Mustoes unveils its first press work for low-tar Ultra brand

Mustoe Merriman Herring Levy has unveiled its first work for Lambert & Butler Ultra since winning the business earlier this year.

Mustoe Merriman Herring Levy has unveiled its first work for

Lambert & Butler Ultra since winning the business earlier this year.



The aim of the press campaign is to highlight Ultra’s 1mg low-tar

credentials.



The low-tar market is dominated by Silk Cut Ultra, the only other 1mg

product available. Lambert & Butler competes on cost with its packs

priced at pounds 2.99 against Silk Cut’s pounds 3.42.



The brightly coloured print campaign uses the ’Lambert’ and ’Butler’

characters which have been used to advertise the main brand.



Each execution shows one of the two characters looking surprised at the

absence of the other.



In one execution, Butler is rowing alone in a two-seater boat. In

another he’s sitting in a motorbike side-car waiting for Lambert to turn

up and ride the bike. In the final execution, Lambert is sitting on his

own at a Christmas dinner table complete with a decorated pudding. He

holds out a cracker but there is no-one to help him pull it.



The endline on all three executions, written across a packet of

cigarettes, reads: ’It’s Lambert & Butler but there is only one

(mg).’



The campaign was created at Mustoes by the copywriter, Matt Woolner, and

the art director, Steve Wioland.



Photography was by Dave Stewart.



The work will start appearing across the national press and women’s

magazines later in the month. Media is handled by Western International

Media.



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