R.J. Reynolds Tobacco Co., Winston-Salem, N.C., reformulated its Doral cigarettes with a more tightly packed tobacco mixture designed to create a cigarette that burns slower and lasts longer. The product improvement will be touted in ads starting in March weekly magazines and April monthlies, with the theme "Now, packed tighter to burn longer,'' from Coyne Beahm, Greensboro, N.C. The ad message also will be used in direct mail, carton inserts and in-store. Executions include one showing a group of fishermen with the copy line "Lasts almost as long as this fish story'' and another showing a dancing couple with the copy "The slower, the better, darlin'.'' RJR said research shows that 49% of smokers--representing 22 million Americans--said they prefer a slower-burning cigarette. "Smokers have consistently told us that the primary product quality issue among value cigarette brands is that they burn too fast and don't last as long as premium-price brands,'' said Doug Shouse, VP-marketing for Doral. "This change is a meaningful product upgrade and a tangible way to deliver on Doral's promise of 'Imagine getting more.' ''
Copyright February 2000, Crain Communications Inc.