293. 7-11: THE MILD CIGARETTES, NOT THE CONVENIENCE STORE (1961)

7-11 MILD CIGARETTES PRINT AD, 1962

Today, the name 7-11 is associated with the all-night convenience store that originally opened from 7 am. to 11 pm. that opened in Dallas, Texas way back in 1946. The first name was “Tote’em Store” but was changed to reflect the extended operating hours.

In 1960, a new cigarette was launched in the Philippines called 7-11 MILD CIGARETTES. No, it had nothing to do with the 7-11 convenience stores in the U.S., but the cigarettes were named after a dice game called “craps” . It involves rolling the dice and getting a 7 and an 11 to win.

7-11 MILD CIGARETTE PRINT AD, 1961

In a time where cigarette advertising in the Philippines was not yet regulated, the full page ads 7-11 MILD CIGARETTES only contained the information: ‘a blend of choice burley and Virginia tobacco’. Even the manufacturer’s name is not indicated,  but it looks like a local cigarette company that produced this brand.