Winfield (cigarette) – wikipedia, the free encyclopedia

Tar content is shown after the product name. Due to the mistaken belief by many Australian smokers that ‘light’ or ‘low tar’ cigarettes are better for their health than regular cigarettes, and in response to action by the Australian Competition and Consumer Commission (ACCC) in 2005, the major tobacco companies have agreed to remove the misleading terms ‘light’ and ‘mild’ from their packaging 1

Also, BATA is the only manufacturer to have clear “use by” date codes on their packets, unlike ITA and PMI, which use codes only known in the industry.

Sport sponsorship edit

Winfield was once a major sponsor of rugby league within Australia, including being the title sponsor for the New South Wales Rugby League premiership from 1982. The trophy given to the winner of the grand final was called the Winfield Cup. However due to the Australian Federal Government passing the Tobacco Advertising Prohibition Act 1992 the brand was forced to end its sponsorship following the end of the 1995 NSWRL season. Winfield branding was carried by the Williams F1 Team during the 1998 and ’99 seasons. The Tobacco Advertising Prohibition Act 1992 expressly prohibited almost all forms of tobacco advertising in Australia, including the sponsorship of sporting or other cultural events by cigarette brands. Some limited exemptions were granted for Formula One racing and golf tournaments, however. Winfield’s sponsorship of Rugby League is often credited for the brand’s great success throughout the 80’s and early 90’s, particularly amongst young people.

Also during 1992 1995, Winfield sponsored the Australian Touring Car Championship team of Gibson Motor Sport, only to have to opt out of this arrangement when the Confederation of Australian Motor Sport (CAMS), made the decision to outlaw tobacco sponsorship in all forms of Australian Motorsport. It was this sponsorship that saw the Winfield name shown at the famous Mount Panorama circuit, with a win at the 1992 Bathurst 1000 for Gibson Motorsport’s R32 Skyline (Mark Skaife/Jim Richards), which due to the high cost of racing the Skylines, the large amounts of sponsorship money from BAT helped. This deal with Gibson continued until the end of 1995, with Mark Skaife also winning two Australian Touring Car Championships in 1992 and 1994, as well as the Australian Drivers’ Championship in 1992 and 1993 in Winfield sponsored cars. After 1995 tobacco sponsorship had been outlawed after the first three years of the then new V8 formula.

The ban on tobacco advertising also affected other forms of motor racing in Australia. From the 1970s until the mid 1990s, Winfield sponsored a number of high profile teams in Speedway, Drag racing and Superbike racing. In speedway racing, this also saw a number of race tracks lose their Winfield sponsorship. The advertising ban forced teams and tracks to seek other sponsorship money.

Advertising and promotions edit

Winfield had also enjoyed a long and fruitful association with Australian actor Paul Hogan, who helped popularise the brand through television and print advertising. The television commercials created by Sydney agency Hertz Walpole in the 1970s were particularly successful. A series of amusing events would happen to Hogan, who would always end the advertisement by saying ” ” and lighting a Winfield. Within two years of Hogan’s first commercials, Winfield became the top selling cigarette in Australia. The slogan ” , have a Winfield 25’s” is still easily recalled today, even after cigarette advertising has long been banned in Australia. Paul Hogan’s appeal to young children ultimately led to much controversy over his association with the product. citation needed

Today, the ‘anyhow’ slogan is very rare, except for appearing in some limited marketing materials. For a period of time, the slogan was cheekily placed on the opposite side of the Australian Government’s health authority warning, meaning no matter what the warning states, a user can open the packet and read ‘ , have a Winfield’. citation needed

Other slogans found on an Australian Winfield packet prior to introduction of plain packaging laws include “Australia’s own since 1972” which is located on the silver foil insert, and “The Genuine Australian” on the top of the lid. Also, if looked closely onto the emblem of Winfield the motto “I Force no friend, I Fear no foe” can be seen on older packets. If an old Winfield packet is turned upside down the word “PLAY” can be seen clearly. Since introduction of plain packaging, none of these mottos or slogans have been visible on cigarette packaging.

Brand development edit

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