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Packaging stokes sales of smokes

Moonlight Tobacco Co., a division of Winston-Salem, N.C.-based R.J. Reynolds Tobacco Co., in September introduced seven distinct, nontraditional brands of cigarettes.

Pw 25751 Moo Tob Coa 13

Targeted towards adults, the smokes are packed in standard hard packs and cartons. Package graphics, however, are anything but standard. "Packaging was the driving issue here," notes Dirk Herrman, senior marketing manager at RJR, who developed the cigarette concept, along with his wife Lucy. "Compared with other categories where packaging's very dynamic, with cigarettes it's incredibly under-utilized." Packs are printed gravure by RJR Packaging (Winston-Salem, NC), then packed at speeds of 8ꯠ packs/min by RJR Tobacco, on equipment used for established cigarette brands. The new cigarettes will sell at prices comparable with other "full-price" versions. New brands include Sedona, Metro Lights, Jumbos, City, B's, Politix and NorthStar, some of which are available in New York, Chicago and Seattle. Jumbos are offered in a slightly larger diameter, though they're sold in the same-sized pack and carton as other varieties. The unique packaging designs combine the efforts of Herrman, RJR Packaging, Cornerstone Design, (New York, NY) and Vernacular Communications (New York, NY).

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