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• Marlboro Cigarettes Types And Strengths
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• Marlboro Menthol Light Cigarettes Online

• Find Your Cigs. Menthol Cigarettes; Long (100's) Cigarettes; Super Long (120's) Cigarettes; Soft Pack Cigarettes; Non-Filtered Cigarettes.
• Marlboro Cigarettes is a brand of discount cigarette made by Philip Morris. It is most famous for its billboard advertisements of the discount Marlboro Cigarettes Man. It is most famous for its billboard advertisements of the discount Marlboro Cigarettes Man.

The cigarette itself tastes as the name implies like a marlboro light with menthol in it. But, there is not much of a tobacco taste in the draw of the cigarette. Basically you have to judge the quality of menthol, and these deliver.

Abstract

Objectives. We examined whether tobacco manufacturers manipulate the menthol content of cigarettes in an effort to target adolescents and young adults.

Methods. We analyzed data from tobacco industry documents describing menthol product development, results of laboratory testing of US menthol brands, market research reports, and the 2006 National Survey on Drug Use and Health.

Results. The tobacco industry attracted new smokers by promoting cigarettes with lower menthol content, which were popular with adolescents and young adults, and provided cigarettes with higher menthol content to long-term smokers. Menthol cigarette sales remained stable from 2000 to 2005 in the United States, despite a 22% decline in overall packs sold.

Conclusions. Tobacco companies manipulate the sensory characteristics of cigarettes, including menthol content, thereby facilitating smoking initiation and nicotine dependence. Menthol brands that have used this strategy have been the most successful in attracting youth and young adult smokers and have grown in popularity.

The future of the tobacco industry depends on maintaining current users and recruiting new users to replace older smokers who quit or die from tobacco-related diseases. The industry develops product innovations to encourage experimentation and use among targeted groups. Although the primary goal is to promote or maintain nicotine addiction, new products can also enhance appeal, facilitate nicotine dosing (the amount, method, and frequency of nicotine ingestion that is characteristic of cigarette smoking), and mask toxic and irritating effects.

Menthol, a monocyclic terpene alcohol that acts as a stimulant for cold receptors, is used as an additive in approximately 90% of cigarettes manufactured in the United States. Most of these cigarettes contain imperceptible amounts of menthol (approximately 0.03% of cigarettes’ tobacco weight), but tobacco companies promote specific brands as mentholated. These brands, which contain between 0.1% and 1.0% of their tobacco weight in menthol, impart a noticeable cooling sensation and mintlike flavor when inhaled. Brands marketed as menthol cigarettes composed 27% of the US cigarette market in 2005.2

Hersey et al. found that menthol use among adolescents increased between 2000 and 2002, with the highest use among younger, newer smokers, and suggested that menthol cigarettes may be a starter product for adolescents. Younger smokers may tolerate menthol cigarettes, with their milder sensory properties, better than harsher nonmenthol cigarettes. In cigarettes formulated with lower levels of menthol, so that the menthol flavor and effect are less dominant, the menthol primarily masks harshness, making smoking initiation easier.4^– Adolescents who experience fewer adverse physiological effects from smoking are more likely to progress from experimentation to regular smoking.^,

It is not known whether tobacco companies have systematically altered menthol content in brands to target and recruit new smokers. Few published studies have examined differences in the physical design of menthol cigarettes.^– Celebucki et al. characterized levels of menthol in 48 commercial cigarette varieties, and a recent paper by Kreslake et al. described factors associated with preferred menthol levels among smokers, including age, race/ethnicity, and duration of menthol use.

Three major brands (Kool, Salem, and Newport) have dominated the menthol market, and each features distinct sensory attributes targeted to specific groups. Kool has traditionally been the strong menthol brand, smoked primarily by older (aged ≥ 35 years) African American men who are long-term smokers.^,18 Salem is used primarily by older smokers and female smokers. Newport has lower levels of menthol and is the most popular brand among younger African American smokers (69% of smokers in middle school and high school used Newport in 2000); it is the second leading brand after Marlboro among all adolescents.^,19

We explored tobacco industry manipulation of menthol in brands as a strategy to appeal to adolescents and young adults and the repercussions in product design, advertising trends, and usage. We reviewed internal tobacco industry documents, conducted laboratory tests, examined industry marketing reports for advertising expenditures (for mentholated vs nonmentholated brands), and analyzed a national survey on usage.

METHODS

Internal Tobacco Industry Documents

We identified internal tobacco industry documents in databases at Tobacco Documents Online20 and the Legacy Tobacco Documents Library.21 We used a snowball sampling design for text-based and index searches, with an initial set of keywords (e.g., menthol level, menthol preferences, age) that led to further search terms.

