Doral's Slogans & Taglines

Doral was introduced in 1969 by R.J. Reynolds Tobacco Company in Winston-Salem, North Carolina, initially positioned as a premium brand. In the 1970s, the brand pivoted to the low-tar segment, launching the controversial "Doral Diet" campaign that analogised switching to Doral as a weight-loss programme for tar reduction. In 1984, R.J. Reynolds made a landmark move by repositioning Doral as a value-savings brand, cutting the price by approximately 30% and making it the first officially branded cigarette to compete in the discount segment. This strategy proved remarkably successful, and by 1999 Doral had grown into the third-largest tobacco brand in the United States, trailing only Marlboro and Newport. In 2000, the brand revived the tradition of cigarette cards with its "Doral Celebrate America" series, the first such cards from a major manufacturer since the 1940s. Though R.J. Reynolds contemplated selling Doral to Imperial Tobacco in 2014, the deal fell through, and the brand remains under Reynolds ownership today, albeit with limited marketing support as Pall Mall has taken over as the company's primary discount brand.