Niche Marketing – Smokers’ Lounge
Puru Gupta looks at cigarette advertising.
In Chicago, R. J. Reynolds, the 2nd largest tobacco company in the United States, has introduced a new premium-priced line of smokes called Marshall McGearty as an upscale smoking lounge in trendy market areas. Exclusively marketed at the lounge itself, the smokes are made out of fresh tobacco leaves and will be hand-rolled by a tobacconist. They are available in nine flavors and would be priced at $8 per pack.
Tagging premium cigarettes as “works of art”, their objective was clear – to make some of the world’s best smokes and to build unique sanctuaries where their works of art could be properly enjoyed. This reflects in their advertising campaign too!