Relevant documents included (1) product development activities that referred to preferred levels of menthol content or delivery and (2) strategic plans and marketing objectives related to menthol products. Of the approximately 8 000 000 documents available in the archives, we analyzed approximately 580 documents dating from 1985 to 2007, 66 of which informed our research question and are cited in this article.

Laboratory Tests

Laboratory analyses were conducted by Arista Laboratories (Richmond, Virginia) on Kool Full Flavor, Kool Milds, Salem Full Flavor Green Label, Salem Full Flavor Black Label, Newport Full Flavor, Camel Menthol, Marlboro Menthol, and Marlboro Milds. We selected menthol brands with historically high market shares (Kool, Salem, Newport) as well as menthol varieties of brands known to be popular among adolescents (Marlboro, Camel). Cigarettes were analyzed for tar, nicotine, carbon monoxide, water, and menthol in smoke, as well as menthol and nicotine in the cigarette rod.

Machine smoking was conducted under Federal Trade Commission and more intensive Health Canada smoking conditions.22 Smoke condensate was collected on a Cambridge filter pad and analyzed by gas chromatography. Data were reported in milligrams per cigarette for each smoke sample. Smoke menthol and smoke nicotine were measured for the total cigarette as well as per puff, and brands were ranked according to these measures. Lightroom cc 2018 download.

Menthol content in cigarettes was determined as a percentage of the weight of the tobacco in the cigarette rod.23 The concentration of menthol was determined in milligrams per milliliter, and then sample mass and extraction volume were used to calculate results in milligrams per gram.

Survey Data

We analyzed data on menthol brand use by age and race/ethnicity from the National Survey on Drug Use and Health.19 This nationally representative survey provides annual estimates of the use of illicit drugs, alcohol, and tobacco among persons 12 years and older residing in US households. We performed cross-tabulations for age group and brand used most often among current smokers. A dichotomous menthol-use variable determined use among brands with menthol and nonmenthol varieties (Malboro and Camel). In calculating confidence intervals and standard errors, we accounted for the complex sampling design of the survey with Survey Documentation and Analysis software, version 3.0 (Computer-Assisted Survey Methods Program, University of California, Berkeley).

We grouped respondents’ ages as 12 to 17 years, 18 to 24 years, 25 to 34 years, and 35 years and older. We categorized race/ethnicity as White (non-Hispanic), African American (non-Hispanic), and Hispanic.

We obtained estimated quarterly magazine advertising volume for cigarettes and other tobacco products for 1998 to 2005 from custom reports prepared by a commercial vendor of product advertising data (TNS Media Intelligence, New York, New York) that monitors all major magazines published in the United States.

RESULTS

Strategic Use of Menthol Level

Internal tobacco industry documents revealed that menthol levels in cigarettes (measured as a percentage of tobacco weight) fall along a continuum that elicits differences in consumer perception. For example, R. J. Reynolds developed and tested a low-level menthol product (Salem Gold) with 0.12% menthol; at the other extreme, Lorillard explored a “super shot” menthol prototype with more than 1% menthol.24^,25 Most commercial full-flavor menthol products fall between these extremes. For cigarettes at the lower end of this continuum, the sensory effects of menthol consist primarily of masking the taste of tobacco and reducing uncomfortable sensations at the back of the throat; as menthol content is increased, the cigarette provides a more intense menthol taste and characteristic coolness during respiration.^, Individuals apparently select their personal optimal menthol levels to create desired sensory effects while smoking.

Tobacco companies researched how controlling menthol levels could increase brand sales among specific groups.26^–42 They discovered that products with higher menthol levels and stronger perceived menthol sensations suited long-term smokers of menthol cigarettes, and milder brands with lower menthol levels appealed to younger smokers. According to R. J. Reynolds,

All three major menthol brands (Salem, Kool, Newport) built their franchise with YAS [younger adult smokers] . . . using a low menthol product strategy. However, as smokers acclimate to menthol, their demand for menthol increases over time. . . . Responsive brands whose strategy is to maximize franchise acceptance invariably increase menthol levels over time.43

Newport.

Introduced in 1957, Newport was “developed to appeal to consumer demand for a lightly mentholated product,” according to its manufacturer, Lorillard.44 It achieved steady market growth throughout the 1970s and 1980s, while maintaining low menthol levels, in contrast to the strategy of its main competitors, Kool and Salem.45 By 1992, Newport had gained the top position in the menthol market, with particular success among younger adults. R. J. Reynolds attributed the appeal of Newport among younger adults to its lower menthol content, observing in 1987 that “the want for less menthol does indeed skew younger adult.”46

Newport maintained a lower level of menthol during the 1970s and early 1980s, and Newport’s competitors attributed its historical success among younger adults to its lower menthol content.45^,47^,48 From the 1980s onward, all other major menthol brands actively pursued a low-level menthol formulation to attract this market.

Salem.

