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Thanks to the efforts of the last five years, the now standalone firm claims some of the most distinct branding efforts in the market: Winston''s no-additives, "No Bull" position; a re-energized Camel; the successfully test-marketed, Zen-esque new Salem; and the intro of the "It''s Not What You Expect" campaign, along with the continued strength of value brand Doral. bauzarobusto "We feel pretty good that our stock will be linked to our performance in the marketplace," said Leary.Proceeds will wipe out most of its lingering $6.5 billion debt from the company''s infamous 1988 leveraged buyout, leaving a stronger balance sheet to take bauzarobusto on Philip Morris. But the No. 1 tobacco company has pockets deep enough to skip price hikes and make life miserable for competitors. Indeed, PM is offering Marlboro retailers a $5 buy down--discounts paid to retailers based on the amount of inventory they buy from distributors.

So, the agency concluded, if kids want something to rebel against, how about going after those old men in tobacco companies who conspire to hook kids? bauzarobusto The question led to the concept and campaign name of "Rage," which the agency tested at a state summit that drew hundreds of kids.The name didn''t connect with the kids who saw the memos at the summit, driving home the lesson you can''t assume how kids will react. "We thought they''d be angry" but when the presentation ended, the 1,000 or so people in the room were stunned silent, Clemans bauzarobusto and bauzarobusto recalls. The big message that came back later, he says, was "we need to get that information out to kids," which turned "Rage" into "Truth."More Lessons Learned

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