20m tobacco brief for Publicis

Publicis has been hired to handle an estimated 20m international campaign for the tobacco company Swedish Match.

The account is to launch the company’s Blend brand in Russia and China, while also relaunching it in its home market. Swedish Match is best known in the UK as a manufacturer of smoking-related products such as lighters and also owns the Swan brand. Its core tobacco brands Blend and Prince are not available in the UK.

The company is understood to have looked at a number of UK agencies through the Advertising Agency Register last month but handed the business to Publicis without a pitch.

The Publicis work will not be shown in the UK. Despite several years of speculation, it is not thought that Swedish Match wants to enter the UK market, which faces a tobacco ad ban within two years, and tighter restrictions on public smoking, which are to be included in a Department of Health white paper in the autumn.

The approach to Publicis followed its campaign for Coca-Cola in Russia. The ads broke earlier this year and followed what the agency describes as its “insight mining” process, which involves introducing clients to the cultural and social features of the markets they are entering.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here