Henri Winterman Special Mild: How a Growing Brand and an Established Range Supported Each Other Through Effective TV Advertising

N. Rudd Jones

Advertising for a mild cigar, launched 1980, early results disappointing. Qualitative research indicated strong dislike of the pack, poor identification of brand.
Agency: Ogilvy & MatherAuthor: N. Rudd Jones

Henri Winterman Special MildHow a growing brand and an established range supported each other through effective TV advertising

INTRODUCTION

Special Mild is a mild cigar made by Henri Winterman. It was launched in January 1980, but by the autumn of that year it had become apparent that the brand faced several problems, and all aspects of its performance were evaluated.

As a result of this evaluation, Special Mild's position in the market was clarified and Henri Winterman became committed to sustained advertising for the brand. This case history...

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