Unbelievable!!!


>>>PM To Launch New Campaign Aimed At Multicultural Women
>>>
>>>Philip Morris is set to launch a new ad campaign for Virginia Slims aimed
>at
>>>African American, Hispanic, and Asian American women. The campaign is
>>>believed to be the first cigarette advertising effort that uses a single
>>>theme, "Find Your Voice," interpreted in different ways to reach diverse
>>>audiences.  A four- to six-page special insert will begin appearing this
>>>December in magazines such as GLAMOUR, LADIES' HOME JOURNAL, PEOPLE,
>>>ESSENCE, VIBE and LATINA. The campaign, created by Leo Burnett, is
>estimated
>>>at $40 million.
>>>
>>>The theme will be portrayed differently for each audience.  The African
>>>American ad shows a woman in profile with the words, "Never let the goody
>>>two shoes get you down."  The ad for Hispanic women reads, "Dance around
>>>naked with a rose between your teeth if you want.  But do it like you mean
>>>it." The Asian American ad features what appears to be an opera singer in
>>>full makeup with the line, "In silence I see.  With wisdom I speak."
>>>"It is really to show the multiculturalism and diversity that women come
>>>from . . . and how they are empowered in today's society," said Ellen
>Merlo,
>>>senior VP-corporate affairs for Philip Morris. "It's consistent with where
>>>Virginia Slims has been since its inception.  It's always celebrated woman
>>>and her role." But some advertising executives see it as a mixed blessing.
>>>"It's great to see a potential big advertiser coming into the market, but
>at
>>>what cost and for what product?" asks Julia Huang, chairman of Interbrand,
>a
>>>California agency specializing in Asian American advertising.
>>>
>>>
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