Beginning October 1974, the P. Lorillard Company test marketed new Zack Cigarettes in Modesto, California and Lubbock, Texas. Lorillard management felt that the casual blue denim graphics and "camp" brandname would appeal to urban, white collar workers. Smokers who were trend-setters---self-confident young adults, under thirty, and who chose to live a relaxed lifestyle was the niche Lorillard wanted Zack to fill. Zack was advertised in newspapers using a no-nonsense approach, and this straight-forward "taste" campaign failed. Whimsical pack graphics and a rugged brandname can make a positive contribution to an advertising campaign, but for Zack it wasn't enough to guarantee success. A menthol version was offered April 1975, but without the help of television commercials, colorful Zack wasn't taken seriously, and the brand withdrawn.