![]() ![]() And that also does not mean that all the smoker gets is tobacco leaf the processes that create filler from tobacco byproducts are also used in the new Winston, Leary said - but only those processes that use water or carbon dioxide, not the more complex processes. That does not mean the product is pesticide-free, however the company only makes claims for purity once the tobacco has entered its doors. We think people want products that are authentic." Instead, the new Winston campaign attempts to combine its additive-free distinction with what Leary calls an "attitude" in ads that would establish Winston as a brand that stands for "what you see is what you get, rejecting artificiality." Leary said it fits in with a national mania for authenticity: "Everybody wears bluejeans, 100 percent cotton is good 100 percent leather is selling well. (The brand's risk for heart disease, however, is unknown.) Thus RJR did not trumpet the possible health benefits of its Eclipse cigarette, which is being test marketed in Chattanooga, Tenn., even though the company had commissioned a number of tests showing that the cigarette emitted far lower levels of the most common carcinogens in normal brands. Until that agency's recent initiative to regulate tobacco products to curb youth smoking, only health claims could trigger such scrutiny. ![]() Whenever tobacco companies have made explicit health claims for cigarettes - for instance, that they help smokers lose weight - the Food and Drug Administration has stepped in to regulate the products. "Ned" Leary, RJR vice president for Winston marketing. "We are, of course, making absolutely no claims about the health consequences about this cigarette versus any other cigarette," said Edmund C. RJR, however, isn't talking about health. The American Heart Association, the American Lung Association and the American Cancer Society have asked the Federal Trade Commission to investigate the new campaign. ![]() "We applauded when they announced the death of Joe Camel, but obviously the company's intentions have not changed," said Bill Novelli, the group's president, in a statement. He compared it to the sexy campaign the company has brought out to replace its much-maligned Joe Camel. Myers of the National Center for Tobacco-Free Kids said the campaign was "designed to make consumers believe that Winston has been improved, made safer because it's all tobacco and no additives." His group has attacked what it calls the "absurd and deceptive campaign" and said it could lead minors who are thinking of taking up the habit into believing that Winstons will not harm them. I don't need to smoke it."Īnti-tobacco activists say the new product image is, well, bull. New ads feature punchy lines such as: "Until I find a real man, I'll settle for a real smoke" and "I get enough bull at work. Gone are the flavorings, the sugar, the propylene glycol and all of the other ingredients that the company estimates make up some 6 percent of competing brands by weight. The company has removed the hundreds of additives from its flagging Winston brand and kicked off a national marketing campaign stressing that the product is "real," "naked," with "true taste" and "No Bull." Reynolds, its new Winston is the real real thing. What's "real"? According to America's No. ![]()
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