Word: 100s
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Dates: during 1960-1969
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...Marlboro Country, are among the more mindless on TV.* Now they are engaged in a dreary interior dialogue. In reply to Chesterfield's joshing boast that its 101s are "a silly millimeter longer," Winston Super Kings scoff: "It's not how long you make it." Right, says Pall Mall 100s. What counts is whether you're "longer at both ends." Going everybody one less, Player's cigarettes is currently marketing a new brand in Canada that is "five millimeters shorter" than regular size, which means that "you smoke a little less, you pay a little less." If that doesn...
...original supply of artillery ammunition when an enemy shell hit their supply dump early in the siege, they were able to call in airpower for the sort of pinpoint destruction that is normally associated with howitzers. When the lowering clouds lifted a few hundred feet, dartlike Air Force F-100s, Navy and Marine F-4 fighter-bombers and stubby A-4 light bombers zipped under the overcast to place high explosives on the spreading enemy trenches. Huge, eight-jet B-52s, which bomb by radar, flew over Khe Sanh regardless of the weather...
Last week Liggett & Myers went competitors one better. With two 100-mm. brands, L. & M. Menthol Tails and Golden 100s, already out, L. & M. announced national distribution of Chesterfield 101s. The new cigarette is actually 1 mm., or 39/l,OOOths of an inch -the thickness of a dime-longer than competitors, and appears in a plum-colored pack with a large "101" on the front. To emphasize the difference and to create image, L. & M. will play on the "silly millimeter longer" feature of the cigarette, has earmarked a reported $15 million for advertising...
...launched a nationwide advertising campaign designed to put the company on the road to recovery. To plug its 1968 models, the automaker is relying on 18-month-old Wells, Rich, Greene, Inc., which was already Madison Avenue's hottest new ad agency (other clients: Braniff airlines, Benson & Hedges 100s) when it picked up A.M.C.'s $12 million account last June. The full measure of the agency's upstart audacity will become evident by the time its client's '68s go on sale next week. Abandoning the teasers, Wells, Rich, Greene will start hurling its barbs...
Tackling the Mustang. Along with its new-look Javelin, A.M.C. has sought a new look in advertising, signing on the currently hot Wells, Rich, Greene agency (other accounts: Benson & Hedges 100s and Braniff airlines), which plans to tackle the Mustang headon, with the pitch that the new car has features-contour bumpers, hand-welded roof, more leg room-that make it a swell value. A.M.C.'s brass expects the total specialty market to reach 1,000,000 car sales next year, counts on the Javelin to capture a 5% slice, or 50,000 cars. Added to American...