If you are asked to name 5 most popular tobacco brands, we bet you don’t name Chesterfield among them. However, this brand is still one of the top-selling brands in Eastern Europe and Asia. Of course, the brand’s best years are gone, yet is managed to survive in fierce tobacco wars and retain loyal customers across the world.
Chesterfield tobacco brand saw the world for the first time in 1873, being introduced by Drummond Tobacco Company as a support brand to its flagship chewing tobacco brand. New cigarettes named after one of the counties in Virginia should have strengthened its patriotic image and give the company an aristocratic look. However, Drummond Tobacco Company didn’t manage to expand the brand, as the famous ‘tobacco wars’ began.
The last years of 19th Century in the United States were marked by constant conflicts between large corporations and small companies, as monopolies were devouring everything on their way to supremacy. In tobacco industry American Tobacco Company was such insatiable monster. In 1898 Drummond Tobacco, despite all its efforts, were acquired by American Tobacco Company.
When in 1907 American Tobacco Company obtained 90% of the worldwide tobacco market, American government began worrying, and initiated an investigation to check the nicotine monopoly. During the investigation, they found that the company violated the antitrust legislation many times.
After prolonged legal battles, the US Supreme Court ruled that American Tobacco Company should be split-off in separate companies. Liggett & Myers returned to the tobacco market besides other companies, taking Chesterfield along.
After American Tobacco Company collapsed, U.S tobacco market became the field of active and aggressive marketing activity. Companies invested considerable sums of money in the advertisement and promotion of their products. In order to survive Chesterfield underwent major changes. The manufacturers changed both tobacco blend and pack design, and thanks to the wise marketing strategy the brand managed to take the leading positions in the tobacco market, behind such iconic brands as Camel and Lucky Strike.
However, the success of Chesterfield didn’t remain unnoticed by major rivals who turned to black PR to stop its growth. Thus, in 1934 it was rumored that Liggett & Myers employs lepers. And of course, the smokers were scared away from the brand rumored to contain leprosy virus, so the sales tumbled down, despite intervention of then-mayor of Richmond and official disclaimer by Health Council.
The company barely managed to recover from that blow, when it was hit by another wave of rumors. In the midst of World War II the rivals planted rumors that Liggett & Myers sponsored Adolf Hitler’s election campaign… Liggett & Myers had to do their best to disclaim that lie.
Unsinkable Chesterfield
But despite constant competitors’ attacks Chesterfield not only managed to survive, but also return to leading positions thanks to wise advertising campaigns. First of all they employed Hollywood stars – Humphrey Bogart, James Dean and Lucille Ball to take part in Chesterfield’s advertising campaigns. In addition, the brand sponsored Glenn Miller’s radio show and Gunsmoke TV series. The advertisement posters often featured famous sport-stars, baseball and football players. Moreover, Chesterfield owns a flagship poster featuring Ronald Reagan, who took part in the advertising campaign of the brand when he was famous as an actor, much earlier before he became the 40th President of the United States.
Overall, the secret of Chesterfield success is rather simple: believe in yourself, don’t pay attention to the rivals’ attacks, remember that in tobacco business all means of promotion are allowed – and you will succeed. In case of Chesterfield it worked great.
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