Word: bulleit
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Dates: during 1980-1989
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While Liggett has been going after the cost-conscious consumer with no-brand, other cigarette companies have been trying to win over the status-conscious customers with new brands. Said David Bulleit, who handles the Philip Morris account for New York's Wells, Rich, Greene ad agency: "Quality is selling. Sophistication is a very convenient term for all these trends...
Philip Morris is aiming a revived Players, a name first used by the company six decades ago, at upper-income smokers between ages 25 and 35. Says Company Spokesman Ernest Quimby: "It is a brand designed, formulated and packaged to an upscale mode of life." Concurs Adman Bulleit: "Players is a sociable, fun brand for sophisticated adults who enjoy going places at night." The black, cigarette case-type package is an important part of the promotion...
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