Gauloises Cigarettes (pronounced: [ɡo.lwaz]) is a brand of cigarette of French
manufacture. It is produced by the company Imperial Tobacco following
their acquisition of Altadis in January 2008.
Cigarette
Traditional
Gauloises were short, wide, unfiltered and made with dark tobaccos
from Syria and Turkey which produced a strong and distinctive aroma.
Gauloises Brand History
Gauloises
cigarettes first appeared in 1910. The brand is most famous for its
cigarettes' strength, especially in its original unfiltered version.
Forty years later, filtered Gauloises cigarettes debuted. In 1984,
the Gauloises brand was expanded to included a light American-type
tobacco with a filter, known as Gauloises Blondes. Gauloises
cigarettes with lower tar are also available and are sold in red, in
golden/white and in green packets. The traditional, strong filterless
Gauloises cigarettes remain commercially available as Gauloises
Caporal.
Between the World
Wars the smoking of Gauloises in France was considered patriotic and
an affiliation with French "heartland" values. The brand
was associated with the cigarette-smoking poilu (a slang term for the
French infantryman in the trenches) and the resistance fighters
during the Vichy Regime. Their slogan was "Liberté toujours"
(Freedom forever).
The brand was
also linked to high-status and inspirational figures representing the
worlds of art (e.g. Pablo Picasso) and the intellectual elite (e.g.
Jean-Paul Sartre, Albert Camus and Jean Baudrillard) and in popular
music, for example American singer Jim Morrison.
American artist
Robert Motherwell used Gauloises packets and cartons in many
collages, including an extensive series with the packets surrounded
by bright red acrylic paint, often with incised lines in the painted
areas. Motherwell himself did not smoke the brand, but got the
packets and cartons from a neighbor who did.
Smoking Gauloises
was also promoted as a contribution to the national good: a portion
of the profits from their sale was paid to the Régie Française des
Tabacs, a semi-governmental corporation charged with controlling the
use of tobacco, especially by minors, and directing its profits
towards socially beneficial causes. The designers of the traditional
Gauloises packet reinforced national identity by selecting a
peculiarly French shade of blue (like the blues later used in the
work of French artist Yves Klein).