MADRID -- BAT is using the cellophane wrapper on its relaunched Lucky Strike cigarette brand as an advertising medium in Spain. Variations of Lucky Strike's advertising tagline, ``Full Taste," are being used on cigarette packs. In brightly-colored typeface such messages as "Full Emotion," "Full Sensation," "Full Living," "Full Love" and "Full Loving," are set against a white background. Using cellophane wrappers as an advertising medium allows the company to quickly change promotions without having to change the actual pack design.
The re-design was carried out by advertising and promotion agency CP and may be rolled out into European countries. The re-launch is being supported by a $6.5m advertising campaign in Spain.
Copyright October 1997, Crain Communications Inc.