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Concept
Old Gold (cigarette)
Summary
Old Gold is an American brand of cigarette owned and manufactured by the R. J. Reynolds Tobacco Company.
Old Gold was introduced in 1926 by the Lorillard Tobacco Company and, upon release, would become one of its star products. By 1930, with the aid of a campaign from Lennen & Mitchell that featured exuberant flappers and the slogan "Not a cough in a carload", Old Gold won 7% of the market. During the 1930s, Lennen & Mitchell built the Old Gold brand on radio by advertising in music programming targeting young people.
In 1941, Lorillard moved the Old Gold account to J. Walter Thompson Co., which changed the brand's slogan to "Something new has been added". On TV, in the 1950s, Old Gold was known for its dancing cigarette packages (women wearing white boots and Old Gold packages), which tapped in time to an Old Gold jingle. Lennen & Mitchell also handled TV for Old Gold.
In 1953, Lorillard began advertising king-size Old Gold side by side with the standard brand. in 1957, it added a filtered variety as well.
In 1957, Kent received the lion's share of Lorillard's 14.8 million budget had gone to Old Gold.
In 1958, it introduced Old Gold Straights with reduced tar and nicotine levels with a campaign from L&N in newspapers in more than 140 markets and on radio and TV.
In 1966, Lorillard spent 15.5 million. Almost half of the Kent money went to network TV. Runner-up media included magazines, spot TV and spot radio. Lorillard's No. 2 cigarette brand in terms of spending was Newport, its chief menthol entry. Measured media spending for Newport in 1965 exceeded 4 million in measured media, followed by Spring with 41.5 million.
Official source
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