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    National Ad Campaign Promotes RAI's Natural American Spirit

    Goal is to generate brand awareness and trial.

    WINSTON-SALEM, N.C. — Natural American Spirit is taking its additive-free message national, with full page ads set to appear in several consumer publications.

    According to the Winston-Salem Journal, the campaign will target magazines such as Sports Illustrated, Time, Field and Stream, Southern Living, Architectural Digest, Vanity Fair and US Weekly.

    "The aim is to drive brand awareness, highlight Natural American Spirit's 100-percent additive-free natural tobacco proposition, and generate trial among adult smokers," said Seth Moskowitz, spokesman for Santa Fe Natural Tobacco Co., maker of the Natural American Spirit cigarette brand.

    Natural American Spirit is a subsidiary of Winston-Salem-based Reynolds American Inc. (RAI). The brand has climbed to among the top 10 U.S. cigarette brands with a 1.8-percent market share, the report noted.

    Reynolds has said the company believes the new cigarette and snus ads "are in full compliance" with the Master Settlement Agreement.

    "We review readership data and analyze the editorial content of the publications over time to be sure the topics covered have a predominant adult appeal and focus, and only advertise in magazines that have adult readership of 85 percent or higher," RAI said in a statement to the news outlet.

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