Winston: Brand History
Winston Lights' sales increased 155 % to 3.94 billion units in 1975. SOM increased 55% to .66%. Total Winston sales grew 1.6% to 89.46 billion units, total SOM was 14.94%.
Hi-fi sales continued to grow, 12.8% in 1975 to 53.84 billion units. Winston Lights had a 7.3% SOM in the hi-fi market. However, hi-fi advertising expenditures decreased 12.8% to $59.5 million, Winston Lights in the hi-fi market segment had a 10.7% SOV compared to Marlboro Lights' 4.9% SOV. Winston Lights' advertising expenditures increased 43% to $6.4 million. Magazines were allocated $1.6 million, OOH, $2.6 million, newspapers, $1.6 million, and supplements, $699,000. Winston Lights' CPM dropped 43% to $1.63. Total Winston advertising expenditures decreased 16.7% to $29.7 million, CPM was $.33.
Winston Lights' advertising evolved to a format consistent with Parent executions in 1975. "I demand two things from my cigarette" headlined testimonials for Winston Lights. Supportive body copy defined those things as low tar and nicotine plus taste.
In 1976 the hi-fi market segment grew 42% in sales compared to 13% the previous year. Hi-fi advertising expenditures increased 163% from 1975. Hi-fi SOV was 37.7% in 1976, SOM was 14.4%.
Winston Lights' sales grew 63% to 6.44 billion units in 1976. SOM rose to 1.1%. Marlboro Tights' sales totaled 7.03 billion units, SOM was 1.2%. Winston Lights' SOM in the hi-fi market segment was 7.5% compared to Marlboro Lights 8.1%. Total Winston sales increased 5.5% to 94.43 billion units. Marlboro sales totaled 94.21 billion units.
Winston Lights' advertising expenditures increased 33% to $8.5 million including; $3.1 million to magazines, $2.5 million to OOH, $1.6 million to newspapers and $1.2 million to supplements. Lights' CPM decreased 19% to $1.32. Total Winston expenditures increased 4.7% to $31.1 million, CPM dropped 12.5% to $.35. Winston Lights' SOV increased 8% to 2.05% while Marlboro Lights' SOV was 2.3%. In the hi-fi market segment Winston Lights' SOV was 5.3% and Marlboro Lights' SOV was 6.1%.
Winston Lights' advertising continued in the form of testimonials. For example, following the headline, "Low numbers are one thing. But not everything." body copy continued with, "Low tar and nicotine numbers are important to me. But I smoke for taste. That's why I smoke Winston Lights. I get a lighter cigarette, but I still get real taste. And real pleasure. Only one cigarette gives me all that. Winston Lights."