Tobacco wasn't depression-proof. Greed led to a colossal misjudgment by the major cigarette manufacturers when in June 1931 they raised the price of their cigarettes. The Great Depression was in full swing; sales fell as many smokers began rolling their own. This opened the door for the small manufacturers, and in September 1931 Larus & Brother introduced new ten cent White Rolls. The new economy brands, or 'ten-centers' captured 19% of the domestic market. Luckies, Chesterfields, and Camels sold for 15 cents a pack. A lot of brothers reached for a dime. The era of the economy brands had begun.