R.J. Reynolds Tobacco Co. is finally launching a long-awaited new test campaign for Salem cigarettes. West Wayne, Tampa, Fla., created the effort, although a spokesman cautioned the brand still has no agency of record on the $40 million national business; also pitching the national account is Earle Palmer Brown, Bethesda, Md. The program includes a complete repackaging of Salem with a new logo design that includes a large 'S' and a globe shape. Advertising is themed "It's not what you expect." The campaign will test in New York City and Long Island and includes a slide-box pack design and a different tobacco blend than the current Salem. Print advertising breaks in November.
Copyright October 1997, Crain Communications Inc.