In 1987, R. J. Reynolds identified marketing low-level menthol varieties as a new brand strategy to persuade consumers to switch from nonmenthol brands and to recruit new, young smokers, noting, “First-time smoker reaction is generally negative. . . . Initial negatives can be alleviated with a low level of menthol.”49 To reposition Salem to appeal to a younger market, and in particular to younger African Americans, R. J. Reynolds reformulated all of its Salem-brand varieties to have lower menthol levels and then evaluated the unannounced change in a test market in 1990. Despite survey problems, the company concluded that Salem sales were not negatively affected by the new formulation.50^–52

Today, 2 Salem full-flavor varieties are available nationally: Salem Green Label and Salem Black Label. Introduced in 2003, Salem Black Label is promoted as a lower-menthol choice to young adults; Salem Green Label has a highly mentholated taste that maintains its appeal to older women.53^–56

Kool.

Beginning in the late 1980s, Brown and Williamson developed Project Menthol Bridge,57^–63 with the aim to create “a product with a very low menthol loading which will provide a bridge between the nonmenthol and menthol segments and thereby foster an enlarged menthol segment.”63 Menthol loading refers to the percentage of menthol in the cigarette (referred to in this article as menthol level or content). In 1998, the company identified a lower-level menthol product in its long-term marketing strategies intended to encourage smokers aged 21 to 25 years to switch from nonmenthol to menthol cigarettes and to appeal to consumers of competitive products with lower levels of menthol.64

Brown and Williamson concluded that Newport and, increasingly, Marlboro Menthol had stolen Kool’s popularity among beginning smokers. Kool Milds, available since 1972, were identified in a 1990 Brown and Williamson strategic plan as a milder product intended to increase the importance, popularity, and sales of the parent brand to young adult smokers.65 In 1994, Milds were repackaged along with Kool Lights and Ultra Lights and positioned to attract Newport smokers.66

Marlboro.

Marlboro was the leading non-menthol brand, but its share of the menthol market remained negligible through the mid-1980s.67 Philip Morris employed a 2-pronged strategy to increase Marlboro’s share in the menthol market by targeting young adults as well as older smokers (≥ 35 years).68 Marlboro needed a lower-menthol product that would cater to young smokers’ sensory needs, as well as a higher-menthol cigarette for older smokers. Marlboro Milds were introduced nationally in March 2000 and became popular among young smokers, particularly White young adults.69 The entry of Marlboro Milds into the market coincided with an increase in the menthol level of the regular Marlboro Menthol brand, intended for older smokers.

Menthol Levels and Nicotine Yields

Laboratory analysis demonstrated a broad range of menthol levels among popular commercial menthol brands. Newport, Marlboro Milds, and Salem Black Label cigarettes had the lowest levels of menthol, measured as a percentage of tobacco weight (Table 1 ▶).

TABLE 1—

Menthol Content and Target Groups of Selected Cigarette Brands

Note. All brands were full-flavor king size.

^aMeasured as a percentage of tobacco weight.

^bData from internal industry documents.70^–74

^cLowest menthol level of all brands tested.

^dLowest menthol loading of Marlboro mentholated varieties.

^eLower menthol style; split from Salem parent in 2003 and rebranded.

^fHigher menthol style; split from Salem parent in 2003.

^gIntroduced in 1997, used advertising rather than lowering menthol levels to attract younger smokers.

^hOne of 2 R.J. Reynolds priority brands; marketing plan included price promotions.

ⁱIntroduction of Marlboro Milds enabled Philip Morris to increase menthol levels in Marlboro Menthol to appeal to long-term smokers.

^jRelaunched in 1994 with higher menthol loading than parent product. Two additional varieties were introduced to market in 2007 with the same machine-measured smoke nicotine and tar yields (Federal Trade Commission measurement) as Kool Milds, but with lower menthol loading (Kool Flow, 0.45; Kool Groove, 0.47; Arista Laboratories, Richmond, VA).

In addition to menthol content (measured as a percentage of tobacco weight), we ascertained menthol in smoke (measured as mg per cigarette). Under Federal Trade Commission smoking conditions, the 2 Milds brands and Newport had the lowest menthol in smoke (Marlboro Milds, 0.27 mg/cigarette; Kool Milds, 0.34 mg/cigarette; Newport, 0.45 mg/cigarette), followed by Salem Black Label (0.52 mg/cigarette), Kool Full Flavor (0.56 mg/cigarette), Camel Menthol (0.59 mg/cigarette), and Salem Green Label (0.65 mg/cigarette). Under intensive Health Canada smoking conditions, Marlboro Milds, Newport, and Salem Black Label had the least menthol in the smoke for both total and per-puff measures (Marlboro Milds, 0.80 mg/cigarette, 0.09 mg/puff; Newport, 0.88 mg/cigarette, 0.10 mg/puff; Salem Black Label, 0.96 mg/cigarette, 0.09 mg/puff). Kool Milds had the most menthol per puff (0.14 mg), followed by Marlboro Menthol and Camel Menthol (both 0.12 mg). Overall, the smoke menthol rankings were comparable to the menthol content analysis, with Newport and Marlboro Milds consistently lowest in menthol ranking.

