Winston: Brand History
In 1979 Winston Lights' advertising format returned to a frontal close up previously used in 1977. Executions for both Kings and 100's were headlined with, "Taste Winston Lights". Tag lines for Kingsize executions added, "Best taste. Low tar". Tag lines for 100's in women's magazines added, "Best taste, low tar for today's longer length". In the 4th Quarter 1979 another campaign was added to the Winston lineup. Copy above a male model leaning against a ship's railing said, "No compromise. Winston Lights didn't compromise on great taste to get low tar. Why should I?" A tag line added, "Winston Lights taste good like a light cigarette should."
Winston Lights' advertising expenditures increased 61% to 26.7 million, almost half of total Winston advertising expenditures ($52.4 million). Winston Lights' allocations included $13.4 million to magazines, $5.6 million to newspapers, $4.2 million to supplements and $3.5 million to OOII. Winston Lights' SOV was 5.9%. Winston Lights' CPM was $1.34. Total Winston spending increased 31% to $45.6 million. CPM rose to $.56.
Both Winston Lights Kingsize and 100's sales increased in 1979, 15% and 24% respectively. Kingsize sales were 13.34 billion units and 100's sales were 6.5 billion units, total Winston Lights' sales increased 17.7% to 19.34 billion units. SOM increased 57% to 3.2%. SOM in the hi-fi market segment was 10.4% compared to Marlboro Lights' 8.6%. Total Winston sales declined 3% to 80.82 billion units, SOM dropped to 13.2%.