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.