Mayfair's Slogans & Taglines

Mayfair was launched in 1992 by Gallaher Group in the United Kingdom, positioned as a budget-priced cigarette to compete in the growing value segment. Introduced shortly after the UK tobacco advertising ban, the brand debuted with a poster campaign focused on its low price, with Gallaher lowering the cost by the same amount the government had added in duty. By September 2000, Mayfair had grown to become the third leading cigarette in the overall UK market. In 2007, Gallaher was acquired by Japan Tobacco International for £7.5 billion, and Mayfair continues under JTI ownership today.

The brand's core products are cigarettes, available in King Size and Superkings formats. Its portfolio includes variants such as Original Blue, Sky Blue (formerly Smooth), White, and Green, catering to different strength preferences from full flavour to ultra-light.

From its inception, Mayfair embraced the slogan "A good smoke at a fair price," reflecting its founding promise of accessible quality. This journey from a cut-rate newcomer to one of Britain's most popular cigarette brands illustrates the power of straightforward value positioning in a competitive tobacco market.