© 2002 Tobacco Control
News analysis
Ukraine: in the club with L&M
Keywords: news analysis
A frequent theme in tobacco advertising in the countries of Central and Eastern Europe and the former Soviet Union is to exploit the fact, real or perceived, that people are now part of a wider community of nations. "Test the West" was an early example from the German firm Reemtsma: an invitation to try the "superior" cigarettes that had been the exclusive preserve of western Europeans but now, thanks to democratisation, were at last available to all. Some promotions even gave citizens of the new market economies a whole new pack of western cigarettes in exchange for their old, state manufactured cigarettes. These were promptly thrown in a bin to rub in the fact that their "quality" was so inferior compared to the new brand that incineration, without inhalation by their recent owner, was all they were fit for.
A recent campaign for the Philip Morris (PM) brand L&M in
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