Capri 110: Brand History
Capri 110's were reintroduced to test markets in Dallas, Texas and twenty-five surrounding counties in May 1975. The new version was launched in both regular and menthol flavors, 'tar' delivery-was 21 mg, nicotine 1.5 mg.
Capri 110's were developed to take advantage of the growing consumer market for extra length full taste cigarettes. In addition to taste, Capri 110's offered more tobacco at the same price as king size which added value to the brand.
The package design featured a gold stylized sunburst below the brand name. Gold and light green were utilized as background colors.
$409,000 was allocated to advertising expenditures.
Headlined, "New Capri 110's.", advertising executions featured an equation adding the characteristics of the cigarette. They were (Length) (110 mm long) + full diameter + 13% more tobacco than the leading 100 mm + priced like king size — a two pack illustration of Capri. Tag lines concluded, "It all adds up to more taste."
The brand did not achieve national distribution and was withdrawn from the market.