Brown and Williamson Tobacco Corp. will be sending out more than 100,000 direct mail packages to existing and competing customers this month as part of a reworked advertising campaign for its Pall Mall Filters brand.
The budget was not disclosed.
The campaign, which also includes magazine and newspaper advertisements, “will have a new look to convey a more upscale image, aligning the brand’s advertising with the premium tobacco product,” said spokesman Steve Kottak.
The company used direct marketing to help Pall Mall filters and to shore up slower selling brands through BWT Direct LLC, a catalog sales subsidiary formed in late 2000 (Direct, March 2001).
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