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A Review of Cigarette Marketing in Canada -- 2nd Edition -- Spring 1999

 

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The ad-Vantage of Celebrities


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For the second year running, RJR-Macdonald is using women celebrities to push its second-leading brand, Vantage cigarettes.

The first Vantage Women of Originality Awards were presented to four Canadian women on May 7, 1998.  A second round is set for June 1999.

The 1998 winners were:   singer-songwriter Jann Arden, fashion entertainer Jeanne Beker, figure skating choreographer Sandra Bezic and comedian Mary Walsh.

In return for accepting these awards, the award-winning women receive a profile in a major women's magazine, and a donation of $5,000 to a woman's charity of their choice.  Other benefits are not disclosed.

The benefits to the tobacco company are more obvious. This promotion is a way for Vantage to escape restrictions on tobacco advertising, including restrictions on celebrity endorsements.

This year's advertisements are accompanied by a response form, which asks readers for their opinions on what originality means to them. It invites respondents to answer 'yes' or 'no' to statements like "I have a way about me that is all my own," or "I think of myself as being a creative person" and to mail the results to RJR's marketing division, along with information about their age and income. -- Not surprisingly, names and addresses are also collected.

The 1998 Vantage Women of Originality campaign was focused mainly in Ontario.

 

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With a new launch and new brands, RJR is re-profiling its Vantage cigarettes in the low-tar market for the second time in five years

The Vantage brand family has less than one half percentage share of the Canadian cigarette market, compared with RJR-'s leading Export A family (11% market share)

1994 Vantage Brands  

Brand Sales (millions)

Vantage King Size

179.2

Vantage Lights King Size

64.8

Vantage Menthol Lights King Size

8.9

Vantage 100s

 

5.2

1995 Vantage Brands  
Brand Sales (millions)

Vantage King Size

156

Vantage Lights King Size

56.6

Vantage Menthol Lights King Size

7.6

Vantage 100s

 

2.1

1996 Vantage Brands  
Brand Sales (millions)

Vantage King Size

157

Vantage Select King Size 4.6

Vantage Lights King Size

62.3

Vantage Ultra light King Size 4.5

Vantage Menthol Lights King Size

8.9

Vantage 100s

 

1.3

1997 Vantage Brands 
Brand Sales (millions)

Vantage King Size

127.3

Vantage Lights King Size

56.5

Vantage Ultra light King Size 3.7

Vantage Menthol Lights King Size

 

7.5

1998 Vantage Brands  

Brand Sales (millions)

Vantage King Size

118.6

Vantage Select King Size 4.3

Vantage Lights King Size

50.3

Vantage Ultra light King Size 7.34

Vantage Menthol Lights King Size

 

6.14

1999 Vantage Brands 

 

  
Click here to see the current Vantage packages.

 

Brand Sales (millions)

Vantage King Size

n/a

Vantage Lights King Size

n/a

Vantage Menthol Lights King Size

n/a

Vantage Slims 100 n/a
Vantage Extra Light n/a

Vantage Ultra Light

 

n/a

 


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Physicians for a Smoke-Free Canada
(PSC) is a national health organization, founded in 1985 as a registered charity. We are a unique organization of Canadian physicians who share one goal: the reduction of tobacco-caused illness through reduced smoking and reduced exposure to second-hand smoke.

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