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| L&M FILTERS, local cigarette ad, with Filipina model, Benigna Rustia. 1968 |
L&M CIGARETTES
has a long history, and takes its name
from a product of an American tobacco company, Liggett and Myers founded in
1873. “L&M” started as a brand name for a plug chewing tobacco in 1885, but
it was only in 1952 that the brand name was inherited by a modern cigarette
product, made with a smoke filter.
At their launch, L&M CIGARETTES were touted as "American cigarettes of the highest
quality with the best filter", and as such, was marketed in the 1950s on a
health platform—“Just what the doctor ordered” .
It enjoyed much success around the world-- in Latin
America, Europe, the Arab region, the Far East—including the Philippines. L&M CIGARETTES were extensively advertised in full-page ads, which were
localized even as they adapted U.S. campaign slogans.
WATCH THIS 1 L&M TV AD, 1966
"Come on Over to the L&M Side" Jingle
By 1967, L&M CIGARETTES in the Philippines began
using elements of the highly successful
and engaging “Come on over to the L&M Side” campaign, first produced in the
U.S.
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| JUST FOR THE TASTE OF IT! L&M Print Ad, 1967. |
The American L&M commercial with a catchy jingle was
aired on local television that year, supplemented by illustrated ads of foreigners
with a Philippine scene in the background.Perhaps to capture the attractive
image of the Philippines as an exotic Far East paradise, the local ads were
shot using a Filipina beauty (Benigna Rustia) in a Hawaiian setting.
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| COME ON OVER TO THE L&M SIDE! Print ad, 1968. |
In 1999, the L&M trademark rights were acquired by
the largest tobacco company in the United States, Philip Morris. Its Philippine
affiliate, Philip Morris Philippines Manufacturing Inc. (PMPMI), joined forces
with Lucio Tan’s Fortune Tobacco Corporation (FTC) in 2010, resulting a new company called Philip Morris Fortune
Tobacco Corp. Inc. (PMFTC). It continues to produce L&M CIGARETTES (L&M
Filter Kings, L&M Lights, L&M Menthol, L&M Menthol Lights) which is
considered a mid-sized brand.
L&M Cigarettes
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