The Government of Canada has introduced the Tobacco Products Regulations (Plain and Standardized Appearance) which is to come into effect later this year. This will impact Pall Mall packaging.Learn about the changes
In 1899, Pall Mall, a new premium brand of cigarettes, was launched. From the very beginning, it used a more expensive Turkish blend of tobacco rolled in a distinctive oval shape and positioned the brand as one of America’s first truly premium cigarette brands.
And, of course, Pall Mall came in a suitably unique premium packaging. Priced five times higher than domestic brands and made solely from Virginia tobacco, the brand was destined for future greatness.
Between 1899 and 1903, Pall Mall Famous Cigarettes, as the brand was called in those days, unit sales increased from 200 to 750 million cigarettes, accounting for about 25% of all cigarette sales in the US. Seeing the potential in positioning the Pall Mall Famous Cigarettes as a premium brand, Pall Mall H.I.M. (His Imperial Majesty, the American Gentlemen) Banquet was trademarked in 1906.
By 1908 Pall Mall arrives to Canada, manufactured by Imperial Tobacco Canada as a Virginia-blend, regular-sized cigarette, available in plain-end and cork-tip.
In late 1936, the Pall Mall brand received a complete makeover with three important initiatives. Firstly, in response to consumers’ preferences, Pall Mall was upgraded with a new “Modern Blend,” for a smooth less irritating taste.
Unlike many brands at the time, Pall Mall’s tobacco contained no flavour additives or sweeteners.
Secondly, Pall Mall entered the low price cigarette segment. Unlike its launch of Specials in 1923 at 20 for 30 cents, the Pall Mall range dropped its price further from 25 cents down to 15 cents.
The last initiative was that Pall Mall was given a new modern look and the packaging was changed from its traditional box to an innovative soft pack.
The new “Famous Pall Mall Cigarettes” positioning, branding and packaging changes were completed in 1936, and now Pall Mall needed the right strategy for communicating these changes.
In April of 1937, Pall Mall made its debut on the airwaves with commercials and sponsorships. These allowed the brand to reintroduce itself and its new product features, and pricing, to adult tobacco consumers.
Further advertising support came in the form of a print advertising campaign that spoke to Pall Mall’s additive-free new Modern Blend.