Menthol content and menthol in smoke varied more than nicotine smoke yields. Under Federal Trade Commission conditions, nicotine per puff ranged from 0.11 mg (Marlboro Milds) to 0.16 mg (Newport); nicotine per cigarette ranged from 0.82 mg (Marlboro Milds) to 1.20 mg (Newport). Under intensive smoking conditions, nicotine per puff ranged from 0.22 mg (Marlboro Milds) to 0.26 mg (Camel Menthol and Newport); nicotine per cigarette ranged from 1.91 mg (Marlboro Milds) to 2.56 mg (Camel Menthol). Tests of the ratios of menthol to nicotine in smoke within brands did not show a correlation between Federal Trade Commission and Health Canada smoking conditions (data not shown).

Promotion of Modified Menthol Brands

Although cigarette sales in the United States declined 22% from 2000 to 2005,^,82 sales of menthol cigarettes remained stable. Among major menthol brands, Newport grew by 15%, for a one-third share of the menthol cigarette market in 2006, continuing a decades-long growth trend. Kool and Salem were stable or slightly declined in market share after 2001, each capturing approximately 10% of the market (Figure 1 ▶).

Brand share of the menthol segment: 1991–2006.

Note. Menthol segment share values were estimated based on available market share data for the following data points: Marlboro Menthol 2001 and 2004; Kool 2001, 2003 to 2006; and Salem 2001, 2003 to 2006. No data were available for Marlboro Menthol segment or market share in 2005.

Source. Data from References 53 and 83–92.

Marlboro, a minor menthol brand as recently as 15 years ago (< 2% market share), grew to account for more than 15% of the menthol market in 2006 and became the second leading menthol brand.84^,93 Marlboro Menthol had consistent market share growth throughout the 1990s, particularly among young adult menthol smokers. By 2000, Marlboro Menthol held 6.7% of the total young adult smoker market, Newport had 18.4%, and Kool and Salem had only 1.0% and 0.3%, respectively.85 Menthol products accounted for half of Marlboro’s total share growth in 2000, the year Marlboro Milds were introduced; the new product was responsible for almost 80% of Marlboro’s menthol-category growth that year.94^,95

From 1998 to 2005, magazine advertising expenditures for menthol brands increased substantially, from 15% to 50% of all magazine ads for tobacco products (Table 2 ▶). Philip Morris reduced spending on magazine advertising after the signing of the Master Settlement Agreement between the tobacco industry and state governments in 1998. In 2004 it ended magazine advertising. The same year, Brown and Williamson merged with R. J. Reynolds and continued to advertise. As a result, all major brands advertised in 2005 were menthol (Newport, Salem, and Kool) or had significant menthol components (Camel). Advertising expenditures for nonmenthol brands declined sharply, from $309.3 million in 1998 to $39.8 million in 2005, but expenditures for menthol brands increased, from $36.5 million in 1998 to $43.8 million in 2005.

TABLE 2—

Magazine Advertising Expenditures on Menthol and Nonmenthol Cigarette Brands, 1998–2005

Age and Race Correlations With Cigarette Choice

National survey data showed that significantly more adolescents and young adults than older persons smoked menthol cigarettes.18 In 2006, 43.8% (95% confidence interval [CI] = 40.6, 47.0) of current smokers aged 12 to 17 years reported that they used menthol cigarettes, as did 35.6% (95% CI = 34.0%, 37.2%) of current smokers aged 18 to 24 years. By contrast, 30.6% (95% CI = 28.6%, 32.6%) of smokers older than 35 years reported menthol use.

The brands that accounted for more than 80% of cigarettes smoked by adolescents aged 12 to 17 years in 2005 were Marlboro nonmenthol (36%), Newport (20%), Marlboro menthol products, including Milds (14%), Camel nonmenthol products (9%), and Camel menthol products (3%). Among smokers of brands with menthol and non-menthol varieties (Camel and Marlboro), adolescents and young adults were more likely than were older smokers to choose the menthol option (Table 3 ▶).19

TABLE 3—

Preference for Menthol Varieties of Marlboro and Camel, by Age: 2006

Note. CI = confidence interval.

Source. Data from the National Survey on Drug Use and Health.19

Race was also a factor in use and brand choice. African American adolescents and young adult smokers used menthol as frequently as did older African American smokers, but they were more likely to choose a lower-menthol variety. For menthol smokers, Newport and Marlboro menthol brands were most popular among both African American and White adolescents and young adults. White adolescents and young adults were more likely to use Camel, and African American adolescents and young adults to use Kool (data not shown).

