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Kent Cigarettes

Kent Cigarettes Blue Futura

20 pieces with Filter in Flip Top Box with Cellophane Tar 8, Nicotine 0.7

Kent Cigarettes Nanotek Infina

20 pieces with Filter in Flip Top Box with Cellophane
Tar 1, Nicotine 0.1

Kent Cigarettes Nanotek Neo

20 pieces with Filter in Flip Top Box with Cellophane Tar 4, Nicotine 0.3

Kent Cigarettes Silver Neo 4

20 pieces with Filter in Flip Top Box with Cellophane Tar 4, Nicotine 0.3

Kent Cigarettes White Infina

20 pieces with Filter in Flip Top Box with Cellophane Tar 1, Nicotine 0.1

Kent Cigarettes Super Lights Charcoal Filter


Kent Cigarettes Super Lights 100's Charcoal Filter


Kent Cigarettes 1 Charcoal Filter


Kent Cigarettes 5 Charcoal Filter


Kent Cigarettes 7 Charcoal Filter


Kent Cigarettes Special Mild Charcoal Filter


Kent Cigarettes Blue 8 Charcoal Filter

20 pieces with Filter in Flip ...

Kent Cigarettes Deluxe 100s

20 pieces with Filter in Soft ...

Kent Cigarettes Charcoal Filter



Kent Cigarettes Deluxe Milds Charcoal Filter 100s



Kent Cigarettes Famous Micronite Filter



Kent Cigarettes Fresh



Kent Cigarettes Lights



Kent Cigarettes Deluxe 100s Lights



Kent Cigarettes Menthol Lights



Kent Cigarettes Milds Charcoal Filter



Kent Cigarettes Premium Lights Blend

USA

Kent Cigarettes Silver



Kent Cigarettes Super Lights

Japan USA

Kent Cigarettes One



Kent Cigarettes Premium Lights



Kent Cigarettes Ultra Lights

Russia USA

Kent Cigarettes Golden Lights



Kent Cigarettes Mintek



Kent Cigarettes With The Famous Micronite Filter

USA

Kent Cigarettes Fresh Lights


Cigarette Brands Facts: Popular, Online, Discount

The list of countries, where Kent cigarette brand is the most popular (in alphabetical order): Australia, Canada, Chile, Finland, France, Germany, Malaysia, Mexico, Moldova, Russia, Ukraine, United Kingdom or UK, United States of America or U.S.

Kent cigarettes are manufactured in following countries: Australia, Argentina, Brazil, Chile, Dominican Republic, Finland, Germany, Japan, Mexico, Moldova, Russia, Singapore, USA.



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Kent Cigarette Advertising. Ads in 1955

Kent Cigarette Advertising. Ads in 1955

Tobacco Cigs Brand Marketing News

World-wide repositioning campaign for KENT


KENT was first introduced by Lorillard in the United States in 1954, and as a result of publicity from a "Readers Digest" article, its "mild" appeal resulted in a rapid growth of sales. In other countries too, KENT came to be accepted as a "mild" American cigarette. In 1977 B. A. T. (through its Moorgate subsidiary) acquired the overseas rights to Lorillard brands, of which KENT was by far the most important. In the United States, Lorillard retain brand ownership. Responsibility for KENT in its non-U. S. markets has rested with Brown & Williamson's International division. One of their first tasks was to make a thorough study of KENT'S image and positioning in the many and diverse markets in which the brand was sold. The results of the study indicated that KENT lacked a clear positioning worldwide, and so Brown 6 Williamson International after conducting extensive market research determined to re-define KENT'S positioning in clear-cut, simple terms: "KENT is the mild U. S. International cigarette for people who want mildness and a "taste you can still feel good about". To achieve this, B & W have initiated what amounts virtually to a "re-launch" of KENT worldwide. Our B & W associates have given us the following account of the "re-launch", and we are also grateful to them for supplying us with color inserts illustrating the current advertising which is an integral part of the marketing exercise.

