The British American Tobacco Company (BATCo) is ploughing and estimated
pounds 250,000 into a below-the-line drive for its classic American
cigarette brand Lucky Strike.
Youth PR specialist Revolver Communications is devising a PR and
sampling campaign targeting ‘predominately male, style-conscious
American blend smokers’ in London and the South East.
The five-strong firm, which won the estimated pounds 50,000 budget
account in a non-competitive pitch, will work closely with One Four One,
the below-the-line subsidiary of ad agency Bates Dorland.
The agency is planning to take DJs from the London nightclub Ministry of
Sound on a tour of student unions for the first event.
Revolver - which previously handled PR for Camel - will also organise
trade promotions in a bid to get Lucky Strike stocked in more shops and
Both Revolver and One Four One will observe the Tobacco Manufacturers
Association’s promotional guidelines, sticking to magazines with a male
bias and targeting sampling at existing smokers.
Revolver MD Martin Ballantine said that with the threat of a ban on
advertising under a future Labour government, PR will become vital for
‘An increasingly large amount of money is going to be redirected into
below-the-line marketing for tobacco products over the next few years,’