The company, soon to be privatized, boosted its marketing budget by 22.5% in 1997 to $87 million. It says it will now increase that to support its flagship Ducados, Nobel and Fortuna brands.
Tabacalera will launch its privatization campaign in April with ads from La Banda de Agustin Medina. The $8.5 million campaign will use TV - though it's not yet known how La Banda will manage to sell the company with out showing or referring to its products.
Copyright March 1998, Crain Communications Inc.