Max (cigarette)
Encyclopedia
Max, introduced in 1975, was a brand of 120mm cigarettes
produced by the Lorillard Tobacco Company
of Greensboro, North Carolina
, United States. The brand was discontinued in summer 2010.
Max was introduced to capitalize on what appeared to be a 120mm cigarettes
phenomenon, and was Lorillard's
answer to More
and Saratoga brands. Sales of Max lagged behind these two brands throughout the 70s and early 80s, but they did do better than Tall 120s, Eve 120s
, the Original Virginia Slims 120s
(introduced in 1976, in Fresno, CA
, and quickly discontinued), and Dawn 120s (also quickly discontinued). Max maintained popularity over Eve 120s
, Capri 120s
, and Carlton 120s, but would lag behind Virginia Slims Luxury Lights 120s
, introduced by Philip Morris
in 1985, with a very aggressive advertising campaign targeting female
smokers
. Ultimately, in 1993, sales of Max cigarettes
would falter a bit more, with the introduction of Misty, a bargain brand, and the only bargain brand which markets a 120mm length.
Max cigarettes
was produced only in a full flavor variety;
lights
or ultra-lights varieties were not available. They were packaged only in soft pack
, and are available only in 120mm length. Both regular and menthol
flavors were available.
Max cigarettes
were introduced with an attractive packaging, as a slim all-white superlong, specifically catering to upscale, contemporary, and style-conscious female
smokers
. Max cigarettes
were introduced under the Kent
name, to capitalize on Kent parentage and subsequent strength, as well as well known perception of effective filtration. However, Max was not specifically introduced as an extension to the Kent
line, in an effort to capitalize on Kent rejectors and non-Kent smokers
. Intended for the most committed of smokers
, they had among the highest tar
and nicotine
content of all cigarette
brands.
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
produced by the Lorillard Tobacco Company
Lorillard Tobacco Company
Lorillard Tobacco Company is an American tobacco company marketing cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max. Lorillard is a member of the National Black Chamber of Commerce.- History :...
of Greensboro, North Carolina
Greensboro, North Carolina
Greensboro is a city in the U.S. state of North Carolina. It is the third-largest city by population in North Carolina and the largest city in Guilford County and the surrounding Piedmont Triad metropolitan region. According to the 2010 U.S...
, United States. The brand was discontinued in summer 2010.
Max was introduced to capitalize on what appeared to be a 120mm cigarettes
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
phenomenon, and was Lorillard's
Lorillard Tobacco Company
Lorillard Tobacco Company is an American tobacco company marketing cigarettes under the brand names Newport, Maverick, Old Gold, Kent, True, Satin, and Max. Lorillard is a member of the National Black Chamber of Commerce.- History :...
answer to More
More (cigarette)
More is a brand of cigarette which was originally marketed to both men and women and then changed its primary focus to women consumers. It typically has a dark brown wrapper and is typically 120 mm in length...
and Saratoga brands. Sales of Max lagged behind these two brands throughout the 70s and early 80s, but they did do better than Tall 120s, Eve 120s
Eve (cigarette)
Eve Cigarettes, are manufactured in the USA as a product of the Liggett Group, the smallest of the major U.S. tobacco companies, as well as in Germany, as a product of Philip Morris International. Within the USA, they were introduced in 1971 as competition for rival Philip Morris corporation's...
, the Original Virginia Slims 120s
Virginia Slims
Virginia Slims is a brand of cigarette manufactured by Altria Group . The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." Some media watch groups considered this campaign to be responsible for a rapid increase in smoking among...
(introduced in 1976, in Fresno, CA
Fresno, California
Fresno is a city in central California, United States, the county seat of Fresno County. As of the 2010 census, the city's population was 510,365, making it the fifth largest city in California, the largest inland city in California, and the 34th largest in the nation...
, and quickly discontinued), and Dawn 120s (also quickly discontinued). Max maintained popularity over Eve 120s
Eve (cigarette)
Eve Cigarettes, are manufactured in the USA as a product of the Liggett Group, the smallest of the major U.S. tobacco companies, as well as in Germany, as a product of Philip Morris International. Within the USA, they were introduced in 1971 as competition for rival Philip Morris corporation's...
, Capri 120s
Capri (cigarette)
Capri is a brand of cigarette manufactured by R.J. Reynolds. Introduced in 1987, it is the first widely-available cigarette having an extremely slim shape, at 17 mm in circumference and 100 mm in length, specifically marketed towards women as a way to increase or enhance their sexual...
