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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.
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