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Rothmans Cigarettes

Rothmans Cigarettes King Size Filter


Tobacco Cigs Brand Marketing News

'Natural Flavour Enhancement' Rothmans SL receiving wide European distribution

Rothmans SL (in Germany under the Brinkmann name) has been given increased distribution in Europe during the early months of this year. The brand is now marketed in Switzerland, Holland, Belgium and France. A typical advertisement for the brand, promising "yesterday's taste with today's mildness", is reproduced here, together with another announcement elaborating on the "enhanced flavor" story. The Kool and Viceroy ads from Brown & Williamson are interesting examples of visual and copy approaches. The Viceroy campaign identifies the brand as one that is not "a boring cigarette", but which offers excitement in its taste. The copy concept is certainly original - but is there a danger that the negative word "boring" might possibly associate itself with Viceroy in some readers' minds? The Kool ad is only one of many lively, different approaches being used concurrently for Kool, according to the publications concerned. While some continue to convey the cool waterfall type of menthol approach, others such as that shown use a more informal style in both words and visual. The Carlton (U. S. A.) ad is an extreme example of the big brash copy claim, with its massive heading supplemented by tables of "tar" and nicotine deliveries. An extravagant approach is also given, but in visual terms, in introducing Gauloises Internationales in France. The use of the English language heading "A Star is Born" is unexpected in France, where the influence of the English language on the purity of French is actively discouraged. The challenge to creativity set by increasing restrictions on what cigarette advertisers may say or show has tended, in general, to produce fairly predictable responses. A campaign which has recently broken in the United Kingdom provides a striking exception. This is the Benson & Hedges Special Filter campaign from which we illustrate an example. Gallaher, who market B&H in Britain, are certainly being courageous in running such a controversial campaign for which it would be difficult to make a rational case. They are taking advantage of the brand's current dominance of the King Size sector (despite the aggressive competition of recent months, notably from John Player King Size) to experiment with approaches which breach no present or anticipated restrictive codes, in the confidence that if the campaign should prove to do the brand no positive good, at least it is most unlikely to do it any harm.

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