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In the spring of 1952, the Lorilard Tobacco Company began producing 70mm cigarettes under the Kent brand. They got their name in honor of Herbert Kent, who was in charge at that time of this company, they had an asbestos filter and had a mild taste.
During their heyday, they were so in demand that in some countries they were even used as a currency - certain goods and even services could be purchased for packs and blocks of Kent. A few years later, when science proved that asbestos provokes lung cancer, it was decided to replace the filter in cigarettes with an asbestos-free Micronite, which allowed the company to rise above its competitors in the eyes of its consumers.
The marketing activity of the company looked very unusual, but sales of cigarettes of this brand increased from year to year, and the United States of America was the main market in the 60-70s of the last century.
Black celebrities were involved in advertising. Kent placed great emphasis on this segment of the population.
In the late 1970s, the British American Tobacco Group acquired the brand and began selling it outside the Americas. However, time is against Kent. After only one decade, light cigarettes in the mild category become too heavy as competitors introduce a new category of cigarettes to the market - lights - which have an even milder taste and are gradually gaining popularity in the then society. In addition, the appearance of the Kent package was very controversial - an impressive fortress on white did not evoke any associations with the lightness of the cigarettes inside this pack. All this negatively affected both the volume of sales of tobacco products of this brand and the image of the company itself.
Therefore, in the mid-90s, British American Tobacco had to choose between dooming the brand to certain death or giving it a new life. In the end, it was decided to revive it through some modifications to the concept. The first change was proposed by the Russian representative office of the company and involved the creation of the so-called "scale of lightness". Since the Kent brand initially meant only light cigarettes, but, as you know, each person determines the degree of lightness individually, the manufacturers decided to produce three types of cigarettes, differing in the level of resin content in them, and label them with the numbers "1", "4" and " eight".
The change also affected the appearance of the pack of cigarettes - the right corners became rounded, the depicted strength was significantly reduced in size, the brand name on the pack began to be printed in English and Russian, and the color of the packs themselves began to vary depending on the degree of lightness of the cigarettes.
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