INNOVATIONS

BY MONICA DOBIE AND ALAN OSBORN
IMPERIAL Tobacco Canada has devised a way of targeting smokers through direct mail advertising, without breaking any of the strict regulations imposed by the federal government's anti smoking advertising laws.

Popular brands of cigarettes like Du Maurier Light have included stickers on the packets with toll free phone numbers and a message saying "Make the call, come on board."

Dialling the number, callers hear Mission Impossible-style music and a deep-throat voice asking if the caller is 18 and over; ...


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