, and Carlton 120s, but would lag behind Virginia Slims Luxury Lights 120s
Virginia Slims
Virginia Slims is a brand of cigarette manufactured by Altria Group . The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." Some media watch groups considered this campaign to be responsible for a rapid increase in smoking among...
, introduced by Philip Morris
Philip Morris USA
Philip Morris USA is the United States tobacco division of Altria Group, Inc. Philip Morris USA brands include Marlboro, Virginia Slims, Benson and Hedges, Merit, Parliament, Alpine, Basic, Cambridge, Bucks, Dave's, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M, Players and...
in 1985, with a very aggressive advertising campaign targeting female
Femininity
Femininity is a set of attributes, behaviors, and roles generally associated with girls and women. Though socially constructed, femininity is made up of both socially defined and biologically created factors...
smokers
Tobacco smoking
Tobacco smoking is the practice where tobacco is burned and the resulting smoke is inhaled. The practice may have begun as early as 5000–3000 BCE. Tobacco was introduced to Eurasia in the late 16th century where it followed common trade routes...
. Ultimately, in 1993, sales of Max cigarettes
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
would falter a bit more, with the introduction of Misty, a bargain brand, and the only bargain brand which markets a 120mm length.
Max cigarettes
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
was produced only in a full flavor variety;
lights
Lights (cigarette type)
Cigarettes labeled as “Lights,” “Milds,” or “Low-tar,” are considered to have a “lighter,” less pronounced flavor than regular cigarettes. These cigarette brands may also contain lower levels of tar, nicotine, or other chemicals inhaled by the smoker ....
or ultra-lights varieties were not available. They were packaged only in soft pack
Cigarette pack
A pack or packet of cigarettes is a rectangular container, mostly of paperboard, which contains cigarettes. The pack is designed with a flavor-protective foil, paper or biodegradable plastic, and sealed through a transparent airtight plastic film. By pulling the "pull-tabs", the pack is opened...
, and are available only in 120mm length. Both regular and menthol
Menthol cigarette
A menthol cigarette is a cigarette flavored with the compound menthol, a substance which triggers the cold-sensitive nerves in the skin without actually providing a drop in temperature....
flavors were available.
Max cigarettes
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
were introduced with an attractive packaging, as a slim all-white superlong, specifically catering to upscale, contemporary, and style-conscious female
Femininity
Femininity is a set of attributes, behaviors, and roles generally associated with girls and women. Though socially constructed, femininity is made up of both socially defined and biologically created factors...
smokers
Tobacco smoking
Tobacco smoking is the practice where tobacco is burned and the resulting smoke is inhaled. The practice may have begun as early as 5000–3000 BCE. Tobacco was introduced to Eurasia in the late 16th century where it followed common trade routes...
. Max cigarettes
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
were introduced under the Kent
Kent (cigarette)
Kent is a brand of cigarettes. Kent's Micronite filter was introduced shortly after the publication of a series of articles in Reader's Digest in 1952 entitled "Cancer by the Carton", that scared American consumers into seeking out a filter brand at a time when most brands were filterless...
name, to capitalize on Kent parentage and subsequent strength, as well as well known perception of effective filtration. However, Max was not specifically introduced as an extension to the Kent
Kent (cigarette)
Kent is a brand of cigarettes. Kent's Micronite filter was introduced shortly after the publication of a series of articles in Reader's Digest in 1952 entitled "Cancer by the Carton", that scared American consumers into seeking out a filter brand at a time when most brands were filterless...
line, in an effort to capitalize on Kent rejectors and non-Kent smokers
Tobacco smoking
Tobacco smoking is the practice where tobacco is burned and the resulting smoke is inhaled. The practice may have begun as early as 5000–3000 BCE. Tobacco was introduced to Eurasia in the late 16th century where it followed common trade routes...
. Intended for the most committed of smokers
Tobacco smoking
Tobacco smoking is the practice where tobacco is burned and the resulting smoke is inhaled. The practice may have begun as early as 5000–3000 BCE. Tobacco was introduced to Eurasia in the late 16th century where it followed common trade routes...
, they had among the highest tar
Tar (tobacco residue)
Tar is the common name for the resinous partially combusted and healed particulate matter produced by the burning of tobacco and other plant material in the act of smoking. Tar is purportedly the most destructive component in habitual tobacco smoking, accumulating in the smoker's lungs over time...
and nicotine
Nicotine
Nicotine is an alkaloid found in the nightshade family of plants that constitutes approximately 0.6–3.0% of the dry weight of tobacco, with biosynthesis taking place in the roots and accumulation occurring in the leaves...
content of all cigarette
Cigarette
A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...
brands.