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West Cigarettes

West Cigarettes Blue American Blend


Tobacco Cigs Brand Marketing News

Reemtsma takes West cigarettes east

When Saatchi & Saatchi Advertising was deciding how to introduce Reemtsma's West cigarettes in Eastern Europe, the biggest point of debate was whether the cigarette pack should be pictured in the ads, while that's usually a no-brainer in most countries. Eastern Europe presents a unique situation because of frequent shifts in what's legal in tobacco ads and to what extent laws are enforced. The rule of thumb most of the powerful multinational companies follow is: Lobby hard, then run as many ads as you can get away with. Even if companies art taken to court, the maximum fine in Hungary, for example, is $115 per court case. As a result, cigarette marketers ignore the law and advertise everywhere except broadcast media. The West campaign, breaking this month in Hungary, shows five cigarettes, indicating each pack contains 25 cigarettes, five more than rival brands, even though marketers in Hungary have been fined for showing cigarettes in ads. Flouting the law is so widespread that cigarette advertising in Hungary is forecast to soar to $8.6 million this year from $1.15 million in 1992, according to Zenith Media Worldwide estimates. Hungarians buy about 24 billion cigarettes a year, B. A. T. estimates in Czechoslovakia, tobacco advertising was banned in November, but ads continue in both the Czech Republic and Slovakia. West ads have gone up in both Prague and Bratistava on transit vehicles without any demands from authorities to remove then, according to TD1 International.

1993

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