Kent Parent -All Styles
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
The campaign developed in 1975 featured two illustrated packs of Kent, both open, one upside down. "Come for the filter" was above one pack, "You'll stay for the taste" was above the other illustration (tobacco end up). "A lot of good taste that comes easy through the Micronite filter." was utilized as a tag line. This execution evolved to a full page ad featuring a mortice of a model smoking and the pack illustration described above. "C'mon" was placed above both pack and mortice.
Three different hanging gardens were offered in a self-liquidator campaign, prices ranging from $14.50 to $15.95.
"Spirit of Independence" self-liquidator campaign in 1976. Twelve different posters illustrating American history were offered for $5.00 and two bottom flaps.
Kent Golden Lights Kingsize were launched nationally in March, 1976.
Kent lowered 'tar' delivery in both styles in January, 1977. Kent Kings 'tar' level was reduced from 16 to 13 mg. and 100's from 18 to 15 mg. This process repositioned Kent from the full taste market segment to the hi-fi (6 - 15 mg. 'tar') market segment.
Previous advertising campaigns were discontinued in favor of one that emphasized the new Micronite II filter. Below the headline, "Kent announces the Micronite II filter." and the subhead, "Reduces tar 24%, yet actually delivers full, smooth, satisfying taste."Body copy described the introduction of the "ventilation" principle to the basic Micronite filter, easy draw, and full flavor. Illustration consisted of a single cigarette with a mortice of taste and 'tar' levels from each filter near the tip and a pack of Kent to the side of body copy. Another format utilized, "The filter that started it all just started it all over again:"as an introductory headline, "The Micronite II" followed. Below a two pack illustration copy stated, "It reduces tar dramatically, yet actually delivers full, smooth, satisfying taste. Kent. America's best selling low tar cigarette is now even better. "
Kent Golden Lights 100's were launched nationally in May, 1977.