Gallaher unleashes blitz for B&H Silver to beat ad ban

LONDON - Gallaher is blitzing £2.5m in nine days on a campaign to launch a new cigarette in what will be the last Benson & Hedges ad to be seen in Britain.

The campaign, for Benson & Hedges Silver, is being rushed out in advance of the tobacco ad ban beginning on February 14, meaning the ads will appear before the product is available.

The executions will bring down the curtain on a tradition of mould-breaking surreal advertising dating back a quarter of a century.

The campaign has been created by cdp-travissully which, in its previous incarnation as Collett Dickenson Pearce, was responsible for creating the famous B&H "gold" campaign.

Benson & Hedges Silver is being promoted as a lighter and cheaper smoke than the main B&H brand, to rival Imperial Tobacco's Lambert & Butler, the UK's biggest-selling cigarette brand.

The aim is to fix the new product firmly in smokers' minds before the UK ban on tobacco advertising comes into force.

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