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Kent Cigarettes

Kent Cigarettes Silver



Tobacco Cigs Brand Marketing News

Paradise Travel consumer promotion
 In this instance the objective was to place KENT's brand name before the public in a manner complementary to and more exciting than the main "Fresh, Calm, Mild" campaign. Particularly to add an atmosphere of excitement at the distributor level and to involve the trade actively in major promotional activity behind the KENT brand.
 It was decided that the theme would be a first prize of a holiday on Paradise Island in the Bahamas, which clearly related to the "Fresh, Calm, Mild" campaign. BWIT's distributor, Hong Kong Tobacco, responded excellently to the promotion as well as to the other recent activities behind the brand.


'Enjoy the Hong Kong countryside' campaign.
Although the density of the residential areas in Hong Kong is well known, what is commonly overlooked is that Hong Kong boasts very large unspools areas of natural beauty which are now being discovered by the local people as their major leisure area. Walking/barbecuing in the countryside are unquestionably the most popular participation activities in Hong Kong especially with the KENT prime target market group - young adults.
BWIT is now planning a programme to capitalize on this major local activity. The merchandising/promotional campaign has proved effective in the face of heavy marketing activity by MARLBORO and other major brands. KENT'S volume has grown during 1981 and its market share increased.

1982

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