Magazine article Marketing

Nicotine Gum in [Pound]10m UK Launch Ads

Magazine article Marketing

Nicotine Gum in [Pound]10m UK Launch Ads

Article excerpt

Tobacco giant Swedish Match has appointed Burkitt DDB to handle the estimated [pound]10m through-the-line marketing account for a new nicotine chewing gum that will be targeted at smokers who are not aiming to kick the habit.

The product is likely to be the first smokers' alternative to be launched by a major tobacco company.

Swedish Match has not yet decided on a brand name for the product, which will be launched later this year in the UK and across Europe. However, pitching agencies are believed to have been asked to work on a brief using the provisional name Vazatek.

Burkitt DDB, which declined to comment on the account, was appointed after a pitch handled by the AAR.

Swedish Match, which owns a range of chewing tobacco, snuff, cigar and matches brands, recently announced plans to trial a smoker's alternative product called Exalt in the US. However, it is not clear whether this brand name is being considered for use in Europe. …

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