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LOUISVILLE, Ky. -- Filtered Pall Mall, one of the fastest-growing cigarette brands in the last decade, is enhancing its advertising with a new design, font and brand identifier.
According to Bruce Coley, brand director for Pall Mall at Brown & Williamson Tobacco Corp., research shows that the new look conveys an upscale image for the brand, aligning the brand's advertising with the premium tobacco product. "The improved advertising is an evolutionary step for Filtered Pall Mall ," he said. "The new brand identifier and advertising complements the high-quality product and premium perception the brand has among consumers."
Launched in 2001, Filtered Pall Mall quickly grew to be one of the most successful brand launches by any of the major U.S. tobacco manufacturers in the last 10 years. Filtered Pall Mall provides adult smokers with the premium attributes of a smoother, slower burning cigarette that lasts longer than other major cigarette brands without the premium price.
"Filtered Pall Mall is well on its way to be the leading brand in the mid-price segment," Coley said. "The enhanced marketing communication campaign will assist us in building brand awareness and generating product trial."
The new creative platform will be featured in print media, direct mail and point of purchase materials. The brand currently holds 1.16 percent of the U.S. market, the company said.
Brown & Williamson's other tobacco brands include Kool, Lucky Strike, Misty and Capri.