Tobacco Documents Online

Louisville, KY., Monday--Brown & Williamson Tobacco Corp. is introducing Avalon, a new king-size, triple-filter cigarette in San Francisco and other California markets, it was reported here today by William S. Cutchins, president of the firm. The decision to market the new cigarette resulted from research that showed today's smokers want a "highly modern, scientifically designed filter that refines away harsh elements and allows the true tobacco taste to come through," the official stated. Avalon's filter, he noted, is composed of three filtering materials. Next to the tobacco is a Millecel component, said to be "science's newest filtering substance." The middle section contains activated charcoal, and the smoke finally is filtered through white cellulose acetate Estron. Mr. Cutchins said extensive product tests and market research have shown a high degree of consumer acceptance for the filtered brand. "Development of Avalon," he said, "was not a crash program, but rather a painstaking research project involving a thorough analysis of smoking preferences, market potential, and product requirements. We confidently believe Avalon fully meets the demand for a truly modern cigarette." Intensive advertising support is being given to the cigarette, which is being retailed in a soft pack. Included is a heavy schedule of local spot television commercials, large-space, two-color ads in daily newspapers, and full-page, full-color ads in Sunday supplement magazines.