classors RAleigh News Observer 9/14/25 Marlboro Jockeys For First Place nicotine. Or the ones for The cigarette pushers are Doral, where smokers related pow into what the advertising industry calls "positioning.' The how mach tar andinicatine they lost en the "DoralDiet." which means that a product Poor Liggett & Myers, whose tries to stake out an area for Rself in the smoket's mind. Money brands are all in a state of retreat, is really desperate. You can see the pasition a brand is trying to occupy by reading the coby and looking at Tree It's now trying to position Lark as "the third ciagrette" for smokers whose throats get the illustrations in the ads A raspy after smoking those full- brand on the upswing stays flavored cigatettes all day and with its "mood" message. A by Milton Moskowitz who don't like the high-filtra- brand that's slipping keeps tion brands because they changing themessage. "hardly taste Like enything The longest-running cam- Viceroy. for example, is now Onits two other brands, L&M paign in the cigarette business coming at smokers with the and Chesterfield, Liggett & is Marlboro's western motif, line: "Why Viceroy? Because Myers seems to have just about and it will continue B$ long as I'd never smoke a boring thown in the towel L&M, a the br and continues to move up cigarette. Boring must mean brand on the decline for many on the sales chart. Mariboro is those cigarette brands which years, is now being positioned on the verge of overtaking Win- are enjoying good sales. as "the proud smoke, whatev- ston as the top-selling rand in So we have ads for True et that means. And Chester- the country showing a smoker who says: shose sales are indanger , The Mariboro message is "Why all the talk about smok- of disappearing is using the clear: "Come to where the Ela- ing ] decided l'd either quit or slogan that was a Winner for it vor Is." What it' reallysaying smoke' True. 1smoke True." Or 10years ago, "Theysatisly." It beyond that, is: "This is not the ads for Vantage, which may be that the people who one of those alssy low-tar and promise the flavor of a full- remember that siogan are the low-olcotine brands This Is ope flavor cigarette "without any- only ones still smoking the you can taste.¹ where near the tar and brand. Winsten is also in this "Jull- favor" eategory. !t has a heavy shig of tar and nicatine, even more than Marlbore Since it has begun to lose ;ground to Mariboro, Winsion has changed the models who appeat in Its ads. They now tend to be young peopledressed In blue jeans, and they's say- ing things Like: "Il it Wasn't for Winston, 1 wouldn't smoke"; or "Taste isn't erverything. It's the enly thing": or "A taste that sreal Ifaciga- rette isn't real, It isn't any- thing Winslon Is for real.' The No. 3 selling cigarette brand is Kool and its message for many ears has been the simple ene, "Come up to Kool. What it is stating there, and what menthol smokers ap- parently recognite, is that it contains more menthol than other brands. And it does. New Category Lately we have been seeing the emergence of a newcatego- ry that might best be called the "cancer cigarettes." These are the low-tar and low-nicotine brands that are preying on people's fear of cancer. AJ. though there is no scientifie ev. idence that these cigarettes are "safer" than cigarettes with beavier concentrations of tar and nicotine, it is a belief that is widely held, even by President Ford. Vantage and Doral, inciden. tally. come to you from the same Folks tho make Winston and Salem and Camel. Then, of course, we get to the brands which don't know hat to say to arrest sales declines. Source: https://www.industrydocuments.ucsf.edu/docs/ffbb0020