Mustoe Merriman Herring Levy has unveiled a campaign for Drum hand-rolling tobacco that aims to shake off the Dutch brand's down-market image and its association with old men and convicts.
Drum, which is the world's biggest selling hand-rolling tobacco, was launched in the UK 18 months ago. The new work aims to capitalise on changing perceptions by presenting Drum as an upmarket international brand.
The campaign, which breaks in early November, highlights the international popularity of the Drum brand. It will run in the UK style press and in national press supplements.
One execution shows a man in a Madrid bar smoking a roll-up made with Drum with the line: 'Made in Spain.'
Another execution shows an Italian man smoking a Drum roll-up next to the Trevi fountain in Rome with the line: 'Made in Italy.'
Other executions feature people in a range of European cities, but all use the endline: 'Produced in Holland for the rest of the world.'
Damian Horner, the account director at MMHL, said: 'This work for Drum has a very continental feel to it.'
The campaign was written by Mick Brigdale and art directed by Kevin Baldwin. Photography was by Jean Luc Bernard and media planning and buying is by Western Media.