Philip Morris Launches Basic Campaign

CHICAGO – After spending next to nothing on its Basic Cigarette, Philip Morris is launching a $10-million campaign behind its second-best selling cigarette beginning next month through Leo Burnett Co. The ads, which will run in a healthy dose of general interest magazines, play off the word basic, such as ‘The Basic Idea,’ while promoting low price.
Copyright Adweek L.P. (1993)