The company, which also owns the premium Benson & Hedges and Silk Cut brands, is to increase its adspend by more than 200% over the next six months with a series of press, poster and radio ads to promote the budget Mayfair brand. A price promotion, slashing 15p off the price of a pack of Mayfair cigarettes, is the main focus of the push, created by cdp:travissully.
Gallaher will also put additional spend behind the Hamlet cigar brand, which was censured earlier this month by the Advertising Standards Authority over a campaign for its Miniatures variant featuring dwarves.
Gallaher's strategy indicates the future direction of tobacco companies' marketing as the industry prepares itself for an ad ban. Manufacturers are almost certain to divert their budgets into price-cutting to grab the attention of consumers.
Imperial Tobacco has already launched a promotion for its Superkings brand, called Everyone's a Winner, which offers a voucher or free pack with each purchase.
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