DISCUSSION

We found evidence that the tobacco industry manipulated menthol levels in cigarettes and introduced new menthol brands to gain market share, particularly among adolescents and young adults. Many of the most popular brands among adolescents contained menthol, and adolescents and young adults—particularly Whites—were significantly more likely to smoke menthol cigarettes than were older smokers. Manufacturers continued to market menthol brands in magazine advertising; ads for nonmenthol brands fell. New menthol brands were introduced into the market at a rapid pace, despite a provision in the Master Settlement Agreement that prohibited tobacco companies from directly or indirectly targeting youths.

For new or younger smokers, the primary advantage of smoking a menthol cigarette is that the menthol masks the harshness and discomfort of inhaling smoke enough to allow delivery of an effective dose of nicotine. Menthol brands with the greatest market share growth among young adults had the lowest menthol levels (Newport and Marlboro Milds) among the brands we tested. Industry documents provided insight into this phenomenon, suggesting that among adolescents and young adults, lower menthol content reduced harshness, but higher menthol content was perceived as too strong. Despite heavy marketing and promotion, Camel Menthol and Kool (brands with mid-to-high menthol levels) were only marginally successful among this group.

Descriptors such as “mild” may be used by manufacturers to indicate menthol level or menthol flavor intensity to smokers, separate from designations of tar and nicotine delivery (commonly indicated by descriptors such as “light”). Mild menthol products were positioned to appeal primarily to new menthol smokers. Other varieties provided long-term menthol smokers with a higher menthol level for a stronger menthol taste. For example, Marlboro introduced Marlboro Milds in 2000, with a lower menthol concentration, and raised the menthol content in Marlboro Menthol. Salem branched out with 2 menthol varieties: Salem Green Label had higher menthol loading and targeted older smokers than did Salem Black Label.

Research Needs

Most African American smokers in the United States use menthol cigarettes (> 70%, compared with approximately 30% of White smokers).96^, Manufacturers have used advertising and marketing to promote menthol products to African Americans for the past 3 decades.

Health disparities among African American and White smokers led to speculation that menthol cigarette use confers a higher risk for tobacco-related diseases; however, the available evidence remains inconclusive. Recent studies that controlled for factors related to socioeconomic status did not find significant differences in risk for disease between menthol and nonmenthol smokers, and research on differences in cessation outcomes between these 2 groups had conflicting results.^, Research is needed to determine short-term outcomes, such as incidence and prevalence of smoking among target populations by menthol status, as well as long-term health and cessation consequences of increased menthol use in the United States.

Limitations

Studies of industry documents have some important limitations, including issues of availability and reliability, which were discussed in previous reports.^, Data on menthol brand use was taken from the National Survey on Drug Use and Health, which might be subject to misclassification bias in self-reported menthol status. This bias might be larger among certain subgroups, such as adolescents; for example, in 2006, only 83% of adolescents who smoked Newport (an exclusively mentholated brand) also reported that they were menthol smokers, compared with 95% of Newport smokers older than 35 years. We determined use of Marlboro and Camel menthol varieties by the menthol-use survey question, thus possibly underestimating the proportion of users of these varieties.

The laboratory assessment of menthol by brand focused primarily on menthol content in the cigarette, and despite machine-generated smoke data, only limited conclusions can be drawn regarding smoke delivery of menthol.104 Menthol delivery varies according to the intensity of smoking. Furthermore, because menthol masks irritation and increases the sensation of airflow, it may facilitate deeper inhalation and thus increase exposure to nicotine and other harmful components of tobacco smoke. However, the precise mechanism of menthol delivery in facilitating nicotine exposure is not known.

Our primary reason for limiting our study to full-flavor cigarettes was to limit the possible confounding effects of ventilation in machine-smoke data. For example, it was previously established that ventilated cigarettes contain increased menthol levels to maintain menthol in smoke. Additional studies of other types of cigarettes (e.g., “lights”) would be useful. Although we measured smoke delivery with 2 separate smoking protocols, assessment of exposure among smokers requires further research, including investigation of smoking topography and biomarkers of exposure.

Conclusions

Cigarettes are nicotine delivery devices. They are engineered to promote initiation and transition to addiction through design features that make the products more attractive and palatable.^,106 Although menthol is not addictive, it may contribute to tobacco addiction by promoting initiation and facilitating inhalation of smoke.^,107^, Inactive ingredients affect the uptake and action of the active drug ingredients in cigarettes.

For decades, tobacco manufacturers have controlled levels of menthol in commercial cigarettes to promote smoking among adolescents and young adults. Manufacturers have marketed brands to this vulnerable population by manipulating sensory elements of cigarettes to promote initiation and dependence. To protect public health, tobacco products should be federally regulated, and additives such as menthol should be included in that regulation.

