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Philip Morris asks Burnett to relaunch L&M in Russia

Published on .

MOSCOW--Philip Morris International has tapped LeoBurnett/Mooradpour, Moscow, to handle a relaunch campaign for its L&M cigarettes. No budget figures or pitch details were available.

A summer outdoor and print campaign aims to link L&M with adventure and traveling under the slogan: "Feel the flavor uniting the world."

As part of the campaign, redesigned L&M packs will feature an invitation to attend dancing parties to be held in major cities including Moscow and St. Petersbourg.

Aimed mainly at the lower-medium range segment of the country's tobacco market, L&M retails at 45 Cents a pack. Competitors include Yava, a local brand marketed by British-American Tobacco and R.J. Reynolds' Petr1.

Copyright July 2000, Crain Communications Inc.

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