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Pall Mall displays lighters in striking box

Brown & Williamson, Louisville, KY, heightens smokers’ awareness of filtered Pall Mall cigarettes through a 60-count display box of lighters that mimics a “hard box,” complete with a flip-top lid.

Pw 16459 Pallmall

The 63/8’’ x 5’’ x 8’’ box contains three plastic trays that hold 20 each of red, blue, and green lighters. The trays rest upon a microflute corrugated platform that positions them at the top of the box.

The box is supplied by Neff Packaging Solutions (Dayton, OH), which provided structural design through assembly and finished packaging. G2 (New York, NY), a division of Grey Global Group, created the graphics design. The lighter box was introduced nationwide last Fall at gas/convenience stores for six varieties of Pall Mall filter cigarettes that had been introduced last year.

“The idea is to build brand awareness and cut through the clutter at retail,” states Bruce Coley, B&W senior brand manager.

Neff manufactures the boxes from 24-pt SBS offset-printed in six colors with UV coating. Inside the box is a five-panel unprinted protective SBS cover for the lighters, a B&W instruction sheet for set-up and display, and a color image of the set-up. The promotion, which involved approximately 90ꯠ units, will be rerun this summer. —RL

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