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BAT (UK and Export) launches DU MAURIER KING SIZE in the UK

BAT (UK & Export) Limited took over the marketing and distribution in the United Kingdom of DU MAURIER cigarettes from Gallaher in October 1979. The details of this operation and a short account of the history of DU MAURIER were given in the August 1979 issue of "Marketing News". Now the launch of DU MAURIER King Size, in the U. K. with retail sell-in commencing 27th May 1980, has been announced by BAT (UK and Export) Limited. DU MAURIER will be BAT's second major house in the United Kingdom, and follows the successful establishment of STATE EXPRESS 555 brands since BAT entered the U. K. market in 1978. Introducing the new brand, Jim Tiller, BAT (UK & Export) Limited's Marketing Manager, explained: "The time is right for BAT to launch a quality cigarette which will sell on style and individual appeal. The distinctive reputation of the DU MAURIER name, coupled with the strong promotional package which we have will, I am confident, ensure a major success for the new brand." DU MAURIER King Size will be launched at an introductory low price of 69p for 20. An attractive range of trade incentives will be offered in all sectors, to achieve stocking and display. The launch of the new brand will be heralded by a heavyweight advertising campaign in press and poster media. The campaign has been created by The Kirkwood Company. Point of sale impact will be achieved through a range of display material designed to enhance the quality appeal of the Brand and, like the advertising, highlighting the distinctive red and silver colors of DU MAURIER.

1980

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