Word: lorillard
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Dates: during 1950-1959
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...Viceroys thoughtlessly slumped 20% in the first quarter, clawed back with two new filters: the mentholated Belair, whose pack also boasts a picture: blue sky with snow-white clouds, and the non-mentholated, "high filtration" Life, whose motto, encrusted on every package in Latin, is: "Life Is Great." P. Lorillard Co. (Kent, Newport, Old Gold) brought out Spring, a tastefully packaged king with "lightest menthol" and "honeycomb filter...
...LORILLARD. First-half earnings rose to $2.02 a share, up 15% from last year. The performance, said Chairman Lewis Gruber, was due to a $19 million rise (to $240 million) in sales of Kents, Old Golds and Newports...
Shouted Down. Where the U.S. consumer reigns, the gains were most striking. U.S. smokers, puffing away at a record rate, upped both sales and profits of R. J. Reynolds Tobacco Co. (Camel, Winston, Salem) and P. Lorillard Co. (Kent, Newport, Old Gold), both of whose stockholders approved stock splits to make room for further growth. When a stockholder tried to ask a few critical questions of Reynolds Chairman John C. Whitaker, other stockholders were already so taken with the good news that they stamped their feet, shouted the dissenter down...
Marketing strategy must be guided not by what the consumer wants today but what he probably will want three, four or even five years from now." Putting his precept into practice when he took over P. Lorillard Co. 2½years ago, Chairman Lewis Gruber, 63, rescued his aged (founded 1760), slipping company by gambling heavily on smokers' future desires. He changed the filter and blend of Kent cigarettes to cut down tar and nicotine and -as he says in the kind of phrase that sounds snappy around a boardroom table -give smokers "less of the things they have...
Gruber now sniffs a new trend. Last week Lorillard began test-marketing a cork-tipped, cigarette-sized cigar in a flip-top box. Price: 35? for a pack...