KENT overall international strategy
The international strategy was detailed as follows: - 1) Provide deliveries below competitive U. S. International full flavor brands 2) Exploit the white pack and white tipping 3) Develop a symbol for use in a rapidly deteriorating media environment.

Communications
The following objectives for KENT parent "crush proof King Size de luxe" advertising were defined in the 1979 strategy statement: - Communications will clearly position the brand by projecting a milder image than competitive and international U. S. full flavor brands. The primary goal will be to provide a consistent worldwide campaign for the KENT parent in all markets. The objectives of the new advertising campaign are to bring KENT'S image more in line with the target consumers' image of the brand. To reinforce the prestige associated with smoking KENT. The strategy was to project KENT in a clean, fresh, natural and harmonious outdoor setting. The settings were to be beautiful and aspiration, and peopled by friendly (even romantic) couples to retain the social nature of the product. The campaign which best suited these objectives is shown in this issues colour insert. It centres on three simple words:
- Fresh. Calm. Mild.

Graphics
A new KENT merchandising graphics look was developed in 1979. It was designed to replace a number of different KENT "looks" around the world and to support the overall repositioning of the brand. The main objectives of this were:
- 1. To provide a design format that minimizes translation and local production problems.
2. To communicate modernity.
3. To ensure that the material communicates cigarettes.
4. To be consistent with the overall "mildness" strategy.
5. To be distinctive with impact.
6. To reinforce the international quality image traditionally associated with KENT.
7. To cover all KENT parent styles with the same format.
A manual explaining in detail how to make use of the new KENT merchandising book has been distributed to all associates who market the brand.


Packaging
An improved contemporary packaging format for the KENT parent styles was developed in 1979 with the following objectives in mind:
 1. To achieve a clearer, more modern design that will support the new positioning by drawing attention to key graphic elements and help the brand compete more effectively in attracting converts from other brands.
2. To establish a distinct visual element, 'the castle', that can eventually stand on its own as a symbol for KENT in a deteriorating media environment.
3. To adapt and improve key graphic elements of Lorillard's Micronite II pack design to bring the pack closer to that in its U. S. Domestic base.

Product
New delivery targets were established for the export and locally manufactured product and implemented in the second quarter of 1980. This would place all styles of the product within the defined 'Lights' category of 10-14 mgs of Tar. For the future, deliveries will be monitored against competitive U. S. international brands and reduced as indicated by prevailing market trends. Where necessary, in order to provide local - manufacture markets with a product that falls within the parameters of the KENT parent strategy, B&WIT Technical Operations personnel have worked with their opposite numbers on blend and cigarette design improvement programmes and at lowering deliveries.
 B&WIT believes that KENT'S new positioning, and the actions taken by them to support it, will strengthen the brands' current franchise. It will also attract new smokers from competitive U. S. International full flavour brands as consumers become increasingly interested in mild, lower delivery products.

1980

Cigs and Tobacco History

Kent Review

Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981

Appendix I

Kent U. S. Volume History (Millions of Units)

 

Kent KS

Kent 100'S

Kent Menthol

Kent GL

Kent III

Total Kent

1981

7.8

4.1

.1

10.0

7.5

29.5

1980

7.9

4.4

.1

11.2

7.9

31.5

1979

8.7

4.7

.2

13.2

5.5

32.3

1978

10.2

5.3

.3

14.5

 

30.3

1977

14.3

7.2

.7

9.9

 

32.1

1976

14.2

7.3

.7

5.6

 

27.8

1975

17.9

8.1

1.0

 

 

27.0

1974

19.9

8.1

1.1

 

 

29.1

1973

21.1

7.7

1.1

 

 

29. 9

1972

21.5

7.0

1.1

 

 

29.6

1971

21.8

6.3

1.7

 

 

29.8

1970

21.5

5.0

.8

 

 

27.3

1969

24.4

3.7

 

 

 

28.1

1968

26.2

3.8

 

 

 

30.0

1967

28.4

1.9

 

 

 

30.3

1966

30.3

 

 

 

 

30.3

1965

30.5

 

 

 

 

30.5

1964

31.6

 

 

 

