Marlboro is already the single most popular cigarette brand in Mexico, although legitimate sales are undercut by the illegal import of U.S.-made cigarettes. The Marlboro Menthol launch is backed by an advertising campaign from Leo Burnett Co., which handles the Marlboro account in Mexico and internationally.
Ads have been placed with broadcaster TV Azteca, pay-TV system Multivision and radio, and are appearing in leading newspapers in the capital and major cities around the country. Point-of-sale materials are also promoting the launch. A magazine campaign is scheduled for March.
Copyright February 1999, Crain Communications Inc.