Kent Parent -All Styles
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
In addition to campaigns previously described in 1972, a campaign was developed in 1973 which questioned the quality of cigarettes other than Kent. Following headlines such as, "Take away your filter and what've you got? ", "Give your cigarette an eye test.", and, "In this grind-em out world is there such a thing as a quality cigarette?" body copy described faults sometimes found in other cigarettes and reported the merits of Kent; taste, quality, filter, freshness and tobacco. "Mild, smooth taste. Micronite filter. Kent. America's quality cigarette." was utilized as a tag line.
Kent presented the "Shopping Bag Sweepstakes" in August, 1973, grand prize included a year's supply of groceries and a 1974 Dodge station wagon. 1,105 other prizes consisting of cash equivalents towards groceries were also awarded. The "Kent Championship Sweepstakes" were presented in November, 1973. Eight grand prizes to eight sports events were featured plus 1, 555 other prizes including RCA color portable T. V's., Polaroid 90 cameras and Thermo-Serv Championship tankards.
A campaign developed in 1974 featured still-life photographs of luxurious items accompanied by a packet of Kent. Copy stated, "If you have a taste for quality, you have the taste for Kent.""Premium tobacco taste with the Micronite filter. Kent. America's quality cigarette." was utilized as a tag line. Separate executions were created for Kent Menthol, copy invited smokers to, "Try the crisp clean taste of Kent Menthol 100's. The only Menthol with the famous Micronite filter."A similar theme was featured in Black publications, beside the headline, "Kent, your good taste is showing" was a facial closeup of a diamond adorned model. Body copy read, "Quality is your lifestyle. It's reflected in everything you do. Right down to the cigarette you smoke. Kent. And when you light up a Kent, there's no mistaking your good taste. Micronite filter. Mild, smooth taste. America's quality cigarette. Kent."
In agreement with the quality, good taste campaign the "Kent Gallery" was developed. Items featured in 1974 were a classic English picnic hamper, the world's smallest 35 mm camera, a golf bag, croquet set, beach mat and a gold plated free water reel.
A Kent terrarium was offered in a self-liquidator campaign for $5. 25. The kit included three different types of seed, soil, drainage chips and an egg shaped container.
Kent featured the 'Sea and Surf Sweeps takes' in 1974. $5,000 and a two week expense paid vacation at either Innsbruck, Kitzbuhel, St. Anton, or Paradise Island Hotel in Nassau were offered as grand prizes 1,160 other prizes from one week vacations to Foster Grant sunglasses were also offered.