Lights Cigarettes in the USA

The Lights Life Cycle in the USA Market:
The Introduction of Lights Cigarettes

The First Lights Cigarettes

Kent Micronite Filter was launched in 1952. It was the first cigarette in the USA market with tar deliveries under the established 19 mg. lower end tar band. The 7 mg. tar delivery in Kent was a major scientific accomplishment achieved through a special filter design. The filter captured a significant portion of smoking deliveries.

Kent’s Brand Offer

Kent was launched as an alternative to conventional cigarettes. It promoted the advantages of reduced tar and nicotine, touting its new Micronite Filter as the blocking agent.

Product: A blended filter cigarette that yielded 7 mg. tar and 1 mg. nicotine.

Benefit: Minimum tar and nicotine deliveries via a truly effective Micronite Filter made of "a pure, dust-free, completely harmless material."

Packaging: A clean white package with faint horizontal striations: design elements that appealed to women smokers — the brand's most promising customer group.

Price: A premium price that supported the brand's advertising theme: "The Difference in Protection Is Priceless."

Positioning: For conscious smokers who look for authentic low tar cigarettes.

Consumers' Reaction

Kent Micronite entered the market as a cloud of controversy swirled about the tobacco industry.

■ The Federal Trade Commission was investigating false claims of mildness and non-irritability in cigarette brands.

■ Consumer Reports published information about smoking-related diseases and their connection with tar deliveries immediately after the Kent launch. The report identified Kent’s advantage over high tar brands.

These issues laid the foundation for consumer sensitization and support toward lower tar cigarettes. Kent’s sales grew during the launch phase, evidence that consumers acknowledged the characteristics of milder cigarettes, with enhanced smoothness. However, despite the rising interest in cigarette alternatives among consumers, the brand made few inroads against its competitors during its first 5 years in the market.

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