Acknowledgments

Funding for this research was provided by the American Legacy Foundation (grant 6212) and the National Cancer Institute (grant RO1 CA87477-07). H. K. Koh was appointed to the Board of the American Lagacy Foundation after these funding decisions were made and took no part in such decisions.

We thank Vaughan Rees for assistance in data interpretation and Jack Henningfield for his valuable review and comments on the article.

Human Participant Protection
No protocol approval was needed for this study because the survey data and tobacco documents analyzed are publicly available.

Notes

Peer Reviewed

Contributors
J. M. Kreslake, G. F. Wayne, and G. N. Connolly originated and designed the project. J. M. Kreslake collected and analyzed data from internal tobacco industry documents, coordinated laboratory analysis, and conducted the analysis on the National Survey on Drug Use and Health. H. R. Alpert provided data on magazine advertising expenditures. J. M. Kreslake and G. F. Wayne wrote the article, with significant written contributions by H. K. Koh and G. N. Connolly.

References

Marlboro Cigarettes Types And Strengths

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Marlboro (US: /ˈmɑːrlˌbʌroʊ/,^[1][2]UK: /ˈmɑːrlbərə, ˈmɔːl-/)^[3] is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA (a branch of Altria) within the United States, and by Philip Morris International (now separate from Altria) outside the United States. Richmond, Virginia, is the location of the largest Marlboro cigarette manufacturing plant. Marlboro is the global best-selling cigarette brand since 1972.^[4] As of 2017, Marlboro had 40% market share in the United States, more than the next 7 competing brands combined.^[5]

• 3Sport sponsorship
• 4Products

History[edit]

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark 'Marlboro' was registered in the United States in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They are first marketed as 'America's luxury cigarette' and were mainly sold in hotels and resorts.^[6]

Around the 1930s, it was starting to be advertised as a women's cigarette, based on the slogan 'Mild As May'. The name was taken from a street in London where Philip Morris's British factory was located.^[7] However, as early as 1885, a brand called 'Marlborough' was already being marketed as a 'ladies' favorite' by Philip Morris & Co.^[8]

In the 1930s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[9] To this end, the filter had a printed red band around it to hide lipstick stains, calling it 'Beauty Tips to Keep the Paper from Your Lips'.^[10]

Shortly before World War II, the brand's sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike, and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men's cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.^[10]

The red and white package was designed by the designer Frank Gianninoto. The emblem is placed on top of the pack and has the popular Latin expression Veni, vidi, vici ('I came; I saw; I conquered'), authored by Julius Caesar. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[10]

Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[10] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein's theme from The Magnificent Seven.

In the late 1960s, Marlboro 'Longhorn 100's' were introduced. Although colour-coded with gold, they were full flavor cigarettes, not lights.^[11] In 1972, Marlboro became the best-selling brand of tobacco in the world.^[12][13]

In order to comply with a 2006 court ruling in United States v. Philip Morris USA, Inc., et al.,^[14] Philip Morris (and all other cigarette companies) is now prevented from using words such as 'Lights', 'Ultra-Lights', 'Medium', 'Mild', or any similar designation that yields a false impression that they are safer than regular full flavour cigarettes. Thus Marlboro and other cigarette companies must use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.

Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.^[15]

In 2013, Philip Morris International introduced 'Marlboro 2.0'. The pack design was changed; the dark red was replaced with a lighter red, the 'Marlboro' and Philip Morris logo became ribbed and transparent, and around 2017 a special 'SmartSEAL' was introduced to keep the stored cigarettes fresh for a longer period of time.^[4][16] The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the United States, Canada, Australia (due to plain packaging), and New Zealand.

In 2015, Philip Morris announced they would introduce a 'Firm Filter' to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the United Kingdom and Ireland, Martin Inkster, said that the Firm Filter technique was added to 'offer quality you can feel, and it is a cleaner way to stub out your cigarette'.^[17]

Advertising[edit]

In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[9] To this end, the filter had a printed red band around it to hide lipstick stains, calling it 'Beauty Tips to Keep the Paper from Your Lips'.^[10]

The red and white package was designed by the designer Frank Gianninoto. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[10]

Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[10] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein's theme from The Magnificent Seven.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.^[18][19][20]

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.^{[21][22][23][24][25][26][27][28][29][30]}

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of promotional promotions. In 1983, the campaign 'Marlboro Adventure Team Adventure Camp' was launched, for which the participants had to apply, there was a collection of clothing and accessories.

Sport sponsorship[edit]

Formula One[edit]

Marlboro is well known for its association with motor racing. This started in 1972 with the sponsorship of Formula One team BRM, who took one win at the 1972 Monaco Grand Prix. In 1973 and 1974, the cigarette giant backed Frank Williams Racing Cars team, whose cars were registered as Iso-Marlboro.

