Philip Morris Companies, Inc.: Disadvantages campaign
Judson KnightOverview
The cigarette brand Benson & Hedges, which became a subsidiary of Philip Morris Companies, Inc., in 1954, introduced one of the first notable 100-millimeter cigarettes in 1965. Prior to that time, most cigarettes were 85 millimeters in length, designated "king size" by cigarette makers. The new size, which would henceforth be referred to as "100s," would presumably offer smokers more of what they sought in a cigarette. It might have seemed practical, then, to advertise the product innovation in terms of value. But Benson & Hedges's appeal did not rest on...