Liggett Seeing Green

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Liggett Seeing Green

08/15/2001
Liggett Group Inc. yesterday said it would increase its cigarette brand line to include Jade, a new premium menthol cigarette.

Jade will compete in the premium price segment and will offer six brand styles: full flavor and lights in box and soft pack, along with full flavor and light 100's in soft packs. The cigarette brand is scheduled to begin rolling out nationally in September, the company said.

To promote the brand, Liggett developed a unique package design based on "shimmering" holographic paper on soft packs and boxes. The launch is being supported with trade and consumer advertising campaigns, which tout Jade's "extraordinary menthol" taste, along with retail promotions and point-of-sale (POS) material that employs the holographic material, the company said.