Swedish Match appoints Mellors Reay for UK strike

Tobacco company Swedish Match has appointed Mellors Reay & Partners as its first above-the-line advertising agency in the UK.

Tobacco company Swedish Match has appointed Mellors Reay & Partners as its first above-the-line advertising agency in the UK.

Mellors Reay will manage a 3.5m campaign for smoking-related products such as Swan Vesta matches, lighters and small cigars or cigarillos.

“We want to build on our success in cigars,” says a Swedish Match spokeswoman.

Swedish Match sells a range of small cigars in the UK under the Willem II and Wilde brand names.

The Swedish tobacco company does not sell cigarettes in the UK and is understood to have no plans to do so. A tobacco advertising ban is likely to be imposed within the next two years, while a Department of Health White Paper in the autumn is expected to impose tighter restrictions on public smoking.

Swedish Match last month handed an estimated 20m international account to Publicis (MW 26 March). The agency will handle the launch of the Blend cigarette brand in Russia and China, as well as its relaunch in Sweden.

Marketing consultancy CCB will continue to work on UK sales promotion projects for Swedish Match.

Latest from Marketing Week

Marketing Week Meets… Mark Ritson

The Marketing Week columnist, consultant and professor explains why marketers need to talk about “making money first”, in a podcast recorded at the Festival of Marketing in October.


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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