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Benson & Hedges Cigarettes

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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 1999

Benson and Hedges Cigarettes. Advertising (ads) in 1999

Tobacco Cigs Brand Marketing News

New Zealand's 'Benson & Hedges 500' promotion

Wills (New Zealand) were among the earlier BAT Group companies to make use of motor sport for promotional purposes, and in September 1972 they held their fifth Benson & Hedges 500 Saloon Car Race promotion. The association of the sport with a brand of the prestige of Benson & Hedges has been proved as completely compatible. Interest in motor racing has always been keen in New Zealand, a country which, for its population, has produced a fair number of top class drivers. These include the late Bruce McLaren (whose name lives on in the Yardley McLaren racing team) and Denny Hulme, that team's leading driver and ????? 3 in the 1972 drivers' world championship. The Benson & Hedges 500 is raced over the N. Z. International Grand Prix circuit near Auckland between standard production saloon cars assembled in New Zealand. The event is front page news, and as such gets exceptional media coverage on radio, TV and in the press. A 25-minute film of the race (edited down, of course) is shown on TV in addition to the normal newsreel coverage. The Benson & Hedges name is an integral part of the title of the event, and as such gets full mention. For the 1972 race all the usual support was undertaken - signs at the track, programme covers, car stickers, event advertising on radio and in the press, pre-event P. R. functions, the display of cars and advertising material in shopping malls and so on. In addition special efforts were made to follow the promotion through to the selling situation with the declared objective of obtaining on-counter display for B&H from 20% of all retailers. For this purpose the illustrated display item was specially produced, to display the cigarettes and to act as a dispenser for a free pamphlet which describes the race, advertises the brand and also carries paid-advertising for various motor-linked organizations. These ads in fact paid for the major part of the total cost of the pamphlets. The dispensers, retrieved after the event, have had a second lease of life carrying holiday brochures. A Benson & Hedges 500 poster too is on sale to motoring enthusiasts.

1973

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