Marketing: Puffing Up the Ritz

Puffing Up the Ritz

Ever since 1968, when Philip Morris ads first proclaimed that smokers of its Virginia Slims cigarettes had "come a long way, baby," tobacco companies have been battling for the women's market. R.J. Reynolds now hopes to outclass the competition with the last word in smoking chic--designer cigarettes. Reynolds in March will begin test-marketing Ritz, a brand that will feature the logo of France's Yves Saint Laurent on both the package and the individual cigarettes. Reynolds Vice President Sally MacKinnon says the new 100-mm regular and mentholflavored smoke is aimed at women in their 20s and 30s who are "more independent, probably...

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