Popular cigarette ad: "every inch a lady"
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Benson & Hedges Cigarettes

Benson & Hedges Cigarettes Mild 100s



Cigarette Brands Facts: Popular, Online, Discount

The list of countries, where Benson & Hedges cigarette brand is the most popular (in alphabetical order): Australia, Canada, Germany,United Kingdom (UK), United States of America (US).

Benson & Hedges (B & H) cigarettes are manufactured in following countries: Australia, Austria, Belgium, Canada, Chile, Czech, England, France, Germany, India, Italy, Malaysia, South Africa, Switzerland, USA.

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Benson and Hedges Cigarettes. Advertising (ads) in 1991

Benson and Hedges Cigarettes. Advertising (ads) in 1991

Tobacco Cigs Brand Marketing News

The development of the Benson & Hedges Mild brands, and their current advertising campaigns

Benson & Hedges Luxury Mild (95mm) was introduced first in 1974; its King Size companion brand, Benson & Hedges Special Mild, a year or so later. At the present time Luxury Mild is sold in over 40 markets, and Special Mild in 33 markets. They were developed to take advantage of trends towards milder cigarettes in "international brand" markets, broadening the Benson & Hedges brand range, and consolidating the B&H image of prestige and quality assurance. In their earlier days they did not have the benefit of large-scale international media advertising, as the two brands were introduced market by market gradually, in the version appropriate for the individual market situation. From early days international campaign material for use in local media was available for both brands, examples of which are illustrated here. B&H Luxury Mild advertising emphasized Luxury, as the copy line "Pure luxury reflected in mildness" implies. Visual subjects were elegant and restrained. B&H Special Mild, on the other hand, had an advertising style which was quire different. The main copy line "A special kind of mildness" was illustrated in a distinctive, fantasy treatment of trees and blossom with the pack superimposed. Research conducted two years ago indicated certain shortcomings. The image of both brands was much more feminine than was desirable, an image which had been influenced both by the advertising and by the white tipping on the cigarettes. The pack and name, however, clearly conveyed a high level of prestige. As the feminine bias was restricting the brands' franchise, the decision was made to change over to cork-tipping, and this was affected some 18 months ago. Although some consumers did not like the change they were few in number, and the benefits of the widening of the franchise were judged to justify the decision. With the femininity of the mild image went an impression of an implicit lack of taste, and this was particularly true of Special Mild. The advertising approach for Luxury Mild had, in addition, tended to be seen as rather pretentious. It said little about the product, and the pack illustration was rather small within the layouts, which did little to help build the desired brand awareness. These factors prompted a re-examination of the advertising approaches for both brands. The need was underscored by the new policy which had been agreed by the Tobacco Division Board, to put greater weight behind the Mild brands, both in terms of financial support and widened distribution.

1978

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