NEW YORK – Philip Morris USA’s Benson & Hedges brand is rolling out the next step in its rejuvenation of the upscale brand with a new tagline and creatives using creatures like snakes and bees. The new tagline is ‘The Smooth Edge,’ with some print copy reading ‘Get the edge over any menthol you’ve smoked.’ Philip Morris is angling for a stronger presence in the menthol category. It has no major menthol brand to fight against Salem, Newport or newer discount menthols, like Riviera. Other B&H varieties will have different copy lines and new Special Kings, introduced last September, will be incorporated into the campaign.
Copyright Adweek L.P. (1993)