Word: menthol
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Whatever their approach, truly original ads are so few that they are quickly copied. The bulk of menthol cigarette ads-a boy, a girl (shoeless) and a babbling brook-are virtually indistinguishable. Often, too. the less expensive or distinctive a product is, the more pretentiously it is advertised-which leads admen to argue whether it is good salesmanship to make a snob appeal for a non-snob product. The most notable voice raised in opposition is that of Fairfax Cone of Chicago's Foote, Cone & Belding agency, who argues that an ad should come as close as possible...
...American Tobacco's Lucky Strike, Liggett & Myers' Chesterfield, American's Pall Mall, and Philip Morris), held 82% of the cigarette market; today that share is held by ten brands, many of them born since then. Filters have swelled from i% of the market in 1952 to 50% today, and menthol cigarettes have gone from 3% to 10%. Nor is the race to novelty over. This week Brown & Williamson began test-marketing a new filtered cigarette called Kentucky Kings...
...years when Gray took a puff of a new blend numbered 736 one day in 1954. Cried he: "This is it! Let's go all out for it." The company did?and Winston took over leadership among the filters in 1955. Reynolds followed up its victory by introducing the mentholated Salem, timing it just right to hit the growing demand for menthol...
...MENTHOL CIGARETTES, which have come from 5% to 10% of the market in two years, will double their share to 20% in next two years, predicts Lewis J. Gruber, chairman of P. Lonllard Co. (Kent, Old Gold, Newport). Gruber says smokers like mint and menthol sensations, but will not embrace new tastes-pineapple, cinnamon, apple blossom...
Vita Manga Est. Last week the menthol drive reached its peak of intensity, proclaimed by full-page ads that touted every gimmick that adman can conceive and machine execute. Philip Morris (Marlboro, Parliament) launched Alpine on a national scale, billed it not only as a long, low-tar, lightly mentholated cigarette with "the longest filter yet," but as one of the few cigarettes since Camel to come in a package with a picture on it (of an Alpine mountain). Brown & Williamson, whose "Thinking Man" Viceroys thoughtlessly slumped 20% in the first quarter, clawed back with two new filters: the mentholated...