Reynolds To Introduce Cigarette Brand Aimed At Women Smokers, New York Times Reports

Main Category: Smoking / Quit Smoking
Also Included In: Women's Health / Gynecology
Article Date: 19 Feb 2007 - 9:00 PST

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R.J. Reynolds Tobacco is planning to launch a new cigarette brand, called Camel No. 9, that is aimed at female adult smokers, the New York Times reports. According to the Times, about half of all smokers are women. Reynolds' Capri and Misty, Phillip Morris USA's Virginia Slims and Vector Group's Eve are among the cigarettes aimed at women. Reynolds -- in an effort to increase its market share among female smokers, which currently make up about 30% of Camel buyers -- will pack the cigarettes in a "hot-pink fuchsia" and a "minty-green teal package" and advertise the brand with the slogan, "Light and Luscious," the Times reports. "The sad part is, this product is just more of the same," Cheryl Healton -- president and CEO of the American Legacy Foundation, which oversees the national anti-smoking Truth campaign aimed at youth -- said, adding, "More women die of lung cancer than breast cancer, by a wide margin," yet tobacco companies still "want to increase their market share among women." Cressida Lozano, vice president for marketing of the Camel brand, said, "What we're about is giving adult smokers a choice, with products we believe are more appealing than existing products." According to the Times, the Reynolds, which is working with the agencies Agent 16 and Gyro Worldwide, will promote the brand by placing ads in magazines, including Cosmopolitan, Flaunt, Glamour, Vogue and W, and it will distribute coupons and give-away packs at nightclubs. The company would not disclose spending for the campaign, but estimates range from $25 million to $50 million, the Times reports (Elliott, New York Times, 2/15).

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