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.
