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Tobacco Cigs Brand Marketing News

Wills Launch A Second UK "Embassy" - With Coupons

 In our last issue we reported the introduction of two new low-priced UK coupon brands, these being Benson & Hedges SOVEREIGN and PLAYERS No. 10, both at 3/6 for twenty (recommended price). We also mentioned that the previous lowest-priced coupon brands were PLAYERS No. 6 and CADETS at 4s.
 Now we hear from Wills that EMBASSY GOLD is being nationally launched in May - at 3/10. Its coupons will be fully interchangeable with those of the "parent" EMBASSY Filter brand (at 5/2), Britains biggest-seller. Both brands have 2 coupons in each pack of ten, EMBASSY GOLD containing 4 coupons in its 20s pack as compared with the 5 in the "parent" brand's pack of twenty.
 Brands selling at 4s and below now account for an estimated 30% of the total market, two thirds of the smokers being women. This would account for the use of women's magazines in the launch advertising plan, described by Wills as "heavy".

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