Word: marketed
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Dates: during 1960-1969
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Though the company now has 30% of the cigarette market, Gray wants more...
...give Buck Duke hell." Doubtful Dromedary. Though cigarettes were still considered effeminate and had less than 10% of the market, Reynolds decided to bring out Camels in 1913 in a package decorated with a very sick-looking animal. Recalls former Director R. C. Haberkern: "He was atrocious. He had pointed ears, his head was bad, his feet looked like sweet potatoes." The problem was not solved until the Barnum & Bailey circus came to Winston-Salem, and the Camel people got a look at their first dromedary, Old Joe. Old Joe was promptly photographed, drawn for the package. (When Reynolds tried...
...years while selling Reynolds products in the East and Midwest, then was assigned to sell Camels to the Navy, where Reynolds had less than 6% of the business. He stayed at it for two years, worked so hard that Reynolds had 25% to 30% of the Navy market when he left. In 1936 he met Elizabeth Palmer Christian, a Virginia banker's daughter, at a friend's wedding, quickly decided to marry her. Three years later he became Reynolds' assistant sales manager. After a hitch as a Navy lieutenant commander in the war (he was landlocked in Intelligence), Gray...
...plain old regular-size cigarette was soon to end. First came the king-size cigarette. American's Pall Mall got there first, and did well. Reynolds decided to try a king with mild tobacco, brought out Cavalier. Cavalier flopped, still accounts for less than i% of the market, may eventually be dropped. Says Gray: "We goofed." The reason: top management thought it sniffed a shift to blandness in public taste in everything from music to food, brought out CavaHer to play to this trend over the opposition of Reynolds' sensitive-tongued tasting panel...
Instead, the few filters already on the market (e.g., Brown & Williamson's Viceroy and Benson & Hedges' Parliament) began to get hot. Reynolds was ready with its own filter, developed under a team consisting of Chairman John C. Whitaker, President Ed Darr and new Sales Chief Bowman Gray. The man who had seen filters coming was Darr, who was impressed by their popularity in Switzerland during a vacation. But the man who decided when to roll was Gray. Reynolds' test panel had smoked 250 versions of the trial Winston over two years when Gray took a puff of a new blend...