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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 fuente re-energized Camel; the successfully test-marketed, Zen-esque new Salem; and the intro of the "It''s Not What You Expect" campaign, cigars and fuente along with the continued strength of cigars value brand Doral. "We fuente feel pretty good that our cigars stock will be linked to our performance in the marketplace," fuente 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 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 cigars $5 buy down--discounts paid to retailers based on the fuente amount of inventory they buy from distributors.

RJR can claim that Winston is the only leading cigarette brand without sheet tobacco, a distinction that, as each ad succinctly explains, delivers true tobacco taste. The new blend currently is shipping cigars to retail and "onserts" will label fuente the packs Winston 100% First-Cut."We believe that differentiating and strong positioning is the more powerful place we can be cigars in the marketplace, so the better job we can do fuente highlighting No Bull via the refreshed advertising the better job we can do to further differentiate ourselves from our competition," said Leary.The ads cigars hit June issues of TV Guide, Maxim and Rolling Stone and eventually will run in Entertainment Weekly, Spin, Sports illustrated, Sporting News, Hot Rod, Guns & Ammo and others.Additional executions will follow, fuente some likely employing humor, in keeping with previous black-and-white No Bull campaigns that featured UFOs, hell-raising bikers and, in one notorious instance, a man with his head literally up his rear end. The campaign will be multi-faceted and will be incorporated cigars into the Winston Racing Nation tie-in with the Nascar Craftsman Truck fuente and cigars Busch car racing series. Spending was not disclosed, but RJR ponied up $54.9 million behind Winston last year.