Philip Morris begins to advertise Uno Virginia Slims in April
Moscow, March,21 – Advertising agency Leo Burnett Moscow developed communicational strategy for new black and white collection of Uno Virginia Slims cigarettes, presented on the Russian market by Philip Morris Sales & marketing. Collection was stated in the beginning of this spring. This time Philip Morris Sales&Marketing offers adult consumers two fine compact packs of unusual shape which have never been on the Russian market before.
Marketing salt of collection is the same strength taste as in the white pack as in the black pack. Pack’s color always reflected the difference in cigarettes’ taste, but new collection from Philip Morris Sales&Marketing won’t limit adult smokers in their willing of experiment. That means that packs will take their good place among elegant women accessories. From here and design of Uno Virginia Slims – noble, strict, without any surfeits, genuine cigarette haute couture.
Considering that Russia is the market number one of sales volume for Philip Morris International, and the fact that this product is launched here for the first time, was decided to develop launching and communicational strategies in Leo Burnett office in Moscow.
Firstly, Leo Burnett had to answer the question “Whether adult target audience of this brand is enough of product’s appearance effect or it needs extra levers of impact? ” Was decided that spoiled capital public won’t wonder glitzy things. That’s why was tried to use psychological method.
As a result, agency and Philip Morris Sales&Marketing developed step-by-step strategy of new cigarettes launching within the bounds of existing channels taking into account in site trendsetters and its operating principles. Besides it, more wide advertising campaign is awaiting than billboards in the point of sales and information in the press.
Communicational campaign starts in April, 2007