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Viceroy Cigarettes

Viceroy Cigarettes Filters 100s Rich Natural Tobaccos


Tobacco Cigs Brand Marketing News

The new Viceroy advertising campaign

The examples shown here illustrate the new Viceroy campaign which began in June this year, and which is the result of an intensive search for a new- creative approach to strengthen Viceroy's position in the 'full-flavor" sector. The new campaign and the Viceroy image The motor racing campaign which has run for live years had set out to establish a user image for Viceroy in keeping with its product image of a relatively "full flavor" cigarette. It did not succeed in achieving the desired user image, but it clearly established Viceroy's product image in the "full flavor" league. It was concluded that the lack of a clear user image had acted against the building of brand loyalty. As Viceroy sales continued to decline (10.5 - billions in 1976 as compared with 19.5 billions in 1967), research indicated that the erosion was caused primarily by Viceroy smokers switching to low "tar" brands. Although the two major "full flavor" brands, Marlboro and Winston, had higher "tar" deliveries than Viceroy, they were not losing as high a percentage of their smokers to low "tar" brands. From all this, B&W concluded that Viceroy should be positioned as a "full flavor", lower "tar" alternative to the two main competitors. Over the past two years a project has been carried out to examine and analyze all Viceroy's strengths and weaknesses, and to test various strategies and approaches. A number of national advertising agencies were involved in this work. As the project progressed, two major lines appeared which were to influence the direction of further work. Three agencies came to the conclusion that advertising should go back to Viceroy's traditional strength - of full flavor with lower "tar" assurance. Two agencies, acting independently, came up with the "scales" device as a means of conveying the latter point. As a result, two campaigns (from the two agencies) were tested, and the account was finally awarded to McCann-Erickson. Brown & Williamson explain the McCann-Erickson strategy in these words: "McCann-Erickson's strategy is based on the belief that 'the degree of success a cigarette brand achieves is based on management of the image of the brand'. They believe that Viceroy requires a very strong user image, but that the product image must be driven home before the user image can be effectively exploited. Further, they believe that 'targeting against the most moveable prospects' is the most effective strategy. The base of opportunity from the edge of Marlboro, through Winston to the top edge of the hi-fi brands is deep and rich, and will be for some time to come!" Brown & Williamson plan to continue to give Viceroy heavy support investment, and to project it as a leading brand by the use of dominant full-color double-page spreads and other striking advertisements. Initially the aim is to concentrate on putting across the 'More tobacco, less 'tar', than Winston or Marlboro" theme, and when that communication objective has beer, achieved, the intention is to give greater emphasis to the user image by means of the "new masculinity" and the Viceroy "V" sign.

1977

Like and Popular

Cigarettes Brand

Bond Street

Camel

Chesterfield

Davidoff

Glamour

Kent

L&M (L and M)

LD Liggett-Ducat

Lucky Strike

Marlboro

More

Muratti

Pall Mall

Parliament

Salem

Sobranie

Virginia Slims

Winston

555

All Natural Native

Benson & Hedges

Black Devil

Business Club

Capri

Captain Black Little Cigars

Doral

Dreams

Du Maurier

Dunhill

Embassy

Gauloises

Gitanes

Herbal cigarettes

Honeyrose

John Player

Kool

Lark

Longbeach

Mild Seven

Nat Sherman

Natural American Spirit

Newport

Peter Jackson

Peter Stuyvesant

Player's

Players

Rothmans

Seneca

Silk Cut

The Companies | British American Tobacco

The Companies | Philip Morris

The Companies | Rothmans

Viceroy

Vogue

West

World cigarette market

World | Lights Cigarettes

Black Devil, Camel, Dreams, John Player, Marlboro and Nat Sherman is popular in most countries of the world! Captain Black little cigars
Black Devil cigarettes
Dreams cigarettes online
Peter Jackson cigarettes
John Player cigarettes
Nat Sherman cigarettes online
All Natural Native cigarettes

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