RBH pushes against law with new packages
Canadian Classics - LIGHT
In early 1999, Rothmans,
Benson & Hedges introduced a 'light' version of Canadian Classics, first introduced in
Canadian Classics was
originally launched as a sports-oriented, wilderness-party style cigarette.
Although whitewater rafting ads have given way in 1999 to bar promotions (i.e. billiards)
and other urban-chic marketing vehicles, the advertising is still clearly geared towards
the active young adult.
With both the 1995 launch of
the original Classics, and the 1999 launch of the Classics 'light,' RBH has pushed
Canadian legislation restricting packaging and marketing.