a large dummy pack was fixed to the top of the vehicle. Crewed by a team of attractive girls dressed in costumes which also reflected the pack design, the buggy toured the more crowded streets of Hong Kong, stopping off to conduct sampling in offices. Each lunchtime the team ate in one of a selected number of Chinese restaurants, and here too they carried out sampling.  The beach buggy and the girls attracted a lot of attention wherever they went, and BAT Hong Kong believe the promotion has been succeeding in its task of creating awareness of the brand and recognition of its pack.  We are told that after 5 weeks of the promotion plus the media campaign, sales were running at over three times the original level. 

1972

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