Max was introduced to capitalize on what appeared to be a 120mm cigarettes phenomenon, and was Lorillard's answer to More and Saratoga brands. Sales of Max lagged behind these two brands throughout the 70s and early 80s, but they did do better than Tall 120s, Eve 120s, the Original Virginia Slims 120s (introduced in 1976, in Fresno, CA, and quickly discontinued), and Dawn 120s (also quickly discontinued). Max maintained popularity over Eve 120s, Capri 120s, and Carlton 120s, but would lag behind Virginia Slims Luxury Lights 120s, introduced by Philip Morris in 1985, with a very aggressive advertising campaign targeting female smokers. Ultimately, in 1993, sales of Max cigarettes would falter a bit more, with the introduction of Misty, a bargain brand, and the only bargain brand which markets a 120mm length.
Max cigarettes was produced only in a full flavor variety; lights or ultra-lights varieties were not available. They were packaged only in soft pack, and are available only in 120mm length. Both regular and menthol flavors were available.
Max cigarettes were introduced with an attractive packaging, as a slim all-white superlong, specifically catering to upscale, contemporary, and style-conscious female smokers. Max cigarettes were introduced under the Kent name, to capitalize on Kent parentage and subsequent strength, as well as well known perception of effective filtration. However, Max was not specifically introduced as an extension to the Kent line, in an effort to capitalize on Kent rejectors and non-Kent smokers. Intended for the most committed of smokers, they had among the highest tar and nicotine content of all cigarette brands.