Pall Mall (, or adopted ) is a British brand of cigarettes produced by British American Tobacco. History The Pall Mall brand was introduced in 1899 by the Black Butler Company (UK) in an attempt to cater to the upper class with the first "premium" cigarette. It is named after Pall Mall, a well-known street in the St James's area of London, containing several of the private clubs which such people patronized. In 1907, Pall Mall was acquired by the American Tobacco Company with the sale of Butler & Butler. The new owners used the premium brand to test innovations in cigarette design, such as, in 1939, the "king-size" (now the standard size for cigarettes at 85 mm, although today that includes the filter length), and a new way of stuffing tobacco that supposedly made cigarettes easier on the throat. Pall Mall reached the height of its popularity in 1960 when it was the number one brand of cigarette in America. Capitalising on their popularity, the company introduced "longs", 100 mm long cigarettes in 1966. It was edged out 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." 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 85 mm length. Their 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. In 2001 Pall Mall was re-branded as a savings brand, and introduced several varieties of filtered cigarettes. Brown & Williamson merged with R. J. Reynolds Tobacco Company on July 30, 2004, with the surviving company taking the name of the latter. 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 Great 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