Leo Bows Mild Launch

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Philip Morris Cos. is testing a new cigarette in two cities backed by ads from Leo Burnett.
A campaign for Marlboro Milds kicked off this month in Atlanta and Pittsburgh. The print ads attempt to convey a laid-back attitude for the Marlboro extension. One execution shows a pair of cowboy-boot-clad feet propped up on a desk with the headline, “Serene Moments in Marlboro Country.”

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