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
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.