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Kent Cigarettes

Kent Cigarettes Super Lights 100's Charcoal Filter


Cigarette Brands Facts: Popular, Online, Discount

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

Buying Kent cigarettes is very popular among citizens of Australia, Canada, Finland, France, Germany, Italy, Japan, Spain, UK, USA.


Cigs and Tobacco History

Kent Domestic History

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

In order to gain a better understanding of the current international status of the brand, it is necessary to first review its domestic history.

Kent was introduced in the U.S. in 1952 as a premium priced product with an overt health positioning. The initial product was virtually tasteless when compared to most competitive cigarettes of the period; however, it did have a point of difference in its white tipped Micronite filter. Sales were rather unimpressive in the brand's first few years, with volume averaging just over 3 billion units per annum through 1956. The following year, however, two articles were published in Reader's Digest which, in effect, validated Kent?????s positioning as the "healthiest" brand available. As a result of this publicity, as well as an improved product and a move to popular pricing, Kent?????s volume soared to over 15 billion units in 1957 and over 36 billion in 1958.

Kent held on to its image as the smoker concern brand until 1966, when True was introduced. Soon after, numerous other low delivery products joined in what has now come to be called the 'tar' derby. As a consequence of this activity, Kent?????s position deteriorated. The key marketing question became how to sell a product which had built its franchise on a "scientific breakthrough" (smoker concern), once that platform was no longer its exclusive property. Kent had become technologically obsolete and thus had no real selling point. It could no longer exclusively claim smoker concern and it could certainly not claim taste.

Following an unsuccessful search for a viable Kent positioning during the late 1960's and early 1970's, a period which saw several ad campaigns and frequent large scale promotions for the brand, the strategy eventually adopted was to stabilize volume via the introduction of Kent line extensions. A 100 mm version was introduced in 1967, followed by a Menthol 100's in 1970, a Menthol King Size product in 1971, Kent Golden Lights in 1975 and Kent III in 1979. As Appendix I indicates, to date this strategy has indeed been successful. Total Kent family volume has been fairly stable at about 30 billion units a year for quite some time, this in spite of a severe decline in Kent Parent volume. More recent data seems to indicate weakening of Kent III's position. Brown & Williamson Domestic has prepared an indepth Kent brand history, which is attached as Appendix II.


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