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NEW YORK – R.J. Reynolds’ new advertising and promotion blitz will send its fledgling Winston Select line to war with Marlboro next month, while the Winston flagship brand will be positioned to battle share-eroding discount brands.
Three new Winston campaigns – including a dramatic shift on flagship Winston’s marketing budget into point-of-sale promotions – will boost Winston’s ad spending to pre-1992 levels of about $45 million.
Magazine ads challenge Marlboro smokers with an invitation to try Winston Select, a flanker brand introduced last May.
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