L&M - is cool? Brand cigarettes changed shape ...

May 17, 2006 Director of Advertising "Philip Morris Seylz end" Marketing Fredrik Stahl, Director of Corporate Affairs Manager Robert Mey and advertising trademarks srednetsenovogo segment Jan Billinghem held a press lunch on the redesign brand L&M Cigarettes. Despite sincere pathos researchers Russian consumer awareness, dialogue lunch with reporters reminded picture of the guerrillas "death", and the redesign and the accompanying creative somehow seemed too banal.

A week later in the stalls will include new L&M Cigarettes. Redesign tutu, zateyanny only in Russia, as a major trading bridgehead Phillip Morris, closer to the already established in the premium segment "skruglennomu" style with riflenymi ends. In the colours of the cigarette boxes and added whiteness and laconic brevity. And improved quality: the percentage fell resin content, softened taste. Subject vseevropeyskomu boom sterility, mark confidently moves towards the caption "The Ministry of Health has warned." Favours "Morris" and our new advertising law, in the belief that Russia is not yet a signatory to an international convention on tobacco control is still somewhere in the middle between totally indifferent to tobacco states and such "strogorezhimnymi" countries like Italy, France or Turkey where Phillip Morris has been successful.

L&M Cigarettes, the second-largest (after Marlboro) mark in the portfolio "Morris" is leading the "Russian" 3 L&M Cigarettes, and S Muratti hesterfi e ld, as indeed, and the company itself, which occupies cigarettes in the premium segment and Middle-Class somewhere 45%. Therefore, L&M Cigarettes and was subjected to "premium" re-design based on consumer preferences frequently changing group of 18 to 30. When she adult audience of buyers, not all of a sudden find prilavkah beloved tutu, in the eyes of a new thing, civilized brand. Taking it in their hands, the audience pleasantly surprised meeting with old friends, but even nicer to know that the price of cigarettes has not changed.

Interesting look at the leaflet campaign. Until this - almost the only information for anything specific (say, the number sold in the Russian market cigarettes, the anticipated market coverage and advertising budget, the nature of marketing research, advertising communications planning and even psychological portrait audience) at the press conference were unable to learn. Apart from the mother to Russian ears discourse: the number one brand in Russia, the world's number two in sales and number three is sure to produce a course improving sales since 2001 (the date when the Russian revolutionary hand reached for a European cigarette). Jan Billinghem Frederick Stahl and so courageously avoided less precise answers to the most seemingly innocuous questions that the dialogue was to remind the minting of football - we take turns "Khodorkovsky leg" in the art of its own to catch the ball.

"Well, nothing, after eight weeks will be a period-Launch campaign and, just before the release and the case" - I thought. A booklet has been left in their hands. In his cross-turn - five options packs of L&M Cigarettes - from the hardest to lightweight. Looking at them, if you do not want to wear a white robe, the waiter or, in extreme cases, jacket firm Bolshevichka. I just background - green, red, crimson, promises provocation. I really: to lay down their faces right - or left page, and here it is - a person target: the top of the green shaven shrekoobraznogo "bumer" with a powerful tattoos all bugristoe shoulder, fuchsia and blue jeans with thigh maiden rovnenkoy zavitushkoy where needed. However, in contrast to the clean white packs with &, tattooed body parts TSA deliberately made in dark tones that (try to think of advertising sponsors), closer to the real consumer brand, and together with him to Europe and Russia, to the civilization and barbarism, and the definition of "loyalty" to the word "cool", said officials "Morris" as a national definition of brand "L&M Cigarettes".

The mystery of the Russian soul priotkryvaetsya and dedicated parts of copyright, which, understandably, are read in isolation from the booklet: the only caffeine accustomed to the rhythm of definitions

"The fresh look of"
"New forms"
"Special soft taste"

Finalists on how spotykaeshsya

"Keeping pace with the times"

I think this "zakovyka", as well as "perpendicular" slogan "Form your taste," ugadyvaemy in rasslaivayuschemsya as Plushka, font - thoughtful course of Leo Burnett. Already hurt confidently consistently puts the entire European creative stamp on our post-Soviet physiognomy.

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