In 1974, Marlboro became famously associated with the McLaren team, which brought it its first Constructors' Championship and its drivers title for Emerson Fittipaldi. The team was successful through to 1978, with another world champion in James Hunt in 1976. Following that, the partnership went through a dry patch until Ron Dennis's Project Four Organization took over the team in 1981. Marlboro-sponsored McLaren dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the Drivers' Championship all but one year from 1984 to 1991. After the departure in 1993 of Ayrton Senna, who died in an accident the following year, Marlboro McLaren did not win a race for three years. Marlboro ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery. After the end of the 1996 season, McLaren was sponsored by West from 1997 onwards.

Over the years, McLaren had to alter the Marlboro livery to comply with regional anti-tobacco sponsorship laws which were in place in countries like France, the United Kingdom and later Germany. The Marlboro logo was replaced by a chevron in 1974, with a barcode in 1984 and 1985 and from 1987 to 1992 or with 'McLaren' in 1986 and from 1991 to 1993 and 1994 to 1996. At the 1986 Portuguese Grand Prix, Keke Rosberg's car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored Scuderia Ferrari's drivers since 1973 (the brand appeared only on helmets and suits) but only in 1984 became a minor sponsor on Ferrari's single-seaters. Until then, Enzo Ferrari allowed only technical suppliers brands to appear on his team cars. In 1993, Marlboro began to take over as the primary sponsor, and in 1997 became title sponsor as the team was officially named 'Scuderia Ferrari Marlboro'.

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the United Kingdom and later Germany. The Marlboro logo was removed completely or replaced with a white space from 2000 to 2004 (The Ferrari cars had white spaces over Marlboro occasionally in 1998 and 1999), changed to a 'bar code' from 1994 to 1999 and in 2005 and 2006, or the text was removed while keeping the chevron with the driver's name (1993) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver's written name from the 1980s until 1996. The team used a special livery for the 2001 Italian Grand Prix in remembrance of the September 11 attacks in the United States; both cars ran without any sponsorship livery and sported matte black nose-cones. In the 2005 Bahrain Grand Prix the cars sported black nosecones as a sign of mourning for Pope John Paul II.

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly illegal in the European Union, and other major F1 teams ended their relationships with tobacco companies. In reporting the deal, F1 Racing magazine judged it to be a 'black day' for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special 'racing editions' of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the European Commissioner for Health and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and Ferrari, due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe by law.^[31] The Ferrari team claimed the barcode was part of the car design, not an advertising message.^[32]

The controversial barcode design was removed by Ferrari for the start of the Spanish Grand Prix in the 2010 season, but the barcode remained on drivers' team gear.^[33] In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by a specialised F1-website^[34] as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its collaboration with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.^[35] The deal has been subsequently renewed for three more years, through 2018.^[36] In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year's car, it is speculated that Ferrari will put Philip Morris' non-tobacco brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^{[37][38][39][40]}

Marlboro had provided financial support to many racing drivers, the most illustrious of whom are Alain Prost, Ayrton Senna and Mika Häkkinen. From 1970 until the mid-1990s, the logos of the cigaretiers could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.^[41][42][43]

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of Alfa Romeo F1 Team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In 1984 the Italian clothing brand Benetton took over Alfa Romeo's livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of 1985. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the BMS Scuderia Italia team from 1988 until 1992, when Chesterfield became their main sponsor. The livery was very similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[44][45][46][47]}

Marlboro sponsored the Arrows F1 (by the time known as 'Footwork') team in 1994. While Ruffles, a potato chips brand sponsored the car, Marlboro sponsored the drivers helmets.^[48][49]

Marlboro sponsored the EuroBrun team in 1988. The ER188, driven by Oscar Larrauri, Stefano Modena and Gregor Foitek, featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.^[50][51]

Marlboro sponsored the Fittipaldi Automotive team in 1981. The Marlboro logo was displayed on the helmets of the drivers.^[52][53]

Marlboro sponsored the Forti F1 team in 1995 and 1996. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.^[54][55][56]

Marlboro sponsored the Merzario team from 1977 until the team's collapse in 1979. The Marlboro logo's were displayed on the front, side and on the drivers helmets.^[57][58][59]

Marlboro sponsored the Minardi team in 1995. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[60][61]

Marlboro sponsored the Onyx Grand Prix team in 1989 and 1990. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.^[62][63]

Marlboro sponsored Team Rebaque in 1979. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[64][65][66][67]}

Marlboro Menthol Light Cigarettes Online

Marlboro sponsored the Rial Racing team in 1988 and 1989. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[68][69][70]

Marlboro sponsored the Spirit Racing team in 1983 and 1984. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.^[71][72]

GP2[edit]

From 2005 to 2007, GP2 Series team ART Grand Prix was sponsored by Marlboro. The Marlboro logo's were prominently shown on the car in the 2005 and 2006 seasons, but in 2007 the team only sponsored the brand on the rear wing.^[73][74][75] In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.^[76]

Grand Prix motorcycle racing[edit]

Marlboro entered the Grand Prix motorcycle racing in the seventies as personal sponsor of riders like Giacomo Agostini, Angel Nieto and Jarno Saarinen. In 1976, Marlboro backed Agostini's team, who raced MV Agusta bikes with little factory support.

