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Tobacco

Where There's No Smoke, There's Fire

By Mike Beirne

The rising cost of commodities may be forcing consumers to buy more private label than brand name in many categories, but not when it comes to cigarettes. Smokers are proving to be brand loyal, sticking to their premium-priced favorites, no matter what the economy does.
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Top Brands by Category:

Brand/Parent Company

Lead Agency/Location

Total Sales (units billions)

Media Expenditures ($ millions)

Quality

Familiarity (%)

Purchase Intent

Equity

TOBACCO

1. Marlboro / Philip Morris

Leo Burnett / Chicago, IL

144.4

4.35

2.41

28.0

2. Newport / Lorillard

Avrett, Free, Ginsberg / New York, NY

32.8

8.8

4.26

2.31

27.6

3. Camel / RJ Reynolds

Gyro, Philly, Agent16, NY / New York, NY

25.2

23.5

3.56

1.95

21.4

4. Doral / RJ Reynolds

N/A

15.4

N/A

4.4

3.38

32.3

5. Basic / Philip Morris

Leo Burnett / Chicago, IL

13.2

N/A

3.96

3.41

31.8

6. Winston / RJ Reynolds

N/A

12.3

N/A

4.76

54%

2.12

27.4

7. Kool / RJ Reynolds

Gyro, Philly, Agent 16, NY / New York, NY

11.1

8.2

4.23

41%

1.89

23.2

8. USA Gold / Imperial

In-house

8.2

N/A

4.46

15%

2.43

27.7

9. Va. Slims / Philip Morris

Leo Burnett / Chicago, IL

N/A

3.72

41%

1.35

18.1

10. Salem / RJ Reynolds

N/A

6.4

N/A

3.65

35%

1.87

21.1

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Sources: Maxwell Report (billions of cigarettes)/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

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