Filter 57

Filter 57 represents a cigarette brand from Slovenia, produced and owned by Tobačna Ljubljana, a subsidiary of Imperial Tobacco. Within the Iranian market, it is marketed under the name 57 by the Iranian Tobacco Company.

History

Introduced in 1957 in the Socialist Republic of Slovenia, Filter 57 was the pioneer filtered cigarette in the former Yugoslavia. Its distinctive packaging, which was designed upside down, set it apart from competitors such as Drina and Jadran, earning favor particularly among Slovenian laborers. Although commonly believed to be a hygienic feature, the Museum of Contemporary History of Slovenia clarifies that this design originated from a manufacturing mistake.

The brand cultivated a dedicated following throughout socialist Slovenia. Even after the breakup of Yugoslavia, Filter 57 continued to enjoy strong popularity within Slovenia despite the discontinuation of Tobačna Ljubljana's production activities. By 1962, Filter 57 commanded a 57% share of the Yugoslavian cigarette market and represented close to 80% of domestic cigarette output.

Packaging

The cigarette pack predominantly utilizes green and white hues and displays a dragon-inspired motif. This design has been interpreted as merging the image of a coffee cup with the silhouette of Slovenia embedded within the dragon’s head and body. An arrow shaped like a dragon points toward the number 57, emphasizing the product’s connection to Slovenia. Additionally, the opening lines of Prešeren’s poem The Water Man were later incorporated along the edge of the packaging. Filter 57 is widely acknowledged as a brand strongly associated with the city of Ljubljana, underscoring its regional roots.