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Viceroy Cigarettes

Viceroy Cigarettes Full Flavor Deluxe


Tobacco Cigs Brand Marketing News

A new advertising campaign to give Viceroy a more positive image, and to compare favorably with the U. S. 'full flavor' market leaders

Viceroy, Brown & Williamson's ????? 2 brand in volume terms, is one of the Company's long-established brands. Originally introduced in 1936 as a filter cigarette, at a period when filters were a rarity, it was well-placed to benefit from the swing to filters which began in the 1950s. By the end of 1954 Viceroy was Brown & Williamson's leading brand, a King Size filter with advertising which featured the Viceroy filter's "20,000 tiny filter traps". In fact, Viceroy remained B&W's biggest-selling brand until it was overhauled by Kool KSF in 1965. Although it had become a major U. S. brand which continued to climb until it peaked in 1966, it had been overtaken by both Winston (in 1955) and Marlboro (in 1960). The former had risen to popularity with advertising emphasizing the brand's taste ("Winston' tastes good like a cigarette should"), and Marlboro, even in the pre-cowboy cays, projected a message where flavor played a major part ("You get a lot to like with Marlboro - filter, flavor, flip-top box"). Somehow Viceroy was not able to match the appeal of its main rivals, and over the years a number of different advertising campaigns and campaign variations were tried. Among those used were the following: The "thinking man" campaign, in which Viceroy was projected as the cigarette for people who liked to make up their own minds. Copy described Viceroy as having "a thinking man's filter and a smoking man's taste". "Viceroy" gives you more of what you change to a filter for" was the copy theme of a campaign which projected Viceroy as "all things to all men" without majoring on any specific product or smoker identity. This gave way to... "Not too strong, not too light, Viceroy's got the taste that's right" Again, Viceroy was positioned in copy terms as the middle-of-the-road filter brand, neither one thing not the other in terms of product or consumer identification. The campaign ran for a considerable time during the early-to-mid 1960s. "Right any time of the day" was the main copy line for the next campaign which (around 1966) further developed the "taste that's right" idea. Both men and women were featured in the ads. "The good taste never quits" This copy line took over, and was used consistently during the 1967 - 1969 period, using strong, simple visuals. "Viceroy gives you all the taste, all the time" was the main copy theme of a campaign which ran from about 1970 until early 1972. Visually, the copy was in small, discreet type, set on color photograph backgrounds. The pictorial subjects showed people - both men and women - in settings indicating their good taste in such matters as food, travel, recreation, entertaining and the arts. These subjects, and the use of women alone in many of them, gives the impression (on going through ads on file) that a feminine rather than masculine image was being projected.

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