Gallaher is launching a longer-length version of its Mayfair cigarettes next month and investing more than £2m in marketing support.
The newcomer comes in Menthol and Lights variants as well as standard, all at introductory prices of £3.72 for 20 and £1.87 for 10.
Posters and consumer press ads form the bulk of the campaign, which also includes direct mail. PoS is available, as well as a newly designed brand fascia.
Gallaher is also giving away free pens and lighters with orders, and retailers will have a one in 20 chance of winning £15 worth of phone cards.

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