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“KENT” cigarettes

History of the Brand

The history of the tobacco brand began in the spring of 1952. At that time, new cigarettes “KENT” from the American company “Lorilard Tobacco Company” were released. The brand was named in honor of the CEO Herbert Kent.

These were the first cigarettes with a filter. Before that, only cigarettes were produced. Therefore, new tobacco products – long cigarettes with asbestos filter, became in demand on the American market, for which they could exchange any goods or receive a service.

The first cigarette filter contained asbestos. After studies showed that asbestos caused lung cancer, the company abandoned its use.

Since 1956, the tobacco brand has updated its products, replacing the use of Micronite carbon filter in cigarettes. Customers appreciated the company’s concern. Tobacco sales and corporate profits increased again.

The growing tobacco giant was gradually taking over the American market. This continued until the end of the 1970s, when British American Tobacco bought out the KENT brand. Since then, KENT products became known in other countries.

The tobacco brand stayed on the market for 20 years. But after 1990 it had a lot of competitors who offered new designs and tobacco flavors. KENT’s sales were declining. The brand needed a refresh. British American Tobacco had to make a decision – to change in order to stay on the market or to discontinue its products.

The first changes affected cigarettes sold in Russia. Marketers did a lot of work and presented a new updated brand of cigarettes to customers. They changed the shape of the pack. The new packaging acquired rounded corners, became more stylish and modern. The brand logo was printed in two languages – Russian and English. The packaging began to differ in color depending on the strength of the product.

The manufacturer also updated the assortment. The products began to be available in 3 types, which depended on the tar content of the cigarettes.

The end of the 90s was marked by an advertising campaign of the brand. In the first phase, marketers presented the brand’s renewal as its desire to keep up with the times, satisfying the desires of its consumers. The second phase emphasized the image of the cigarettes. The advertisements insinuated that “KENT” was an indicator of quality and taste.

The strategy used by the advertisers helped the company to regain its position in the market. The scale of tobacco sold increased.

After a long journey of modernization and recognition, the popular for many consumers brand of cigarettes “KENT”, is considered a quality product of the category “premium”.

The well-known manufacturer follows the preferences of its customers, constantly updating the cigarette assortment, improving their taste and design. Even a buyer spoiled by the abundance of types, will find in the line of tobacco products are the only cigarettes that he will prefer to other brands.