BAT is set to run an integrated £1 million promotion for its 555 brand that anticipates the ban on tobacco advertising expected by the end of 2002.
The campaign, through 141, targets only consumers who have opted in to receiving a promotional box.
Smokers can also join a collector scheme to be eligible for free gifts, which avoids the requirement to gain permission for each contact with consumers.
The push will be supported by POS material and trade promotions.
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