Popular cigarette ad: "every inch a lady"
and "high performance ultra light cigarette"
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Viceroy Cigarettes

Viceroy Cigarettes Full Flavor Gold 100s


Tobacco Cigs Brand Marketing News

A comprehensive support programme

For the entire 12-week period of the promotion, virtually all the ongoing advertising and display support for Viceroy was given over to the promotion. Thus the promotional message was carried on TV and radio and in the press, as well as at point-of-sale. Additional special promotional materials - leaflets, posters, shelf wobblers, collection boxes for Winston's counter attack The anticipated Winston promotion, beaten to the punch by Viceroy, broke a couple of days after the Viceroy promotion launch. It was based on a scheme considered earlier by B. A. T. and rejected because of the problems it was likely to create in the trade, and the difficulty of sustaining consumer interest over a 3-month period. It required a consumer to buy a pack of Winston. With each pack the purchaser was given a sealed coupon which, when opened, revealed whether the buyer had won a prize or merely a "better luck next time" message. The major prize was HKS10,000 worth of gold: lesser prizes were 5100 store voucher or a free pack of Winston. Despite its simplicity, the Winston promotion was not successful. Consumers soon became disillusioned by the inevitable knowledge that the great majority of coupons were "losers". Word spread around that one wholesaler had opened about 100 coupons at one time, and did not find a single prize. Other similar tales spread quickly.

1978

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