Winfield (cigarette) - Advertising and Promotions

Advertising and Promotions

Winfield had also enjoyed a long and fruitful association with Australian actor Paul Hogan, who helped popularise the brand through television and print advertising. The television commercials created by Sydney agency Hertz Walpole in the 1970s were particularly successful. A series of amusing events would happen to Hogan, who would always end the advertisement by saying "...anyhow" and lighting a Winfield. Within two years of Hogan's first commercials, Winfield became the top selling cigarette in Australia. The slogan "...anyhow, have a Winfield 25's" is still easily recalled today, even after cigarette advertising has long been banned in Australia. Paul Hogan's appeal to young children ultimately led to much controversy over his association with the product.

Today, the 'anyhow' slogan is very rare, except for appearing in some limited marketing materials. For a period of time, the slogan was cheekily placed on the opposite side of the Australian Government's health authority warning, meaning no matter what the warning states, a user can open the packet and read '...anyhow, have a Winfield'.

Other slogans found on an Australian Winfield packet today include "Australia's own since 1972" which is located on the silver foil insert, and "The Genuine Australian" on the top of the lid. Also, if looked closely onto the emblem of Winfield the motto "I Force no friend, I Fear no foe" can be seen. If a Winfield packet is turned upside down the word "PLAY" can be seen clearly.