This is a memorial to the "Max 120" brand of cigarettes that was introduced in 1975 by Lorillard on the heels of Liggett & Myers’ Eve 120s (1973) and R.J. Reynolds’ More cigarettes (1974). Featuring 20 mm of extra length beyond the 100 mm “king size” (which is already significantly longer than the 85 mm of a traditional cigarette), Max advertised a fashionable, sexy, “healthier” cigarette.
Ads from the 1970s featured stylish women who explained, “The longer they are, the fewer I smoke,” and “It’s wacky, but it works, Max 120’s take longer to smoke so you don’t light up as often.” In reality, the smoker will seek a certain amount of nicotine to feed addiction, regardless of the length of the cigarette. But the advertising campaign worked well!
Other Max ads marketed the brand as sexy, saying, “Say hello to Max,” “Hello long, lean and delicious.” Another ad urges the female smoker to “Make friends with Max.” Still, other ads concentrated on the fashionable aspect of the cigarette, much like most women’s cigarettes. These ads, which reached into the 1980s, presented the cigarette as an accessory for any outfit, featuring fashion-forward models under a slogan advising consumers to “Wear a Max today.” Further, these “Wear a Max” ads spoke to feminine concerns with beauty, claiming that the cigarette is “long, lean” and “great looking,” insinuating that by smoking an attractive cigarette, the smoker will be attractive, too.
So which ladies were the Max 120 smokers? She was not only an experienced smoker and loved to smoke, but also at least a middle-aged smoker. She was also sophisticated, patient, feminine in manners, style conscious, and very ladylike. In terms of sexual preference, she could have been straight, bisexual, or lesbian. But a lesbian who smoked Max 120's was most likely a femme, not a butch. The basic advertising suggestions were slimness, attractiveness, glamour, style, taste and a contrast to men's cigarettes. These smokers identified with femininity. Max cigarettes were introduced with an attractive packaging, as a slim all-white superlong, specifically catering to upscale, contemporary, and style-conscious female smokers. They were introduced under the Kent name, to capitalize on Kent parentage and subsequent 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. Also intended for the most committed of smokers, they had among the highest nicotine and tar content of all cigarette brands. Such women were probably upscale homemakers or professional women. Virginia Slims, also marketed spefically towards women, were aimed at younger women who identified themselves as emancipated and independent. Eves were aimed at younger women content to be feminine. Max 120's, on the other hand, were aimed at more mature women.
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. Ultimately, 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 are produced only in a full flavor variety, packaged only in soft pack, and available only in 120mm length. Both regular and menthol flavors are available.
Max cigarettes were introduced with an attractive packaging, as a slim all-white superlong, specifically catering to upscale, contemporary, and style-conscious female smokers. They were introduced under the Kent name, to capitalize on Kent parentage and subsequent 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. Also intended for the most committed of smokers, they have among the highest nicotine and tar content of all cigarette brands.
Question for all. Besides Maud Adams, can anyone tell me who these Max ladies were?