Since 1983, the cigarette brand sponsored the Yamaha 500 cc works team, which was managed by Agostini until 1989 and then by Kenny Roberts until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro's livery also appeared on other bikes, especially the Hondas entered by Team Pileri (from 1992 to 1995), Pons Racing (in 1993)^[77] and Erv Kanemoto's team (in 1997 and 1998) who achieved the 1997 250 cc World Championship with Max Biaggi.

The Yamaha works team was again associated with Marlboro between 1999 and 2002.

Marlboro sponsored the Ducati CorseMotoGP team from 2003. Casey Stoner took his first MotoGP title in 2007. As of the 2009 Grand Prix motorcycle racing season they were only allowed to brand the bikes at one round, in Qatar at the Losail International Circuit, using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the French motorcycle Grand Prix in the 2010 season. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris' non-tobacco brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^[78]

Superbike World Championship[edit]

Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.^{[79][80][81][82]}

CART/IndyCar[edit]

Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi's car entered by Patrick Racing. In 1990Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were replaced with 'Team Penske' but the team retained the color scheme as Philip Morris USA was still Penske's main sponsor.2009 was the last year of the Penske-Marlboro association.^[83]

24 Hours of Le Mans[edit]

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France).

Masters of Formula 3[edit]

Marlboro sponsored the Marlboro MastersFormula Three race in Zandvoort.

World Rally Championship[edit]

Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from 1999 to 2002), and Peugeot (from 2003 to 2005). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others.Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque's temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver Mohammed bin Sulayem^[84] and has sponsored a number of rallies including the Safari Rally (between 1982 and 1990), the Rally Argentina, the Rally of Lebanon,^[85] the Jordan Rally,^[86] and the UAE Desert Challenge.^[87]

Australian touring car racing[edit]

Marlboro also sponsored the Holden Dealer Team from 1974 through to 1984. The Marlboro branding gave rise to some of Australia's most prominently recognizable lauda cars such as the L34 and A9X Torana, as well as the famous VK Group C 'Big Banger' Commodore of Peter Brock and Larry Perkins Bathurst winning fame.

IMSA SportsCar[edit]

Marlboro sponsored the Italo-AmericanIMSA SportsCar Le Mans GT team Risi Competizione since 2004 but Risi Competizione opting to invisible the Marlboro logo due to the team respecting Tobacco Master Settlement Agreement regulations and also ban of cigarette advertising in sports.

Badminton[edit]

Marlboro sponsored the Thomas and Uber Cup from 1984 to 1990, as well as the Sudirman Cup from 1991 to 1995 and 2001 to 2013.^{[88][89][90][91]}

Products[edit]

Phillip Morris markets cigarettes,^[92]snus,^[92] and Heatsticks under the Marlboro brand.^[93]

International cigarette varieties[edit]

Philip Morris International organized Marlboro products into three divisions – Flavor line, which are original red/full flavor cigarettes, Gold line are former lights and Fresh line comprises flavored cigarettes.^{[94][95][96][97][98]}

Marlboro in Canada[edit]

Philip Morris sold the Canadian rights to the 'Marlboro' name to Imperial Tobacco Canada in 1932. After the brand's successful American relaunch in the 1950s – which later became well known to Canadians through exposure to the brand's international sponsorships and advertising – Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights, to no avail. Imperial Tobacco continues to sell a line of cigarettes under the Marlboro name in Canada, albeit with very different packaging from that of the Philip Morris product. Philip Morris retains the rights to the 'rooftop' trade dress and other elements of Marlboro's branding which were developed after the 1932 sale, and has historically used that trade dress in Canada in combination with the names 'Matador' or occasionally 'Maverick' for a line of Virginia blend cigarettes.^[99][100]

In 2006, Philip Morris International's Canadian affiliate Rothmans, Benson & Hedges introduced a new product with the 'rooftop' trade dress, and marked as being the 'World Famous Imported Blend', but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely suggesting the Marlboro brand, thereby infringing on Imperial's Canadian trademark rights. Canada's Federal Court of Appeal ruled in favour of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for 'Marlboro'.^[99] Though PMI is expected to appeal, shortly after the ruling it began using the brand name 'Rooftop' on packaging for the previously unbranded cigarettes.^[100]

See also[edit]

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External links[edit]

• Media related to Marlboro (cigarettes) at Wikimedia Commons