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8 AUGUST 1360
IRT I OF TWO PARTS
fENT AND AGENCY: Will;
ttee, Ted Bates
ll&W: TV SUCCESS STORY
I In 10 years Brown & Williamson has doubled its ■jire of the cigarette market, now sells 52 billion
P 85% of $32 million budget goes to tv in titanic ii lustry battle of brands, packages and ad themes
LOUISVILLE. KENTUCKY t week in an abrupt change in strategy. Brown & Williamson, argest of the country's six giant :o companies, broke out a brand eries of tv commercials for ViceThe Thinking Man's Cigarette." lerican tv viewers who, for the wo years have been plaving the oy game — "Are you an archaefaft? No, I deliver bundles for a *ash laundry." — were confronted
fSOR • 8 AUGUST 1960
with tv spots in which the Thinking Man's role had been cut to a minimum (mainly first frame introduction) and the bulk of the commercial plugged full of typical, hard sell Ted Bates copy — "'Viceroy's got it at both ends.'"
To the average cigarette smoker, perhaps, the B&W copy switch was something less than earth-shaking.
But to eagle-eyed admen at R. J. Reynolds. American Tobacco, P.
Lorillard. Philip Morris, Liggett & Myers, and their agencies it was another significant move in the turbulent battle of the brands which has shaken the tobacco industry in recent years and completelv revolutionized the nature of the cigarette business.
With cigarette sales for 1960 expected to top 1959's all-time record of 453 billion, the six tobacco titans are locked in a no-holds-barred struggle in which all old precepts and practices have long since gone by the board and the rules are changing daily.
Their battle ground, of course, is television, by far the No. 1 cigarette ad medium. Last year the tobacco companies poured over $106 million into net and spot tv. and the 1960 total should be considerably higher.
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