{"id":1698,"date":"2021-07-02T17:12:11","date_gmt":"2021-07-02T11:42:11","guid":{"rendered":"https:\/\/onlykutts.com\/?p=1698"},"modified":"2021-07-02T17:12:12","modified_gmt":"2021-07-02T11:42:12","slug":"wills-navy-cut-made-for-each-other","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/02\/wills-navy-cut-made-for-each-other\/","title":{"rendered":"Iconic Ads: Wills Navy Cut &#8211; Made for Each Other"},"content":{"rendered":"\n<p>ITC&#8217;s Wills (Navy Cut) introduced a taste-enhancing filter in 1965, which marked a huge change in product development. Filter-tip cigarettes were designed to be safer as a reaction to medical research that demonstrated the dangers of smoking. HTA was given this brief, which also stated that the filter was a perfect match for a good smoke.<\/p>\n\n\n\n<p>Shiben Dutt penned the famous line on the back of an envelope. The &#8216;Made for each other&#8217; campaign has gone on to become one of the most well-known and longest-running campaigns. <\/p>\n\n\n\n<p>The functional attributes of the brand blended well with the emotional part.<\/p>\n\n\n\n<figure class=\"wp-block-gallery columns-3 is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\"><ul class=\"blocks-gallery-grid\"><li class=\"blocks-gallery-item\"><figure><img fetchpriority=\"high\" decoding=\"async\" width=\"400\" height=\"522\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-60s-110910.jpg\" alt=\"\" data-id=\"1700\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-60s-110910.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1700\" class=\"wp-image-1700\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-60s-110910.jpg 400w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-60s-110910-230x300.jpg 230w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"400\" height=\"567\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-1971-110910.jpg\" alt=\"\" data-id=\"1701\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-1971-110910.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1701\" class=\"wp-image-1701\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-1971-110910.jpg 400w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-1971-110910-212x300.jpg 212w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure><\/li><li class=\"blocks-gallery-item\"><figure><img decoding=\"async\" width=\"400\" height=\"561\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-parade-jan94-110910.jpg\" alt=\"\" data-id=\"1702\" data-full-url=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-parade-jan94-110910.jpg\" data-link=\"https:\/\/onlykutts.com\/?attachment_id=1702\" class=\"wp-image-1702\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-parade-jan94-110910.jpg 400w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-parade-jan94-110910-214x300.jpg 214w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/figure><\/li><\/ul><\/figure>\n\n\n\n<p>The campaigns had the highest recall until cigarette advertising was banned in 2004. The campaign had a theme of a couple having fun \u2013 reading a joke book, in the rain etc.<\/p>\n\n\n\n<p>The most famous is the girl reading Larry Wilde\u2019s The Official Polish Joke Book, that is, \u201cGuaranteed to make you laugh! (even if you\u2019re Polish).\u201d The book is a 2-in-1 book, as is evident from the image in the ad<\/p>\n\n\n\n<p>Complementing this, ITC created properties. In 1969, the Wills Made for Each Other contest to select the perfectly matched couple was started. It was like a beauty pageant; one of the winners was tennis player Premjit Lall &amp; his wife.<\/p>\n\n\n\n<p>The changes in the Wills campaign were mostly cosmetic, getting more contemporary by the day. The punchline &amp; theme of a perfect match stayed until the very end<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Filter tip cigarettes of Wills provided the basis for the &#8220;Made for Each Other&#8221; positioning and campaign &#8211; a perfect blend. <\/p>\n","protected":false},"author":1,"featured_media":1699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,368,369,367,370,366],"class_list":["post-1698","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-hta","tag-jwt","tag-made-for-each-other","tag-subhas-ghosal","tag-wills"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Wills Navy Cut - Made for Each Other Point of View<\/title>\n<meta name=\"description\" content=\"Filter tip cigarettes of Wills provided the basis for the &quot;Made for Each Other&quot; positioning and campaign - a perfect blend.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/02\/wills-navy-cut-made-for-each-other\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Iconic Ads: Wills Navy Cut - Made for Each Other Point of View\" \/>\n<meta property=\"og:description\" content=\"Filter tip cigarettes of Wills provided the basis for the &quot;Made for Each Other&quot; positioning and campaign - a perfect blend.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/02\/wills-navy-cut-made-for-each-other\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-02T11:42:11+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-02T11:42:12+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/wills-cigarettes-ad-made-for-each-other-wm-110910.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"610\" \/>\n\t<meta property=\"og:image:height\" content=\"830\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Vejay Anand\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@https:\/\/twitter.com\/onlykutts\" \/>\n<meta name=\"twitter:site\" content=\"@onlykutts\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Vejay Anand\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/02\\\/wills-navy-cut-made-for-each-other\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/02\\\/wills-navy-cut-made-for-each-other\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Wills Navy Cut &#8211; 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