Doral Cigarettes: A Comprehensive History and Advertising Analysis
Image Source: Unsplash
## Table of Contents
- Introduction
- The History of Doral Cigarettes
- 2.1 The Introduction of Doral
- 2.2 Rebranding as a Savings Brand
- 2.3 Low Tar and Nicotine Content
- 2.4 Sponsorships and Brand Ranking
- Doral Cigarette Advertisement Campaigns
- 3.1 Poster Advertisements
- 3.2 Magazine Advertisements
- 3.3 Slogans and Promotional Strategies
- Current Status and Market Share of Doral
- Doral Cigarettes and Health Risks
- Similar Brands and Competition
- References
1. Introduction
Doral cigarettes, owned and manufactured by the R.J. Reynolds Tobacco Company, have a rich history and a notable presence in the American tobacco market. This article delves into the origins of Doral cigarettes, the evolution of their advertising campaigns, their current market status, and their impact on public health. By examining various sources and conducting in-depth research, we will provide a comprehensive overview of Doral cigarettes.
2. The History of Doral Cigarettes
2.1 The Introduction of Doral
Doral cigarettes were introduced in 1969 and quickly gained popularity throughout the United States. Originally positioned as a premium brand, Doral underwent a significant rebranding in 1984 to become a savings brand. This move marked Doral as the first branded cigarette to target the value-savings market, offering smokers an affordable option without compromising on taste or quality.
2.2 Rebranding as a Savings Brand
The rebranding of Doral as a savings brand in 1984 was a strategic decision to capture a broader market segment. The brand successfully positioned itself as an attractive choice for price-conscious consumers without sacrificing the premium taste that distinguished Doral from its competitors.
2.3 Low Tar and Nicotine Content
In 1984, Doral was included in a study conducted by The New York Times that tested the “low tar” and “low nicotine” claims made by various cigarette brands. The study found that Doral King Size and Doral King Size menthol had 5 MG of tar, 0.4 MG of nicotine, and 3 MG of carbon monoxide. This analysis provided valuable insights into the composition of Doral cigarettes and their potential health risks.
2.4 Sponsorships and Brand Ranking
Throughout the years, Doral gained recognition through its sponsorship of various sports events, helping the brand secure a prominent position in the tobacco market. By the late 1990s, Doral had become the third-largest tobacco brand after Marlboro and Newport. This success can be attributed, in part, to R.J. Reynolds’ strategic sport sponsorships and marketing campaigns.
3. Doral Cigarette Advertisement Campaigns
3.1 Poster Advertisements
R.J. Reynolds employed various advertising strategies to promote the Doral brand. Poster advertisements featuring eye-catching visuals were one of the primary methods used to capture the attention of consumers. These posters showcased the distinct Doral logo and aimed to create a lasting impression in the minds of potential buyers.
3.2 Magazine Advertisements
Doral’s advertising campaigns extended to magazines, where they utilized a comic strip format to engage readers. For instance, one advertisement depicted a lion tamer who was concerned about what his Doral pack “sang.” These magazine advertisements aimed to create a unique and memorable experience for consumers, associating the Doral brand with entertainment and enjoyment.
3.3 Slogans and Promotional Strategies
Over the years, Doral had various slogans, including the current tagline “Premium Taste, Guaranteed.” Previous slogans, such as “Taste me!” and catchy jingles in broadcast commercials, sought to emphasize the high-quality taste of Doral cigarettes. However, Doral’s advertising approach was not without criticism, as comedian George Carlin humorously highlighted in his stand-up routine “Sex in Commercials.”
4. Current Status and Market Share of Doral
In recent years, Doral’s market share has declined, and the brand receives limited support from R.J. Reynolds. Pall Mall has taken over as the company’s primary discount brand, leading to a decrease in Doral’s prominence in the market. As of 2019, Doral held a market share of less than 1%. Despite these challenges, Doral continues to be sold and remains a recognizable brand in the tobacco industry.
5. Doral Cigarettes and Health Risks
Like all tobacco products, Doral cigarettes carry health risks. The International Agency for Research on Cancer (IARC) classifies cigarettes, including Doral, as Group 1 carcinogens. This classification indicates that there is sufficient evidence to establish a direct link between smoking cigarettes and various types of cancer. It is essential for individuals to be aware of the potential health consequences associated with smoking Doral cigarettes.
6. Similar Brands and Competition
Doral faces competition from other cigarette brands in the market. Brands such as Marlboro, Camel, Newport, and Winston are among the key competitors vying for market share. Each brand employs unique marketing strategies and appeals to different consumer preferences. Understanding the competitive landscape helps provide a broader perspective on the tobacco industry and the choices available to consumers.
7. References
- BrandDoral – Cigarettes Pedia.
- Doral.
- Brands.
- What We Make – R.J. Reynolds Tobacco Company.
- Advertising; Doral Set As Generic Cigarette.
- AP (1984-03-04). “4 CIGARETTE BRANDS RATED LOW IN 3 RISK CATEGORIES”. The New York Times.
- “LOYALTY PROGRAM TAKES RJR’S DORAL TO NO. 3; TREND FIGHTER: ‘DEAD, OLD’ CIGARETTE BRAND REIGNITED”.
- Journal, Richard Craver/Winston-Salem. “Reynolds may have to include Doral in Lorillard deal”.
- “Untitled Document”.
- “1980 Doral II Cigarettes Ad – This little tar 5mg”.
- “Poor Women of Color, The Tobacco Industry Wants You!”.
- “Vintage Tobacco/ Cigarette Ads of the 1990s (Page 7)”.
- “1995 Doral Cigarettes Ad – Smokers Rights”.
- “1997 Doral Cigarette Ad – Listens”.
- Dewhirst, Timothy (November 2012). “Price and tobacco marketing strategy: lessons from ‘dark’ markets and implications for the WHO Framework Convention on Tobacco Control”. Tobacco Control.
- “Ski”.
- “Ski”.
- “Doral Cigarettes: Bringing Cigarette Advertising Back to its Roots”.
- Miller Lo, Erin J.; Young, William J.; Ganz, Ollie; Talbot, Eugene M.; O’Connor, Richard J.; Delnevo, Cristine D. (January 2022). “Trends in Overall and Menthol Market Shares of Leading Cigarette Brands in the USA: 2014–2019”. International Journal of Environmental Research and Public Health.
Page 4 of 11