 

31.6

1963

34.9

 

 

 

 

34.9

1962

36.4

 

 

 

 

36.4

1961

38.2

 

 

 

 

33.2

1960

38.4

 

 

 

 

38.4

1959

38.2

 

 

 

 

38.2

1958

37.4

 

 

 

 

37.4

1957

36.4

 

 

 

 

36.4

1956

15.1

 

 

 

 

15.1

1955

3.4

 

 

 

 

3.4

1954

2.8

 

 

 

 

2.8

1953

4.0

 

 

 

 

4.0

1952

3.0

 

 

 

 

3.0


Appendix II

1952-1955

Kent was introduced in March, 1952 in 70 mm size, packed in the conventional cup package and selling at a premium price ($12.00 per M versus Viceroy $10.00 per M).

During 1952 $1,000,000 was spent featuring the Micronite Filter "Removes, seven times more nicotine and tars than any other leading filter cigarette."

Introductory sales were low, however, the attention-getting tumbler test giving "proof of the greatest health protection ever" which was used in 1953, pushed sales up to about a rate of 4 billion annually early in 1954. This was a real accomplishment since smokers found the product tasteless, the filter hard to draw through, and had to pay a premium of five cents a pack more than popular filters.

In 1954, Kent ran into trouble with their claims and were forced to abandon many of them. Under these conditions, they had to improve taste at the expense of filtration and sales went down as fast as they had gone up. The addition of king-size in May, 1954 did not affect this downward trend; in fact, it coincided with it.

After cutting to popular price in various test markets early in 1956, Kent announced a cut to popular filter prices nationally in September, 1956.

Ads featured the cut in price and "Nothing tops the pleasure of flavorful Kent." Sales improved slightly but were still far below the 1954 level.

 

1957-1960

So the scene was set in early 1957 with a more acceptable product, (still not liked for taste but a great improvement over the original and with a draw the smoker could live with), a new 80 mm size in the flip-top box added early in the year to the 70 mm and 85 mm soft pack styles, a "fairly steady sales of under 300 million per month and advertising claiming the freshest, cleanest taste yet. (Also as part of the scene setting, included a new modern factory just built in Greensboro that was running at about one-fourth capacity.)

In July, 1957, the Reader's Digest published a report on filters showing Kent lowest in nicotine and tars and followed in August with an article devoted to Kent and its Superior filtration.

The result was fantastic. Lorillard was ready and before the end of July quadrupled their advertising pressure, flooded the market with cigarettes and shouted "The one cigarette proved significantly superior to all other leading filter brands." This claim was supported by tar and nicotine graphs based on the Reader?????s Digest tables (although by agreement with the Digest, the name "Reader?????s Digest" was never used). Ten-second television spots bought on a "saturation" schedule said only "Kent Filters Best. Gives you less tars and nicotine. "Within 90 days sales had gone from 300 million to 3 billion per month.

This position was consolidated by continued heavy expenditures (over $13,000,000 in 1959) during a delaying fight with the F.T.C.

By the end of 1959 copy had been revised to comply with F.T.C. rulings and while Kent sales did not increase with the industry, they have done a little better than hold their own as a result of continuing heavy expenditure and rather clever copy "You'll feel better about smoking with the taste of Kent! Refines away harsh flavor ????? Refines away hot taste."

 

1961-1953

The 1960 copy was continued through 1961 but in 1962 it was modified to a rather long claim, "Your taste buds will tell you why you'll feel better about smoking with the taste of Kent". Later in 1962 this was shortened to "Treat your taste kindly with Kent"; copy which was continued until mid- 1963. Without the "Tar Derby" advantage Kent sales continued to fall from the 1961 high to 36.4 billion at the end of 1962. Expenditures were also lower and the advertising CPM remained fairly stable. In mid-1963 another tar/nicotine table was published by Reader?????s Digest and since the table was broken down for "regular filter" and "high filtration" filter, with Kent classed as a regular filter, Kent again appeared as the brand with the lowest nicotine and tar delivery! - At least in one section of the table. They immediately capitalized on this situation with an advertising scheme picturing the 10 regular filter brands stacked in the order that they appeared in the Reader?????s Digest table and asked, "Which of the top ten filter brands do you think you should smoke?" Later in 1963, Kent moved on to a less topical platform, "Filter, Taste and pleasure". Best combination of filter-action and good taste.

