Kent - Marketing Factors
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
I. Advertising /Positioning
From 1972 until 1975, all overseas regions employed "What A Good Time For A Kent" ("Good Times"), an image-oriented campaign. The "Good Times" strategy was to appeal to the growing segment of emerging affluent male and female smokers in all countries. Product positioning was to have been international in scope, relating to smokers who see themselves affording an imported American cigarette and identifying with a product symbolizing mobility, youth and affluence.
The campaign, an adaptation of an earlier domestic effort, was chosen because it was felt that no region of the world displayed a sufficient level of smoker concern to justify positioning the brand on such a platform and, that Kent, as Lorillard's major brand, had to appeal to the broadest audience possible. "Good Times" was simply image building, lifestyle advertising.
In 1975, as a result of a pronounced dip in international market share, it was decided that two advertising campaigns should be utilized to fill the needs of two distinct marketplaces. "Good Times" would continue to be used in non smoker concern markets. The new campaign for those markets where smoker concern was emerging, "Come for the Filter, Stay for the Taste" ("Come/Stay"), continued a lifestyle orientation as in "Good Times" but added a new dimension by emphasing the Micronite filter.
The "Come/Stay" strategy was to appeal to filter cigarette smokers, aged 18-49, with varying degrees of smoker concern, who were better educated, affluent trend setters seeking the prestige associated with smoking an international cigarette. Product positioning was to have portrayed the brand as an internationally accepted mild, American cigarette with a unique taste produced by the combination of high quality tobaccos and the white-tipped Micronite filter.
"Come/Stay" was deployed in all regions except the Far East. Research on the campaign suggested that the addition of filter emphasis with implicit smoker concern benefits evoked no appreciable reaction on the part of consumers.
In the second quarter of 1980, after the completion of research on on Kent???‚¬?„?s positioning worldwide, Brown & Williamson International Tobacco began to use one campaign, ?‚?«Fresh. Calm. Mild. ?‚?» throughout the world. ?‚?«Fresh. Calm. Mild.?‚?» was created to definitively establish and consolidate Kent???‚¬?„?s image as the mild (implied lower delivery, smoker concern) U.S. international cigarette.
The ?‚?«Fresh. Calm. Mild.?‚?» strategy was to establish Kent as the mild international cigarette for concerned smokers who want a taste they could feel good about. No longer was the world seen as a series of markets with varying degrees of health concern. It was believed that smoker concern would become a major issue in most markets during the early '80's and, that Kent, building on its existing image through use of ?‚?«Fresh. Calm. Mild.?‚?» could only stand to benefit from this development.