WINSTON SALEM, N.C. – R.J. Reynolds Tobacco Co. launches a new ad campaign this week intended to light a fire under its struggling low-tar, premium brand, NOW.
Sources close to R.J. Reynolds said that the cigarette maker is showing renewed commitment to NOW with a campaign that includes a national magazine schedule breaking this week. FSI’s and a direct mail program will break later this year. R.J. Reynolds is expected to spend $8-10 million on the print campaign in 1993 and approximately $30 million in total to support the brand this year. Eisaman, Johns & Laws/Chicago is handling the campaign.
Sanford C. Bernstein Co. analyst Gary Black is estimating NOW’s 1992 sales volume will be down 24% compared to 1991, at about $3.4 billion. NOW was down 11% in 1991 compared to 1990 and commands about 0.7% of the $46.5 billion category.
Copyright Adweek L.P. (1993)