Word: 100s
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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...
Understandably, the 125-man agency is under high pressure to match such high expectations. The very first campaign that was developed entirely at W.R.G. was for Philip Morris' Benson & Hedges 100s. It started last August -and Philip Morris is already convinced that the self-kidding ads ("You'll never have to worry about lighting your nose") are responsible for the fastest start of any of its brands since Marlboros hit the market...
Even though tobacco men predict that the 100s will continue to account lor a growing share of market, one problem must be solved that not even Wells, Rich, Greene cares to make light of. Without a converter that costs $50, the longer size does not fit into 900 000 vending machines, from which 17% of all cigarettes are sold. Vending-machine owners so far are not eager to spend on conversions until they are certain the 100s are not a fast-burning...
...Benson & Hedges ads point out the difficulties of smoking a 100-mm. cigarette. They burn beards, get crushed in cigarette cases, smashed in elevator doors, mashed against closed car windows, and one ad warns: "Please hold this magazine a little further away if you're smoking Benson & Hedges 100s." On the other hand, "You'll never have to worry about lighting your nose." And Benson & Hedges 100s offer "three puffs, four puffs, maybe five puffs longer than king size-depending upon how you puff." As a result, Benson & Hedges have edged ahead of Pall Mall as the biggest...
...accident happened when the commander of one surrounded unit radioed for air strikes to help out against the Reds. To guide the airmen to their targets, he ordered smoke rockets fired onto V.C. positions, outlined his own with colored smoke grenades. Despite the precautions, two Air Force F-100s swooping in to the rescue dropped their napalm canisters right on the U.S. lines. When the smoke cleared, many of the American troops lay writhing on the seared ground. Others ran screaming from their positions with their clothing afire...