The 1963 activity was backed with $17,363,000 in advertising but did not succeed in arresting the sales decline. Sales in 1963 dropped to 34.9 billion and the market share of 6.8% was the lowest since 1957.

 

1964

The sales decline continued in 1964 and Kent's copy and media mix was changed in an effort to help the brand. The total expenditure was decreased by 9% with most of the reduction in print advertising. TV remained almost constant. Several copy changes occurred during the year. Early in 1964 a newspaper and TV effort was launched relating Lorillard research to Kent, with the headline statement, "No other cigarette has duplicated or equaled Kent's blend of the world's finest tobaccos combined with the exclusive micronite filter." This approach apparently did not register well with the consumer and was followed by a series of "white" ads showing attractive couples dressed in white against a white background. This may have been an indirect attempt at a "health or purity" claim. By the end of the year the copy had moved to a pleasure claim, "When pleasure is important", "Full Time Pleasure", "Quiet pleasure", etc., always with a standard USP ????? "Kent with the Micronite Filter gives you the best combination of filter-action and satisfying taste. '

Nothing seemed to work, however, and sales dropped to 31.6 billion, a decline of 3.3 billion, and share fell from 6.8% to 6.4%.

 

1965

In the first month or two of 1965, the series of "white" ads continued, with the USP reading "for the best combination of filter and good taste, Kent satisfies best." Body copy supported the claim with "only Kent combines the finest flavor-blended tobaccos with the MICRONITE filter." The ads also featured a circular gold medallion alongside the pack, with the words, "the famous micronite filter" inscribed prominently. Very thin tape along the top of print ads read, "first with the finest filter cigarettes through Lorillard research". Later in 1965, Lorillard introduced the advertising campaign of "You've got a good thing going" with pack being handed or floating from one person to another. Total advertising expenditures were approximately $2 million below that of 1964 and CPM declined from .50 to .46. Sales dropped to 30.5 billion, a decline of 1.1 billion over previous year.

 

1966

A new campaign was introduced in animated form showing different characters. Copy consisted of a jingle with "Happiness is" musical phrase inserted before each chorus sung phrase, "The Taste of Kent."

 

1967-1971

Kent king size sales dropped to 28.4 billion units in 1967 as the brand's market share slipped to 5.4% and its share of the non-mentholated filter segment fell to 11.7%;

Expenditures in 1967 were $11.1 million with 95% allocated to network and spot television, 3% to radio and 1% to magazines. The remaining allocations were divided among newspapers and supplements. CPM for 1967 was $.39.

Kent 100's, which had been test marketed in Boston, Eastern New York State, Northern California, and Southern Florida since April, 1967, was put in national distribution in September of 1967. The new style's package was identical to the soft pack of the king size style, except "Deluxe Length" replaced "King Size".

The 100's style sold 1.93 billion units during its three months of national distribution during 1967 and mustered 0.4% of the total market. Its share of the non-mentholated filter segment was 0.8%.

An advertising budget of $2.1 million in 1967 was primarily allocated to network television ($1.5 million) with $400,000 in network and spot radio, $78,000 in newspapers, $29,000 in magazines and $21,000 in spot television. CPM for Kent 100's in 1967 was $1.05.

Commercials, which frequently featured both packages, dropped the "Happiness Is" campaign but continued-the animated format in :30's and :60's. A new musical score was adopted, centering around, "To a smoker it's a Kent." The chorus-sung jingle offered comparisons such as "To a Frenchman it's the Eiffel Tower."

In print the 100's style was introduced with, "New long Kent comes to town! More and more taste . . . more and more fine tobacco." The package was illustrated as standing among the skyscrapers of a large city.

