Marlboro nicotine content. Marlboro Gold cigarettes - “Less harmful classic cigarettes with quality tobacco and an ideal pack”
Marlboro cigarettes are one of the most recognizable and popular tobacco products in the world. When thinking about this brand, the image of a stern cowboy immediately appears, riding a horse across the unexplored expanses of the American prairies. A fact that few people know is that the brand was originally developed for the fair half of humanity. How Marlboro cigarettes have gained such great popularity as their story and what types of them exist? You will learn about this in our article.
History of creation
Marlboro cigarettesare rightfully considered one of the most famous tobacco products in the world. Their story began in 1924, but these products are still in use today in great demand. The manufacturer of this brand is the famous Phillip Morris company.
Due to the fact thatamerican cigarettes Marlborough have been on the tobacco market for many years, the brand has managed to release various species cigarette The most popular is Marlboro. Gold ”, “Medium” and “Silva”. The creators of the brand initially focused on a female audience. The manufacturer used various tricks to attract the fair sex. In those days, each cigarette was decorated with a red stripe, which was supposed to hide the mark left by red lipstick. In addition, they were supplemented with a filter so that smokers' teeth were not so yellow. Soon the cigarettes had their own slogan, Mild as May, which was advertised by the famous Hollywood actress Mae West.
After some time, the brand decided to rebrand. It was then that the decision was made to make the brand’s products more masculine. The brand began to support motorsport and chose the Ferrari team as its partner. The changes affected the design of the packaging, as well as the way it was opened.
These american cigarettesbegan to correspond to the image of a real man.
Various assortment
Today on the Russian market you can find the following types of cigarettes:
- Marlboro Filter Plus brand cigarettes;
- Marlboro Medium;
- Marlboro Lights;
- Marlboro Crisp Mint;
- Marlboro Filters:
- Marlboro Ultra Lights.
Cigarettes that look like Marlboro Filter Plusand Filters, have a special filter that cleans tobacco smoke from part harmful substances. Each pack contains 20 cigarettes.
Most suitable for women light versions. These include Marlboro Lights and Marlboro Crisp Mint. Each of these options contains 6 mg of tar and 0.5 mg of nicotine.
For those trying to quit smoking, you can try Marlboro Ultra Lights. They contain 0.4 mg of nicotine and 4 mg of tar.
Cigarettes called Marlboro Redare in greatest demand among buyers. They contain 9 mg of tar and 0.7 mg of nicotine. The cigarettes are equipped with an acetate filter, the surface of which is orange in color.
Filter Plus has its own characteristics. Its filter consists of two parts: acetate and carbon. Between them there is a special tobacco insert. It makes the taste of cigarettes brighter and richer. This product is most popular among women.
Everyone knows the harm caused by smoking, but many find it difficult to quit. quality product, offered by the Marlboro brand.
Marlboro is a true tobacco classic. If you ask the average person about the types of famous cigarettes, then 90 out of 100 will name Marlboro. Well, maybe Camel too.
This product was made classic by the work of talented marketers and long time existence of the brand.
A very pleasant fact is that over the years of their existence, cigarettes have become no worse, and maybe only better.
But let's be more specific.
The packaging is traditionally excellent. As in Marlboro Red The pack has a nice design. It is closed tightly with the help of adhesive foil, which means that cigarettes will feel cozy in the pocket of a jacket or bag, just as the pocket with the bag will feel cozy. The tightness of the packaging allows the tobacco to remain in the pack; all cigarette brands could learn from this.
In terms of design, Gold is more bland than its classic companion. The Marlboro inscription is practically invisible on the packaging; it is strange that marketers did not discover such an offensive defect. The edges of the pack are rounded, I personally really like this, because the absence of sharp edges allows you to hold the pack in your hands with greater tactile comfort. But some may not like it.
Fortress
Tar: 6 mg/cig, Nicotine: 0.5 mg/cig, CO: 7 mg/cig
That is, the red and gold brands have the same strength, but the amount of resin is less.
Tobacco
Traditionally cool. You smoke and feel like an American cowboy who is about to go have a glass of scotch after a hard day at work. Most likely, this is not cardboard, but real tobacco. Feels very pleasant.
Filter
The filter is carbon, unlike the classic Marlboro. Decorated in white. All brands seem to have switched to white cigarettes, and although the classics smack of a subconscious fear of cheap tobacco, it is very sad that this tobacco brand is retreating for the sake of fashion. But in the case of Marlboro, it gives exceptional charm and the spirit of a classic tobacco empire.
Cigarettes do not leave a smell in your mouth, but for some reason your fingers begin to smell fiercely of smoke. I don't know what this is connected with.
These cigarettes are very harsh and masculine, they feel heavy and slight dizziness can appear quite quickly.
What is the difference between Marlboro Red and Marboro Gold? The difference is small: different filter and different levels resin. No more difference.
So, the cigarettes are quite pleasant. I don’t recommend smoking, as it is very harmful, but if you can’t help but smoke, then choose something of high quality.
But it's better not to smoke.
There is no better-selling cigarette brand in the world than Marlboro. And this is not just a beautiful metaphor, but a proven statistical fact.
Marlboro has been produced by Philip Morris since 1924. But did you know that these cigarettes are one of the few that have significantly changed their focus? Marlboro cigarettes, which we know now, and those that were originally, have completely two different positionings. Now most people associate Marlboro with a cool cowboy, but once upon a time the advertising of these cigarettes was aimed at a female audience.
