SuperBrands 97 Category Ranking: Tobacco

There was very little movement in this category, and few new product launches. One of those was Winston’s new additive-free cigarette. Category leader Marlboro increased ad spending by 35%.
.Rank….Brand……….. Co. Name, Location
.Lead Agency, Location
…Total.Shares:
…Media Expenditures (millions):
1….Marlboro…………..Philip Morris, New York
..Leo Burnett, Chicago
…Shares: 30.1%
…Media Expenditures: $127.4
2….GPC…………………Brown & Williamson, Louisville, KY
..Tatham Euro.RSCG, Chicago
…Shares: 5.8%
…Media Expeditures: $10.1
3….Winston…………….R.J. Reynolds, Winston-Salem, NC
..Mezzina/Brown, New York
…Shares: 5.8%
…Media Expeditures: $15.3
4….Doral………………..R.J. Reynolds, Winston-Salem, NC
. Coyne Beahm, Greensboro, NC
…Shares: 5.7%
…Media Expeditures: $7.9
5….Newport……………Lorillard, New York
. Compton, New York
…Shares: 5.6%
…Media Expeditures: $22.4
6….Basic………………..Philip Morris, New York
..Leo Burnett, Chicago
…Shares: .4.7%
…Media Expeditures: —
7….Camel……………….R.J. Reynolds, Winston-Salem, NC
..Mezzina/Brown, New York
…Shares: 4.4%
…Media Expeditures: $25.0
8….Salem……………….R.J. Reynolds, Winston-Salem, N.C
..Trone, Greensboro, NC
…Shares: 3.7%
…Media Expeditures: $2.6
9….Kool…………………Brown & Williamson, Louisville, KY
..Grey, New York
…Shares: 3.6%
…Media Expeditures: $52.7
10….Virginia Slims…..Philip Morris, New York
..Leo Burnett, Chicago
…Shares: 2.4%
…Media Expeditures: $29.1
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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