Things are grim for the cigarette companies. The courts have snuffed out so many of their former advertising channels that they must resort to some pretty creative brand building. Brown & Williamson of Louisville, KY, for instance, plays a silly clunker of a song on its customer service 800 line.
“Oh, the tobacco plant is a lovely plant with its leaves so broad and green. But you shouldn’t think about the tobacco plant if you’re still a teen!” the tune begins, calling to mind a group of convivial Dutch masters blending their less-than-melodious voices together.
“If you think that really sucked – we agree,” a post-song message says. “Write a better song about the tobacco plant and we’ll use it.”
Spokesman Mark Smith says the message shows “that we don’t take ourselves too seriously, that we can poke fun at ourselves.”
After the song, callers are invited to stay on the line for more information. Those who do may give their name, address and birth date to a live rep to receive coupons. Before callers are put on the mailing list, though, reps must first be sure they’re at least 21 years old, Smith insists. If any caller is reluctant to give his or her birth date, the rep will “probably discontinue the telephone call,” he says.
Tell me another one.
Network
