Craven A

After the end of World War I, the cigarette market resumed its normal competitive spirit with the Carreras Tobacco Company once more well to the fore. Bernhard Baron, a director of Carreras, knew that to compete successfully his product had to be better than his competitors' and in 1921 Carreras launched Craven "A", using the name of the 3rd Earl of Craven. Presumably its name did not refer to the normal meaning of the word 'craven' (cowardly);^[4] beyond the historic connection to the "Craven Mixture" tobacco blend, the year of release of the Craven "A" brand coincided with the well-publicised death of the 4th Earl of Craven in a yachting accident on 10 July 1921. ^[5] It was the first machine-made cork-tipped cigarette,^[2] and it became a household name in over 120 countries with the slogan "Will Not Affect Your Throat".

Following the success of Craven A, several other companies launched cork-tipped cigarettes which enjoyed varying degrees of success. Few (if any) of these remain available as of 2019.

At the same time as Craven A was pioneering a new fashion in cigarette smoking, the competition was moving in on the coupon business. Carreras participated in this market with their Black Cat brand.

The brand was widely used in World War II not only by British soldiers, but in general.^[6] Craven A was one of several brands donated by tobacco manufacturers to soldiers' rations in the hope of developing ongoing brand loyalty.

Also during the Second World War, General Charles de Gaulle, in exile in London, had difficulties in obtaining his usual French brown cigarettes brand Gitanes. Consequently, he started smoking Craven A and apparently took a liking to the blonde tobacco, which until then had been rare in occupied France.

Muhammad Ali Jinnah, the founder of Pakistan, chain-smoked fifty Craven A cigarettes a day, even while terminally ill with tuberculosis.^{[citation needed]}

Craven 'A' started using the slogan "For Your Throat's Sake" around 1939. It had a famous slogan, "Will Not Affect Your Throat".^[7][8]

Many advertising posters were made to promote Craven 'A' cigarettes.^[9][10][11]

In May 2014, Carreras Limited warned that counterfeit Craven A cigarettes were being sold in Jamaica. The counterfeits were said to be non-compliant with Jamaican Public Health labelling regulations.^[12][13]

Craven 'A' were or still are sold in the following countries: Canada, United States, Jamaica, United Kingdom, Germany, Greece, France, Austria, Italy, Cyprus, Ivory Coast, South Africa, Palestine, Vietnam, Malaysia, China, Taiwan, Hong Kong and Australia.^{[14][15][16][17]}

The company sponsored the 1981 Craven Mild Cup Rugby League tournament in New South Wales, Australia. Craven 'A' sponsored events in Canada such as the "Just for Laughs" Canadian Comedy Tour in March 1999.^[18] The company was also a long-time sponsor of Australian racing driver Allan Grice.