New cigarette brands launch in Canada

Published on .

TORONTO -- Rothmans, Benson & Hedges Inc. of Toronto, one of the major marketers of tobacco in Canada, has launched a new brand, Plus - its first new cigarette brand since the ban on tobacco advertising was overturned a year ago.

Its arrival on the market comes just as the federal government is to reveal new legislation which is expected to even more strongly restrict tobacco promotion, banning not only all advertising, but also sponsorship advertising related to sporting and cultural events. That new legislation was expected November 21 but was postponed.

An ad campaign for Plus created by Saatchi & Saatchi of Toronto includes national print, outdoor and point of purchase displays.

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Copyright November 1996, Crain Communications Inc.

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