Kent Parent -All Styles
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
Advertising campaigns changed again in 1978 in order to develop consumer orientation, utilizing models/testimonials to address smoker needs and develop user imagery. Headlines advised, "Not the lowest low tar.., ' while body copy added, "just the best tasting."Pack illustration and a mortice containing a photograph of a model were placed above the tag line. "Today's Kent. The easy switch to low tar." Separate executions were developed for Kent 100's.
In the first half of 1979 Lorillard announced a better Kent. 'Tar' delivery was reduced from 13 to 12 in the Kingsize style. In a pack as hero execution copy stated, "25% Less tar. Smoother taste, too. Micronite II filter is why. A lot less tar and a remarkably smooth taste. Today's Kent, the easy switch to low tar. Kent. #1 selling low tar. Now even better."
In the second half of 1979 Kent was featured as "The low tar that won't leave you hungry for taste."Cartons or packs of Kent were photographed in lunch boxes and in sandwiches.
Kent III Kingsize were launched nationally in January, 1970, 100's in October.