Kent king size sales dropped 2.2 billion units in 1968 to 26.2 billion. The style's market share fell to 4.9%, while its share of the non-mentholated filter segment slipped to 10.4%. The 100's style sales reached 3.8 billion units for a market share of 0.7% and a segment share of 1.5%,

Advertising expenditures for the king size style in 1968 were $9.2 million with $6.7 million allocated to network and spot television, $1.4 million to network and spot radio, $527,000 to supplements, $423,000 to newspapers and $186,000 to magazines. CPM for the style in 1968 was $.35.

The deluxe length style's advertising budget was $3.4 million. Television was allocated $1.6 million of Kent 100's budget, while supplements received $791,000, newspapers $611,000, radio $381,000 and magazines $56,000. CPM for 1968 dropped to $.89.

Advertising was generally combined for the two styles in print and broadcast. Commercials, generally :30's and :60's, continued to use the animated stories, centering around characters such as Bonnie and Clyde, the Hatfields and McCoys, and Casey Jones, etc. Messages featured the characters performing some deed, "For the taste of Kent.

Print ads frequently still used "To a smoker it's a Kent" in 1968. Occasionally, the 100's style would have a photograph of such things as a golf glove, golf ball, and a pack of Kent with the headline, "Kent ... the name of the game is pleasure. To a smoker it's a Kent."

Black magazine advertisements centered around black models smoking Kent with the headline, "Kent smokes ... and that's where it's at."

A sunglasses offer was made in 1968 through which consumers could purchase a pair of sunglasses and a set of four different color lenses for $2.50 and two empty packs of either Kent, Newport, True, Old Gold or Spring. The sunglasses were described as a $5.00 value.

King size sales dropped another 1.8 billion units in 1969, bringing sales down to 24.4 billion. Kent king size share of the market slipped to 4.7% and its share of the non-mentholated filter segment dropped to 9.6%.

The 100's style sales dropped slightly to 3.74 billion units. Both market and segment share remained unchanged.

The king size version's budget was boosted to $13.9 million with the broadcast media again receiving the major portion. Television was allocated $10.2 million, radio $2.1 million while supplements received $791,000, magazines $654,000, and newspapers $56,000. CPM was $.57 for 1969.

Kent 100's budget was cut to $2.3 million with television receiving $1.3 million, newspapers $572,000, supplements $242,000, magazines $119,000 and network radio $78,000. CPM was 3.62 for 1969.

In a new campaign during 1969, :30 and :60 commercials, again shared by the two styles, featured couples strolling through the city, woods, zoo, etc. while a chorus sang, "What a good time for a Kent."Emphasis was again placed on "the good taste of Kent."

Print advertisements generally followed the "good time" theme. The 100's style ran a newspaper campaign in March and April with headlines reading, "Longer Kents taste good longer. That's the whole idea behind Kent 100's", and, "They taste good because they're Kents, they taste good longer because they're longer."

In August, Kent, Newport, True, and Old Gold sponsored a "Pro-Football Sweepstakes."The contest was limited to New York, Chicago, Philadelphia, Los Angeles, Atlanta, Pittsburgh, and Oklahoma City. The contest was run on a weekly basis with cash prizes up to $5,000. Contestants were to pick ????? each week's winning teams and mail the entry blank with two bottom flaps or the name of the sponsoring brands printed on two 3-by-5 pieces of paper.

By November, advertisements featured, "What a good time. What a good taste. What a good time for a Kent."

The downward trend in Kent king size sales continued through 1970 as the brand registered 21.5 billion units for a market share of 4.1% and a segment share of 8.2%.

The 100's style sales were up again in 1970 to 5.04 billion units. Its market share rose to 1,0% as did its segment share to 1.9%.

Kent king size's budget was cut nearly in half to $7.0 million in 1970, of which $4.7 million was allocated to television, $772,000 to radio, $730,000 to outdoor advertising, $81,000 to supplements and $17,000 to newspapers. CPM for 1970 was $.33.

