Max (Menthol) SL-20-S - USA
Max (Menthol) /SL-20-S/ - USA
Max, introduced in 1975, was a brand of 120mm cigarettes produced by the Lorillard Tobacco Company of Greensboro, North Carolina, United States.
Max was introduced to capitalize on what appeared to be a 120mm cigarette 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 Phillip Morris in 1985, with a very aggressive advertising campaign targeting female smokers. 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 were produced only in full flavor variety; lights or ultra-lights varieties were not available. They were packaged only in soft pack and were available only in 120mm length. Both regular and menthol flavors were available.
Max cigarettes were introduced with attractive packaging, as a slim, all-white superlong, specifically catering to upscale, contemporary, style-conscious female smokers. They were introduced under the Kent, name, to capitalize on Kent parentage and subsequent marketing 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 smokers who enjoyed a full-flavor, full-strength cigarette, they had among the highest nicotine and tar content of all brands.
Unfortunately for Max smokers, sales flagged in the first decade of the new century as the total number of smokers declined and Lorillard marketed the cigarettes half-heartedly, making them difficult to obtain by devotees of the brand. Since Max already served a small niche market, the decline brought the death knell of the brand in 2010.
