Brown & Williamson launches filtered Pall Mall brand

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Brown & Williamson Tobacco Corp. announced the national launch of its new filtered Pall Mall, the 21st century iteration of its more than a century old brand Pall Mall. Brown & Williamson, the No. 3 tobacco marketer in the U.S. behind Phillip Morris and R.J. Reynolds Tobacco Co., is positioning the new cigarette as a premium-quality product in the less-than-premium price segment, alongside sibling brands GPC and Viceroy. The unfiltered smoke will be available in six styles--regular, full-flavor, lights, menthol lights, king size and 100s.

The national launch, which began last week after a four-month test in Alaska, will be supported by advertising breaking in mid-February from G2, New York, a unit of Grey Global Group. Spending was not disclosed. "The key communication points are that it's new, that it's filtered, and that it's smoother tasing, slower burning and longer lasting," said Divisional VP-Marketing Paul Wessel during a webcast press briefing from the company's Louisville, Ky., headquarters. Other marketing includes a 6.5 million-piece direct mail drop and point-of-sale materials.

Copyright January 2001, Crain Communications Inc.

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