Philip Morris Limited has unveiled new designs and product upgrades for Marlboro, the UK’s number one premium cigarette brand*. Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol will all evolve simultaneously from early February.
These packaging and product design upgrades reflect the constant evolution of the brand over its 90 year history, but importantly the taste remains the same.
The new packs have retained the iconic Marlboro chevron but now feature a soft touch finish and a cleaner, more contemporary design. The cigarettes have new tipping paper designs and have been upgraded to include a firm filter, making the new Marlboro range unique to the market place.
Managing Director for the UK and Ireland, Martin Inkster commented: “Marlboro always leads the way and we have made the bold move to redesign the product to ensure that adult smokers get the most premium smoking experience possible. Our new packaging sets us apart from the competition, strengthens Marlboro’s brand credentials, and most importantly, contains the world’s best-selling cigarette range. We have also added firm filters which offer quality you can feel, and a cleaner way to stub out your cigarette.
“Marlboro has been the global No.1 since 1972 and is also the most recognised and asked for cigarette brand there is. At a crucial time for retailers, we are investing in the brand to ensure it continues to deliver them good returns from the highly profitable premium segment.
“Although the iconic Marlboro brand is evolving, the taste is not changing. This important message will be communicated via our national field force who are working directly with retailers to drive awareness, availability and market share.”
Key UK Facts:
• Marlboro is the UK’s No.1 premium brand, accounting for almost 1 in every 3 premium cigarettes sold.*
• Marlboro has also grown in sales value to over £900m a year.*
• Marlboro Gold King size 20s is the 2nd best selling tobacco product on the market.*
Philip Morris will support the launch of the new-look Marlboro range in partnership with Imperial Tobacco, who will continue to distribute Marlboro cigarettes, and will also support the activity in store via their own national field force.
* Nielsen Nov 2014
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