Winfield and Australia: Together Since 1972 / Brand Manual …anyhow*

Sydney: British American Tobacco Australia, 2011.
First Edition.

27.5cm x 34cm. 272 pages, colour illustrations. Red glossy papered boards, white lettering, pictorial jacket.

Privately produced brand manual chronicling the marketing of Winfield cigarettes in Australia, featuring Paul Hogan’s iconic advertising campaigns. Created by the Sydney office of global marketing agency G2 and issued privately for BATA employees in a very limited run. “Winfield was the first brand to say to Australians that it was okay to be Australian, that , in fact, it was preferable. As a result, Aussies loved it, they quickly drove Winfield to an 8.4% share in the first year; a never-before-seen result in an industry where getting a 0.5% share was an excellent achievement for a new brand.” (from page 24) The same page also featuring a 1983 photograph by Rennie Ellis, Two Couples.

Very minor soiling to top edge, very minor rub to top very small section of top extremity of a few pages. Very minor rub to jacket spine. Near Fine Condition.

AU$1,200