{"id":1733,"date":"2021-07-03T09:47:25","date_gmt":"2021-07-03T04:17:25","guid":{"rendered":"https:\/\/onlykutts.com\/?p=1733"},"modified":"2021-07-03T09:47:26","modified_gmt":"2021-07-03T04:17:26","slug":"four-square-live-life-kingsize","status":"publish","type":"post","link":"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/four-square-live-life-kingsize\/","title":{"rendered":"Iconic Ads: Four Square &#8211; Live Life Kingsize"},"content":{"rendered":"\n<p>Godfrey Philips (a Philip Morris partner) launched Four Square cigarettes in 1961 in India.<br>The brand was pottering along when GPI decided to revitalize the brand. In 1977, Lintas was given the mandate to handle it.<\/p>\n\n\n\n<p>There was no clear positioning for Four Square. Initially Four Square was available only in the standard size. The brand decided to bring out a long stick, which was the only thing going for it \u2013 it was \u2018king\u2019 size.<\/p>\n\n\n\n<p>It decided that the brand would target those who wanted a better (superior) lifestyle. So the line \u201cLive Life King Size\u201d was coined to attract smokers who wanted to project a superior lifestyle. A representative of the lifestyle aspirations of a lot of men in the 70s and 80s.<\/p>\n\n\n\n<p>Shirley D Souza started as a secretary in Lintas, but through talent and hard work became an ace copywriter. She, along with Alyque Padamsee created the line.<\/p>\n\n\n\n<div class=\"wp-block-image is-style-default\"><figure class=\"aligncenter size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"238\" height=\"320\" src=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/image-2.png\" alt=\"\" class=\"wp-image-1735\" srcset=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/image-2.png 238w, https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/image-2-223x300.png 223w\" sizes=\"(max-width: 238px) 100vw, 238px\" \/><\/figure><\/div>\n\n\n\n<p>The line started as a contest line actually and soon became the positioning statement for the brand. It combined a brand feature with a lifestyle. The campaign featured celebrities actors Mazhar Khan, Dilip Dhawan (Nukkad) and supermodel Anna Bredemeyer.<\/p>\n\n\n\n<p>Cigarettes in India are dominated by ITC&#8217;s brands. Four Square has been able to hold its own because of its strong brand positioning at the youthful minded 25 to 60-year-old smoker.<\/p>\n\n\n\n<p>The positioning has endured through associations with adventure sports like skiing, surfing etc.<\/p>\n\n\n\n<p>Four Square also went into television advertising (when it was permitted). Louis Banks began his independent foray with the Four Square commercial.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Lintas changed the fortunes of the brand by adopting a lifestyle positioning from a functional one. The focus was on King Size life.<\/p>\n","protected":false},"author":1,"featured_media":1734,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[39,391,209,392],"class_list":["post-1733","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-advertising","tag-four-square","tag-lintas","tag-live-life-kingsize"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Iconic Ads: Four Square - Live Life Kingsize Point of View<\/title>\n<meta name=\"description\" content=\"Lintas changed the fortunes of the brand by adopting a lifestyle positioning from a functional one. 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The focus was on King Size life.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/onlykutts.com\/index.php\/2021\/07\/03\/four-square-live-life-kingsize\/\" \/>\n<meta property=\"og:site_name\" content=\"Point of View\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-03T04:17:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-07-03T04:17:26+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/onlykutts.com\/wp-content\/uploads\/2021\/07\/four-square-kings_cigarette_Suresh-Oberoi..jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"253\" \/>\n\t<meta property=\"og:image:height\" content=\"320\" \/>\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\\\/03\\\/four-square-live-life-kingsize\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/\"},\"author\":{\"name\":\"Vejay Anand\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"headline\":\"Iconic Ads: Four Square &#8211; Live Life Kingsize\",\"datePublished\":\"2021-07-03T04:17:25+00:00\",\"dateModified\":\"2021-07-03T04:17:26+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/\"},\"wordCount\":262,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#\\\/schema\\\/person\\\/c6940b43e5f6dbe5a3a0c4f8541ec277\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/four-square-kings_cigarette_Suresh-Oberoi..jpg\",\"keywords\":[\"advertising\",\"Four Square\",\"lintas\",\"Live Life Kingsize\"],\"articleSection\":[\"Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/\",\"url\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/\",\"name\":\"Iconic Ads: Four Square - Live Life Kingsize Point of View\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/onlykutts.com\\\/index.php\\\/2021\\\/07\\\/03\\\/four-square-live-life-kingsize\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/onlykutts.com\\\/wp-content\\\/uploads\\\/2021\\\/07\\\/four-square-kings_cigarette_Suresh-Oberoi..jpg\",\"datePublished\":\"2021-07-03T04:17:25+00:00\",\"dateModified\":\"2021-07-03T04:17:26+00:00\",\"description\":\"Lintas changed the fortunes of the brand by adopting a lifestyle positioning from a functional one. 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