Expenditures for Kent 100's jumped to $6.8 million with $5.5 million allocated to television, $674,000 to magazines, $180,000 to newspapers, $166,000 to supplements, $123,000 to radio, and $107,000 to outdoor advertising. CPM for the 100's style in 1970 jumped to $1.36.

Commercials continued the "What a good time" theme, including "Taste comes full-bodied, completely satisfying through a filter that means smooth smoking." Later, :30 commercials featuring a stand-up announcer stated, "Remember, today, more than ever, the Kent micronite filter is the most famous filter of them all."

Print ads in 1970 followed the same "good time theme but the area surrounding the photograph of the smokers featured a blow-up of the Kent package.

Kent king size sales were up slightly in 1971 with 21.76 billion units. Market share, however, dropped to 4,0% and segment share slipped to 7.8%.

The 100 mm style sales also gained in 1971, reaching 6.26 billion units for a market share of 1.2% and a segment share of 2.2%. .

Kent king size's 1971 budget included $2.7 million in magazines, $2.6 million for outdoor ads and ??170,000 in supplements. No newspaper advertising was noted for the style.

The 100's style allocated $2.05 million to magazines, $102,000 to supplements and an undetermined amount for newspapers.

Print advertisements featured close-ups of smokers with headlines such as, "Sun 'n Kent", "Cozy 'n Kent", "Cordials 'n Kent". Copy mentioned, "what a good time for all the good things of a Kent".

Again in 1971 Kent 100's ran a newspaper campaign, this time emphasizing Kent as "the fastest growing 100."

In January, and later repeated in November, Kent sponsored a "Ski-stakes". Prizes included ski trips to Europe (one drawing per month for six months) and various ski paraphernalia. Entrants were to mail three bottom flaps from Kent or Kent Menthol or a 3 x 5 inch piece of paper with the word "Kent" printed in plain block letters.

A weekly "Football 'n Kent" contest required contestants to pick the winner of two specific games each week. Prizes for the contest, which ran 14 weeks, included a trip to the Super Bowl, televisions, cameras, radios, posters, etc. Entries were to include two end flaps from any Kent pack or the words, "Kent Micronite Filter" on a 3 x 5 inch piece of paper.

In April, Kent sponsored the "Kent Castle Contest". Contestants were to make as many words as they could from the letters in "Kent Micronite Filter Cigarettes," and mail the list with two empty packages. Prizes included 50 trips to England and 1,000 broaches and tie tacs.

Later, a "Coffee 'n Kent" offer was made, through which consumers could mail 10 Kent bottom flaps for a coupon worth $1.00 on the purchase of coffee.

1972

Sales for Kent king size dropped to 20.8 billion units in 1972. And although the style's share of the total market remained 3.9%, its share of the non-menthol filter segment slipped to 7.2%.

Kent 100 sales were up to 6.96 billion units for the year. The extra-length style's market share and segment share were up slightly at 1.3% and 2.3% respectively.

Advertising expenditures for Kent Kings were $5.05 million with magazines receiving the major portion and additional support from outdoor ads. National supplements and newspapers received smaller allocations. CPM in 1972 for Kent Kings was $.25.

The extra-length style's expenditures totaled $6.04 million and, as with the 85 mm version, the base medium was magazines with outdoor support. CPM for Kent 100's was $.87.

Through the first half of 1972, Kent continued to feature full-page, four-color magazine ads of such items as "Sound 'n Kent," "Outdoors 'n Kent," "Cards 'n Kent", etc.

Ads were switched to full-color, still life photographs of the Kent pack with such objects as a football, a chess set, sewing material, flowers, etc., during July. Headlines read, "Micronite filter. Mild, smooth taste. For all the right reasons, Kent."

In December, black and white partial page newspaper ads appeared throughout the country for Kent king size. Illustrated only with the 85 mm package, ads included the headline, "Want the king of quality? Say . . . 'Kent Kings, please'."

During January in Long Island, partial page newspaper ads announced Kent's "Token Sweepstakes." Prizes were offered in quantities of subway tokens, such as a year's supply for two people.

Kent also continued its "Ski Stakes" into 1972 with the final monthly drawing in April.


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