Winston. From Switzerland with filter.
According to marketing legend new cigarettes appeared thanks to one of R.J.R Tobacco Company directors - Edward Darr. Quasi having rest in Switzerland he has met with cigarettes with filter that were gaining popularity in Europe. He tried and liked it. Inspired with new trends he has returned in USA and has convened council of R.J.R. experts. They have thought. They have smoked. Thought again and have decided that new thing should be liked by American consumer. The main is to do so that due to filter use smokers would lose possibility to enjoy the strength and flavor of cigarettes.
At the same time with filter in new cigarettes was used also special tobacco blend that has quickly become famous as "American mixture". The main its difference from all others became presence in its composition of tobacco sort Burley. Besides it was not just dried up but in special way thermally treated for getting light caramel taste (on tobacco professional's language this process is called tosting). As result of all these innovations have appeared cigarettes that was decided to name in honor of the town that became the Company's cradle. Such American smokers have made acquaintance with Winston brand. It was 1954.
Winston. The price of mistake
The first advertising slogan of the new brand promotion campaign became: "Winston tastes good like a cigarette should". However in this phrase is made an evident grammar mistake. That is why on the slogan in the next breath fell down accusations of illiteracy. It is difficult to tell now was it an accidental mistake or coordinated advertising trick but public attention to the brand was attracted in a moment.
When the next slogan appeared: "What do you want, good grammar or good taste?" Winston popularity has skyrocketed. So, already in 1956 these cigarettes were declared the most successful tobacco brand. And it is no wonder as that year they were sold 31 billion cigarettes. But manufacturers were not going to be satisfied with what has already been achieved. Advertising images that have staked on family comfort and new types of products, for example, Winston 100 mm helped to increase sales.
Today Winston cigarettes have fell outside the limits of internal American market long ago and are one of the most sold world brands. However, Company that has given to smokers this brand doesn't exist anymore. Its assets have entered in Japan Tobacco Inc. But it hasn't become catastrophe for the brand itself. Besides it continues to develop. So, in 2007 was launched new "light" direction Super Slims. But in 2008 on the storm of tobacco prime class went Winston Premier.