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Pall Mall brand cigarettes were introduced in 1899 by the Butler & Butler Company, in an attempt to cater to the upper class with the first "premium" cigarette.
Its name is taken from a 17th century game, paille-maille, a predecessor to croquet, in which a player attempts to drive a wooden ball with a mallet down an alley and through a raised ring using as few strokes as possible; derived from Latin palla and malleus, or "ball" and "hammer", respectively. Pall Mall is also the name of a very upscale street in the West End of London.
In 1907, Pall Mall was acquired by American Tobacco with the sale of Butler Butler. The new owners used the premium brand to test innovations in cigarette design, such as the "king-size" (now the standard size for cigarettes at 85mm), a new way of stuffing tobacco that supposedly made cigarettes easier on the throat.
Pall Mall reached the height of their popularity in 1960 when they were the number one brand of cigarettes in America. The gambles in design had paid off and so the company introduced "longs", or 100mm cigarettes (again creating a standard, this time for long cigarettes). It would later be dethroned in 1966 by Winston cigarettes, when Pall Mall found that it could no longer compete with the advertising campaign "Winston tastes good like a cigarette should". Ironically, in the 1940s, Pall Mall had its own grammatically incorrect slogan which touted it as the cigarette which "travels the smoke further", referencing the longer 85mm length. Their famous slogan during the '50s and early '60s was "OUTSTANDING...and they are MILD!".
In 1994, Pall Mall and Lucky Strike were purchased by Brown Williamson Tobacco Corporation as the former American Tobacco company shed its tobacco brands. Brown Williamson merged with R. J. Reynolds Tobacco Company on July 30, 2004, with the surviving company taking the name, R. J. Reynolds Tobacco Company.
R. J. Reynolds continues to make unfiltered and filtered styles of Pall Mall for the U.S. market, emphasizing the latter. British American Tobacco makes and sells Pall Mall outside the U.S.
Pall Mall currently is in the "Growth Brand" segment of the R.J. Reynolds brand portfolio. Within British American Tobacco, Pall Mall is one of their four drive brands.
During the late-2000s recession, Pall Mall was marketed as a "premium product at a sub-premium price", which pushed the product from a 1.95 percent market share with a 1.6 billion quarterly volume in 2006 to 7.95 percent and 5.5 billion in third quarter 2010. This compares with top-seller Camel, which has not performed as well over the period, with 8 percent share and 5.6 billion. Pall Mall is currently sold as a Canadian discount brand in Red (full-flavour) and Blue (light). Rothman's produces American style Pall Mall cigarettes which are priced as a premium brand.
The famous Pall Mall logo has large art nouveau lettering spelling out "Pall Mall" on the top front of the pack. On the face is a white coat of arms on the front and back of the pack.
Showing two regal lions pawing the sides and a knight's helmet on top, the inside of the shield reads "Per aspera ad Astra" or "Through hardships to the stars" (Which is also the motto of the RAF). There is a banner underneath the shield that holds another Latin phrase, "In hoc signo vinces" or "By this sign shall you conquer".
The phrase was the one that appeared in a vision to Constantine before the Battle of Milvian Bridge where he was greatly out-numbered. God instructed Constantine to put the cross on all the shields of his men.
The next day, Constantine was in Rome, victorious, paving the way for the Edict of Milan. The famous Pall Mall slogan, "Wherever Particular People Congregate", appears beneath the coat of arms.
Generally speaking, there are different designs for Pall Mall packs. It can be always identified on which market one or another pack of Pall Mall was bought.
Nevertheless, the logo and the main features of it remain unchanging.
In 2007, R. J. Reynolds Tobacco Company changed the packaging color of Pall Mall Ultra Lights from light blue to orange to stop confusion between the Ultra Lights and the Lights. Both had been in blue colored packaging.
In 2009, R. J. Reynolds Tobacco Company changed the flavor descriptors of all the Pall Mall brand hard packs to color designations. The descriptor change occurred because the FDA banned product descriptors such as "Light," "Ultra Light" and "Mild" in 2010.
Along with the change in descriptors, the rings and branding on the cigarettes have changed to match both the color of the box and the Pall Mall lettering on the filter for that particular descriptor.
The soft packs are still sold with the traditional style packaging and design.
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