Pall Mall Gets Image Enhancements

CHICAGO Brown & Williamson Tobacco is enhancing its advertising with a new design and image identity for its filtered Pall Mall brand.

The new creative platform will be featured in print media, direct mail and point-of-purchase materials and is intended to convey a more upscale image, company representative said. The effort includes the tagline, “Smoother, slower burning Pall Mall, last longer.”

Grey Worldwide, New York, created the campaign before Ogilvy & Mather, Chicago, picked up creative duties for the Louisville, Ky., tobacco maker. Media planning and buying duties are handled by Media Kitchen, New York, which was awarded the account last month following a review.

Launched in 2001, filtered Pall Mall is promoted as a top-end tobacco product whose smoother, slower burning cigarette lasts longer than other major brands and does not carry a premium price.

Brown & Williamson spent $30 million on Pall Mall ads last year, according to TNS Media Intelligence/CMR.

The company’s other major brands include Kool, Lucky Strike, Misty and Capri.