Black packaging is associated with higher priced products, prestige and elegance. 10īlack was likely selected by PMI as a package colour for Marlboro to communicate the brand’s premium or market leadership status. 7–9 For the Marlboro brand family historically, red has signified the parent brand and is commonly used for regular cigarettes, whereas blue, gold and silver are commonly understood to signal sequentially ‘lighter’ variants. Where permitted, we use terms such as ‘low-tar,’ ‘light,’ ‘ultra-light,’ ‘medium’ and ‘mild’ to facilitate consumers’ ability to distinguish among these different product offerings.’ 6 Where not permitted to use such product descriptors, a colour-coding system has been used to ensure that variants remain associated with descriptors (eg, ‘Light’, ‘mild’, ‘low tar’) previously deemed misleading and deceptive, and distinctions can still be made among variants on the basis of their sequential tar yields. According to PMI’s website, the primary role of brand variants is to ‘offer products with differing yields of tar and nicotine, as measured by standardized test methods. The use of brand extensions or variants has facilitated tobacco companies such as PMI to ably position and create the perception that some cigarettes are healthier versions of others. By 2011, PMI had developed over 220 new or redesigned brand variants for Marlboro, with Marlboro Fresh variants available in more than 90 markets. 2 Additional Marlboro offerings from the Fresh pillar include Ice Blast and W-Burst (also launched in Japan), Blue Ice (launched in Brazil), as well as Kretek Mint and Black Freeze (launched in Mexico, where the company possesses over 80% of the menthol segment). The brand’s boldness is represented by a strong black stallion in motion, the main element of the communication campaign’ ( figure 1). 1 According to PMI’s 2008 annual report, Marlboro Black Menthol was launched ‘to deliver a cigarette with a bold, long-lasting, high-cooling sensation in a striking black pack. For example, as part of the Marlboro Fresh product line, Marlboro Black Menthol was launched in Japan during 2008, and soon thereafter offered in several additional markets, including Indonesia and the Philippines. The new brand architecture includes Marlboro brand variants being offered in black-coloured cigarette packages.

Click here to read ’s article about these lawsuits.In 2008, Philip Morris International (PMI) launched a new global brand architecture for Marlboro, which involved establishing three Marlboro brand families known as Red (centred on flavour), Gold (based on contemporary style with contrasting diameters and taste profiles) and Fresh (being mentholated and dubbed as ‘refreshing taste sensations’). Other lawsuits making similar allegations have been filed against Philip Morris. 60cv-03-4661, Circuit Court of Pulaski County, Arkansas).

Specifically, the complaint claims the company advertises that the Marlboro Light cigarettes are safer than regular cigarettes without any evidence to support such claims. in 2003 alleging that the company deliberately exaggerates the safety of its Marlboro Light cigarettes. October 2013: An Arkansas judge certified a class-action lawsuit filed against Philip Morris USA Inc. In addition, the Marlboro Lights and Marlboro Ultra Lights cigarettes were removed from the market. According to the terms, class members may receive either 10 cents or 25 cents, depending on when they purchased a pack of cigarettes. November 2016: A judge granted final approval of the settlement.Īugust 2016: A judge preliminarily approved a settlement of this action.

Marlboro menthol lights