PCP wins launch of Altadis' Fortuna

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[Madrid, Spain] Altadis, a $9 billion Franco-German cigarette marketer, named Publicis Casadevall Pedreno, Madrid, to handle the international rollout of Fortuna, Spain's top-selling cigarette brand. The agency, 80% owned by Publicis Groupe, handles the $13 million Fortuna account in Spain. Altadis' Paris-based international marketing team picked Publicis after a pitch including Spanish independent Sra. Rushmore; WPP Group's J. Walter Thompson, Paris; JWT-backed SCPF, Barcelona; and Opera and Nouvelle El Dorado, both Paris. PCP introduced Fortuna in France and Italy last year and will launch in another 11 markets, including Morocco, Poland and Lebanon. An ad campaign using mostly outdoor and print ads will break in May. With the tagline "Cinco Minutos de Fuego" ("Five Minutes of Fire"), Altadis will try to position Fortuna internationally as a tobacco brand that embodies the Spanish fun and carefree way of life.