Salem: Brand History
Salem Lights, an 85 mm 12 mg. tar cigarette was launched nationally in November 1975.
Two green stripes divided the white pack. "Menthol fresh" was written above the first stripe, " Salem Lights" was in the middle of the pack and "Lowered tar and nicotine" was featured at the base of the face panel. "New Salem Lights", written in neon green against a black background in a pack as hero execution introduced the style. Body copy added, "Lowered 'tar'. Same fresh taste".
Salem Long Lights (12 mg. tar) were introduced nationally in June 1976.
Headlines in a pack as hero execution said, "It's new!, It's longer!, It's low tar! Salem Long Lights". Body copy said, "We've put all the great taste of Salem Lights into a long low tar cigarette. New Salem Long Lights. The only long low tar cigarette with that fresh Salem taste". A 15¢ store coupon was included in the ad.
Headlines in 1977 advertising executions invited smokers to "Enjoy Salem Lights". Both styles were included in the ad. "Salem Lights and Salem Lights 100's" was featured as a headline in another execution, "Enjoy real satisfaction and fresh menthol taste in a low tar cigarette", followed as a tag line.
Tar delivery in both sizes was reduced; Kings from 12 mg. to 11 mg. and 100's from 12 mg. to 9 mg.
A $1.00 off store coupon on a carton of either Salem Lights Kingsize or 100's was offered in 1977 plus a 25¢ off coupon on a 2-pack purchase.
Headlines varied in 1977 from, "Enjoy Salem Lights" over the outline of a cigarette to, "The preferred taste," over an outline of a map of America. The basic format of the ad remained the same as that developed in 1976.
Headlines in a 1979 execution over a pair of red lips with a cigarette, said, "Taste Salem Lights". Body copy added, "Light menthol refreshment. Low tar. Satisfying taste. The best selling low tar menthol". The tag line concluded, "The best of the Lights".