The 拢1m campaign is designed to encourage brand switching and repeat purchase. The tobacco company has compiled a mailing list of 75,000 smokers who have opted to receive information on 555.
They will be sent a mailer with details of a limited-edition promotional box containing a 555-branded mini radio.
The promotional boxes will be available in 15,000 outlets, supported with point-of-sale material in store and trade promotions, including prizes of cars, holidays and rally-driving days for the best displays.
Jane Hansom, 141 board account director, said: "555 is a very popular brand in many overseas markets but it is still relatively unknown in the UK.
"We believe there is tremendous potential to grow the brand by converting other brand users. We are taking an aggressive stance designed to maximise brand presence and trial."
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