Winston: Brand History
With the introduction of Winston Light 100's (13 mg. tar) in March 1977, the tar level in Winston Lights Kingsize was reduced to 12 mg. from 14 mg. In 1977, Winston Lights' sales surpassed Marlboro Lights by 3.17 billion units. Winston Kingsize sales increased 45% to 9.35 billion units, 100's sales totaled 2.67 billion units. Total Winston Lights' sales in 1977 were 12.02 billion units, an increase of 87%.
Hi-fi sales grew 54% to 132.55 billion units in 1977 and advertising expenditures increased 65% to $257.3 million. Hi-fi SOM was 22% and SOV, 52%. Winston Lights had a 9.07% SOM in the hi-fi market segment and a 1.8% SOM in the total market. Marlboro Lights' SOM in the hi-fi segment was 6.7%, in the total market 1.5%. Total Winston sales declined 8.2% to 36.67 billion units, SOM dropped to 14.36%.
Winston Lights' advertising expenditures rose 139% to $20.3 million, over half of total Winston advertising expenditures in 1977. Magazines were allocated $8 million, ROP $4.6 million, supplements, $4 million and OOH, $3.6 million.
Winston Lights' SOV in the hi-fi market segment was 7.0%. Lights' CPM rose 28% to $1.69. Total Winston expenditures increased 29% to $31.1 million, CPM was $.46.
Winston Lights' advertising continued using the previously established format emphasizing low tar and taste.
Winston Lights' advertising campaign changed in 1978. New headlines invited smokers to "Taste Winston Lights". The tag line followed with "The low tar cigarette that's all Winston. All taste." The execution featured a couple dressed in white and at the bottom of the page a mortice featuring both styles of Winston Lights.
Winston Lights' advertising expenditures decreased 21% to $16 million in 1978 including; $7.7 million to magazines, $3.4 million to supplements, $2.8 million to OOH and $2.1 million to newspapers. Winston Lights' CPM dropped to $.95. Winston Lights' SOV in the hi-fi market segment was 4.8% in 1978 compared to Marlboro Lights' 7.1% SOV. Total Winston expenditures dropped 13% to $34.9 million, CPM decreased to $.41.
Winston Lights' sales continued to surpass Marlboro Lights although total Winston sales (34. G billion units) were 16.41 billion units lower than Marlboro (101.01 billion units). Winston Lights' sales totaled 16.85 billion units in 1978, an increase of 40%. Kingsize sales increased 24% to 11.6 billion units and 100's sales grew 96.6% to 5.25 billion units. Winston Lights' SOM was 2.78% compared to Marlboro Lights 2.04% SOM.