In extreme cases, ill-judged advertising can kill a brand stone dead — even if the ad is well-made and memorable. Such was the fate of cigarette brand Strand back in the long-ago days when tobacco products could be advertised on UK television. In 1959 Imperial Tobacco's subsidiary W.D. & H.O. Wills, a firm able to trace its roots in the business back to a tobacconist's shop in Bristol in the 1780s, launched Strand with a high-profile TV advertising campaign supported by posters, press advertising and coupons that could be redeemed for free packs. The TV commercial, devised by copywriter John May at British agency S.H. Benson, saw actor Terence Brook smoking while roaming the rain-drenched strees of London in stylish trench coat and trilby hat...

The style of the protagonist and soundtrack to the commercial appealed to the public. Once it went on air people began getting in touch to find out if the theme tune was available to buy as a record. Sensing an opportunity, Cliff Adams and His Orchestra booked some recording studio time and laid down the track, The Lonely Man Theme, for release as a single. In 1960 The Lonely Man Theme broke into the Top 40...

Undeniably, the advertising campaign earned Strand tremendous recognition. As Winston Fletcher writes in his book Powers of Persuasion: The Inside Story of British Advertising 1951-2000, 'Public awareness of the brand and its advertising rocketed to over 90% within weeks. This was unprecedented and has rarely if ever been surpasssed.' It was a brilliant achievement, but one with a fatal flaw. Despite the high awareness levels delivered by the campaign, hardly anyone was buying the product.

The reasons why revolved around how the Lonely Man was perceived. Many viewers found the focus on loneliness uncomfortable. If the man was reliant on a packet of smokes for company, did this mean he was a bit of an oddball unable to sustain friendships? Was he an addictive personality, craving nicotine above human company? Could he be on his own because of a failed relationship or even due to bereavement? Might he be depressed?...

trying to position a new tobacco brand around loneliness — rather than something much more positive and aspirational, such as individuality — was doomed to failure. With sales failing to take off despite the high level of standout the advertising achieved, Strand was soon withdrawn from the market.

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