Mustoes premieres Drum print work

By JADE GARRETT, campaignlive.co.uk, Friday, 17 September 1999 12:00AM

Mustoe Merriman Herring Levy is about to launch its debut work for Drum, the hand-rolling tobacco brand.

Mustoe Merriman Herring Levy is about to launch its debut work for

Drum, the hand-rolling tobacco brand.



The brand, which was only recently introduced to the UK, is being

positioned by Mustoes as synonymous with premium quality.



A print campaign has been designed to give the product a distinct

identity and one that reflects the independent attitude of its smokers.

Three executions contrast the consistently good quality of Drum tobacco

with the ups and downs which people experience in their lives.



The stories of the Drum smokers’ experiences are told through their

hands.



One ad shows a man’s hand holding a roll-up and on his ring finger is a

white mark left by the wedding ring which he no longer wears. The copy

at the bottom of the ad reads: ’Made the right choice in roll-ups

anyway.’



Another execution shows a man wearing love tokens from previous

relationships.



A bracelet represents his first love, a ring the end of that love while

the text reveals that no one stops him rolling.



A third execution shows a woman’s hand and her three engagement

rings.



The copy reveals that ’Fiance number one ran off with a barmaid, number

two said I wasn’t his type, number three ran off with number two’, but

Drum is ’always a good choice.’



’This is a clever campaign that has been enriched with exceptional

photography and typography,’ Martin Thurley, account director on the

business at MMHL, said.



The ads were written by Rosie Elston and art directed by Mary Sue

Lawrence with photography by Henrik Knusden. Media planning and buying

is through Western Media.


The ads will appear across a range of style and fashion titles as well

as Sunday supplements and listings magazines including FHM, Mixmag, NME,

Heat and The Guardian Guide.



Mustoe Merriman also handles the advertising for Imperial Tobacco’s

Lambert & Butler and Golden Virginia brands.



This article was first published on campaignlive.co.uk

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