Imperial Tobacco Ltd., Montreal, said it adopted a new creative tactic for its all-natural smoke, Mercer, test marketing in Portland, Ore. New creative plays off the 100% natural positioning in several executions. One, headlined "100% relaxed," shows a vacant easy chair, newspaper, coffee cup and lamp. Mercer was introduced in Portland last November with ads themed, "100% Natural. That's it. That's all." W.B. Doner
& Co., Detroit, handles.
Copyright October 1998, Crain Communications Inc.