 The seal was for many years one of the cheaper cigarette brands in Brazil, which made it achieve high sales and the leadership of cigarette sales in the third month after launch.In 1996, the company had sales of 6.2 billion Brazilian real, with Derby as the leader in cigarette sales with 42.4% of the total.This success is translated with the slogan ""The taste that won Brazil"", which was so well received by the market that the advertising agency Of Paola & Lanzetta won the Golden Lion in 1997.