Peterson of Dublin has started another Irish revolution, but with no manifestos or righting of wrongs. With a "declaration of independence" from the ways of yester year—not in quality, hut in concept—the 136-year-old company has recently positioned itself for the coming millennium. A carefully planned marketing strategy based on consumer research and testing, has enabled Peterson to design new collections for the smoking revolution of the ’90’s. Every way that pipes, cigars, and accessories suit a well-turned, affluent, and varied lifestyle has been thought out and developed, from cutting-edge contemporary artifacts to nostalgic recreations of glory days past. This is the story of a successful marketing campaign.