Word: brandsness
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At the end of World War II, six brands controlled about 90% of the market, but today the top six* labels have 56% of sales. There are now more than 200 styles to buy, and Reynolds alone has introduced 20 new ones in the past five years. Marlboro and Winston...
While Liggett has been going after the cost-conscious consumer with no-brand, other cigarette companies have been trying to win over the status-conscious customers with new brands. Said David Bulleit, who handles the Philip Morris account for New York's Wells, Rich, Greene ad agency: "Quality is...
Cigarette companies are introducing new brands aimed specifically at upper-scale consumers interested in quality. But Reynolds' Johnston points out that the new brands are high-stake gambles, since it now costs $80 million to launch a totally new cigarette. Only six new brands have captured .5% of the...
With its new Lucky Strike filters, American Brands is starting its biggest new-product effort since it successfully launched Carlton low-tar cigarettes in 1964 (current market share: 2.3%). Lucky Strike filters are available in just three-quarters of the U.S. Lucky Strike nonfilters, a favorite of World War II...
Psychologists have long declared that color conveys emotional messages and exerts a profound effect on behavior. Accordingly, advertisers and manufacturers, who receive information from CAUS, routinely use color psychology to manipulate consumer tastes. Thus, detergent boxes tend to have pure white backgrounds or designs in bold, primary colors to foster...