RJR extends Winston line; RJR brand hopes silver is gold with extension; `no bull' theme continues.(R.J. Reynolds Tobacco Co.)(Brief Article)

Advertising Age, May, 2001 by Beardi, Cara

R.J. Reynolds Tobacco Co. thinks its newest smoke is as smooth as silver. And that's no bull.

A campaign through Gyro Worldwide, Philadelphia, for S2-the latest Winston line extension, available in stores nationwide next month-leverages the 4-year-old ``No bull'' positioning that helped spark a turnaround for the brand beginning in 1997.

Print ads, breaking in June issues of magazines including Maxim, Rolling Stone and Vogue, are tagged ``No boundaries. No Bull.'' The ads-in silver, black and blue tones-only feature the product, highlighting the silver packaging that will also be carried through to Winston's 20 other styles. The campaign is the first major ad effort for Winston from Gyro, which previously worked with other RJR brands and handled...