NEW YORK -- With or without motorcycles, Lorillard Inc. is encouraging male smokers in Terre Haute, Ind. this month to 'take a new road' and try its new Harley-Davidson brand of cigarettes, the New York-based tobacco company said Wednesday.
Spokesman Victor Lindsley said the company chose to license the Harley-Davidson name for its new brand because of its 'all-American quality image.'
The company's objective, he said, was to capitalize on the name's familiarity and appeal among the male segment of the cigarette market.
The advertising theme for the new brand is: 'Harley-Davidson cigarettes -- Take a new road.'
The cigarettes come in a black package with an embossed gold eagle emblem. Each contains 14 milligrams of tar and 1.1 milligram of nicotine, the company said.