Lucky Strike ads tells Venezuelan youth it's their choice

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CARACAS--Lucky Strike, a premium brand of British American Tobacco marketed in Venezuela by Cigarrera Bigott, last month launched a $1 million ad campaign aimed at a younger audience. The "You Decide" campaign starts out talking about the right of young people to choose the kind of music they want to listen to. It goes on to consider other life choices using the tagline: "The decision is always yours." The underlying message is that youth should make up their own minds about smoking, and if so, which brand.

The music theme was chosen because it has a universal appeal to youth and signifies freedom of expression, says Bigott Brand Manager Carlos Alfonso.

The music experience campaign, which runs through October, uses outdoor and print, as well as in-pack coupons that smokers can exchange for favorite records at the music chain Disco Center. Lucky Strike will also have computers in leading shopping malls where kids can play video games and answer questions about movies and music to win prizes like T-shirts, baseball caps and watches. Sampling will be handled by 140 Lucky Strike girls operating in Caracas and Maracaibo.

In 1998, Lucky Strike grew 31% from the year before in the small but profitable premium niche, which represents 3% of cigarette sales in Venezuela.

Copyright June 1999, Crain Communications Inc.

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