New test ads for 'all-natural' Mercer

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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.

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