There may be many tobacco companies existed in the world. One of the most prominent tobacco company that has a long history worth mentioning is Lorillard Tobacco Company. Lorillard Tobacco Company is named after its founder, Pierre Abraham Lorillard who founded the company in 1760. It is the oldest tobacco manufacturer in the US. Pierre Abraham Lorillard, a French immigrant, opened a factory in New York City. Initially, Lorillard Tobacco Company made pipe tobacco, cigars, plug chewing tobacco, and snuff. Lorillard Tobacco Company marketed cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max.
Lorillard Tobacco Company Cigarette brands history
In 1926, Old Gold was introduced to the market. It soon became one of Lorillard’s star products. In 1930, Old Gold won 7% of the market as an effect of good advertising. Lorillard had Lennen & Mitchell built the Old Gold brand on the radio by advertising in music programming targeting young people. Another marketing technique employed by Old God was in 1950 TV commercial. At that time, Old Gold was known for its dancing cigarettes package which taped in time to an Old Gold jingle.
After Old Gold cigarette brand, Lorillard Tobacco Company introduced Kent in 1952 as a filtered cigarette. Kent widely proclaimed its “famous micronite filter” that claimed to have “greatest health protection in history” to its customer. Because of that, sales of Kent skyrocketed, and it has been estimated that in Kent’s first four years on the market, Lorillard sold some 13 billion Kent cigarettes. Kent grew until the late 1960s, then began a long, steady decline as more filtered cigarette brands promising even lower tar were introduced.
Another brand that is marketed by Lorillard Tobacco Company is the Newport cigarette brand. It was originally launched in 1957. Newport cigarette is known for its menthol flavor. It is the first menthol cigarettes marketed by Lorillard Tobacco company. This cigarette is named for the seaport of Newport, Rhodes Island. In the mid-1980s African-American in an urban area was the target market of its ad campaign. Newport has been the second best-selling brand in the US after Marlboro.
The next brand from Lorillard is True. True was designed and marketed as a “low tar, low nicotine” brand. The packaging looks more modern compared to previous Lorillard’s cigarette brands. The True cigarette brand was first introduced on November 1, 1966. At first, the cigarette was full-flavored. During the 1970s and 1980s, it was reducing its tar and nicotine.
The last brand that is sold by Lorillard Tobacco Company is Maverick. It was introduced in 1986 on a limited basis as Harley Davidson cigarette. it was formerly named Harley Davidson as well until 1998. Maverick was sold at the discount price in the US and it is available in packs of 20.
Lorillard Tobacco Company Today
On July 15, 2014, Reynolds American bought Lorillard Tobacco Company for US$27.4 billion. This purchase by Reynolds united two of the country’s largest tobacco producers. Although the cigarette industry is seen as a declining industry, this unification of two giants is a bet for saving its industry by making them bigger as one.