Lambert and Butler gears up for brand revamp at Mustoes

Mustoe Merriman Herring Levy has prised Imperial Tobacco’s Lambert and Butler account away from Lowe Howard-Spink and taken up a brief to raise the brand’s profile this year.

Mustoe Merriman Herring Levy has prised Imperial Tobacco’s Lambert

and Butler account away from Lowe Howard-Spink and taken up a brief to

raise the brand’s profile this year.



Lambert and Butler is the UK’s second-biggest cigarette brand, with a 9

per cent share of the market, but its advertising support has recently

been limited to tactical price advertising, for which some of the work

was designed in-house.



Rival brands such as Benson and Hedges Superkings spent more than pounds

1 million last year, and Imperial is expected at least to match this in

1997. Imperial currently spends pounds 2.5 million on its own Players

Superkings brand.



The Lambert and Butler brand was first introduced in 1979 and was

repositioned into the low-price sector in March 1992.



The Imperial Tobacco sales and marketing director, Graham Blashill,

said: ’The low-price sector has seen considerable support over the last

year. As the major brand in this sector, Lambert and Butler will be

benefiting from a higher profile during 1997.’



Mustoe Merriman’s first work for Imperial Tobacco is expected to appear

in the spring.



Damian Horner, the business development director at Mustoe Merriman,

confirmed the win.



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