Word: benson
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Dates: during 1960-1969
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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...
Pall Mall pioneered the popular-price "luxury-length cigarette" in March 1966, and was followed last fall by Benson & Hedges. The two caught on so well that other companies that had been considering the longer cigarettes rushed their brands into distribution. Along with Pall Mall, the American Tobacco Co. brought out Colony in the 100-mm. length; American is now test-marketing Tareyton, Lucky Strike and Fifty Fifty in that size. P. Lorillard Co. introduced 100-mm. Spring and York and is testing its best-selling Kent in the supersize. Liggett & Myers now has menthol L & Ms in the longer...
Apologetic Approach. The longies have been pushed forward by a spritely $10 million campaign launched for Phillip Morris' Benson & Hedges by the hot new advertising agency, Wells, Rich, Greene. Adopting the apologetic approach to advertising that worked so well for Volkswagen and Avis Rent A Car, 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...
...Winston KF 22.9 1.32 Old Gold KF 23.0 1.32 Waterford KF 23.0 1.40 Lark KF 23.1 1.26 Philip Newport Morris KF KMF 23.3 23.2 1.34 1.46 Viceroy KF 23.4 1.68 Salem KMF 23.6 1.43 Paxton KMF 23.8 1.43 Parliament KF 24.0 1.44 L&M RF 24.9 1.12 Benson & Hedges RF 25.0 1.55 Tempo KF 25.1 1.68 Tareyton KF 25.3 1.35 Alpine KMF 26.4 1.52 Kool KMF 26.6 1.88 Chesterfield R 27.0 1.18 Oasis Lucky Strike R KMF 27.1 27.1 1.42 1.38 Lucky Chesterfield Strike KF KF 27.6 27.3 1.42 1.72 Raleigh KF 27.8 1.98 Old Philip Gold Morris...
...surge with Kent in 1952, P. Lorillard now has only two nonfilters (York and Old Gold Straights), recently launched True cigarettes in plain and menthol versions. Danville, another new Lorillard filter, is being test-marketed in the South. Philip Morris now has Marlboro Green menthols, Galaxy and 100-mm. Benson & Hedges filters. Last month Liggett & Myers put menthol Chesterfields on the market...