P.M. BRIEFING : Reynolds Mails Smoker Video
R.J. Reynolds Tobacco Co. has mailed smokers videotapes to get its message on TV screens despite the two-decade-long ban on cigarette commercials.
The nation’s second-largest cigarette maker says the 78-second videotape commercial about its low-tar Now cigarette is targeted at smokers of Carlton, made by American Brands.
Reynolds says the videotapes do not violate Congress’ intent when it banned cigarette commercials.
“We’re not forcing anyone to watch it. If someone is not interested, they could simply throw it away,” said Reynolds spokeswoman Maura Payne.
Payne would not say how many tapes were involved in the August mailing or how much the effort cost.
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