IMPERIAL TOBACCO RELEASES PLAYER'S SILVER
By Adnews Staff
Montreal-based Imperial Tobacco Canada Ltd. has created a new product called Player's Silver. The cigarette brand was originally supposed to debut this summer under the name Player's Ultra Light but was postponed following Canada's federal Health Minister Allan Rock's call to tobacco companies to stop using the words "light" and mild" on their packaging. Player's Silver is initially being tested in the Alberta market. Depending on those results it may be rolled out nationally. Due to tobacco advertising restrictions, Imperial is limited to supporting the product with in-store displays and other POS materials at the retail level. Promotional materials were created by Compu Set of Montreal and Four Solutions of Toronto. For a limited time the company will also be packaging the product in a special metal tin.