Marlboro is born
The Philip Morris company was founded in 1847 in London. More precisely, at that time it was not even a company, but an ordinary tobacco kiosk. The company grew and developed, and it took 38 years to become the owner of its own tobacco brands. At that time, Philip Morris already produced 4 of its own brands of cigarettes - “Derby”, “Cambridge”, “Blues” and “Marlborough”. By 1924, the latter's name was shortened to Marlboro.
Women only
Initially, Marlboro cigarettes were positioned as exclusively for women. But this positioning appeared for a reason, but thanks to the women's suffrage movement. Suffragettes fought fiercely for suffrage and full gender equality in general. “If men smoke cigarettes, we should have the right to do so too!” - with approximately this slogan, they fought to make this bad habit available to them.
Philip Morris decided to take this chance and occupy a still open niche women's cigarettes until someone else does. All the time before, cigarettes were an exclusively male product, and how to create advertising for women was a real problem. However, the creatives dealt with this very successfully. A feminine advertising slogan was created - “As tender as May”, and the American actress and sex symbol of the time, Mae West, was invited to advertise the cigarettes.
The appearance of the cigarettes also became special. The traditional brown filter has been replaced with a red one. This color was chosen for two reasons: firstly, red is the most “feminine” color in existence, and secondly, a filter of this color could hide lipstick marks. Despite the quite good work of advertisers, it is impossible to say that the brand was a stunning success at that time, since cigarettes were still not as popular among women as among men. The fact that in those years scientists for the first time made an official statement that smoking can cause lung cancer also played a role.
Owner Marlboro brand, Philip Morris began to seriously fear huge losses. He came to the decision that it was necessary to rebrand and now focus on those who are unable to quit bad habit smoking, even knowing about its dangers. Filter cigarettes, of course, are less harmful to health, however, men refused to buy them, because such cigarettes were considered “feminine.” For help in creating a new image for the old brand, Morris turned to the talented advertiser Leonard Burnett.
He proposed several images at once that could become the face of the now male Marlboro brand: sailor, builder, driller, cowboy. We decided to go with the image of a cowboy, since he seemed the most courageous and fearless.
Marlboro Cowboy
Both actors and real cowboys took part in the filming of the advertisement. The first Marlboro cowboy was actor William Thorlby. The European advertising campaign features Marlboro cowboy George Lazenby, who was made famous by his role as James Bond in 1969. Marlboro advertisement with a cowboy in leading role was permeated with the alluring spirit of freedom and wild prairies, filled with real masculine brutality and courage.
Leonard Barnet made the right choice with his choice of cowboy image. In just a few months, sales and brand awareness increased significantly. Marlboro is one of the five most popular American tobacco brands. To this day, this advertising campaign is recognized as one of the most legendary and powerful in the history of advertising, and the Marlboro cowboy became one of the “most influential people who never lived” in Alan Lazar’s book.
It is symbolic that the four actors who different years played Marlboro cowboys on advertising posters, died of lung cancer. Part of the reason for this was their consumption of Marlboro cigarettes, which were later dubbed “cowboy killers.”
Innovative packaging
Now almost all cigarettes come in the same pack with a convenient lid that flips back when the package is opened. But it was Marlboro that became the first cigarettes to be sold in such a pack. The pack design was developed by Frank Gianinoto, who was guided by several principles. Firstly, the pack should be easy to use. This is how the hinged lid was invented. Secondly, Marlboro smokers must themselves be unwittingly advertising the cigarettes they consume. And this goal was achieved - it was very difficult to get a cigarette out of the package without taking the pack out of your pocket. Therefore, in any case, I had to take out the pack, thereby showing everyone around the name and Marlboro logo. Thirdly, the design should look masculine and bright. White and bright red colors harmonized perfectly with each other, and acute form The arrows gave a certain sharpness and assertiveness to the appearance of the pack.
Since the 1960s, Marlboro cigarettes began to actively increase sales volumes. Sales increase by approximately 12% every year.
Marlboro Country
It would be foolish to stop at the achieved successes. Without updates, the brand could easily “fade away,” and all the company’s leading specialists understood this. Thus, an ammonia filter was added to cigarettes, which can enhance the pleasure of smoking and make the tobacco taste brighter. To promote this innovation, the “Marlboro Country” advertising campaign was created. After its successful implementation, the brand owner becomes a person with several million dollars in his personal account.
Bans on tobacco advertising
In the early 1970s, advertising was banned in America. tobacco products on television. The already popular cowboy “moves” to the pages of magazines and periodically begins to appear in films (product placement is hidden advertising of brands in films and television shows). No bans prevented Marlboro cigarettes from becoming the best-selling tobacco product in the world at the end of the 1970s.
In the mid-1990s, Philip Morris's profits jumped $32 billion. The corporation's main achievement in 2000 was being awarded the title of “the largest tobacco company in the history of mankind.” A new one was launched in 2010 Marlboro view- Marlboro Ice Boost with a special capsule inside, which adds a feeling of freshness while smoking a cigarette. The capsule is a small pea with menthol oil inside, when you bite through it you can feel the real “frosty freshness”.
Now the Marlboro brand has more than thirty various types and tastes of cigarettes. However, it is with that legendary cowboy that this brand will forever be associated.
One of the most expensive and recognizable brands in the world is Marlboro. Even the most ardent opponents of smoking associate cigarettes of this brand with the image of a stern cowboy - the ruler of the American prairies. An interesting fact is that initially this brand was developed and positioned exclusively for a female audience. We will try to tell you how an initially unpromising brand became so recognizable and legendary.
How it all began...
Before telling the story about Marlboro, cigarettes that are popular equally among both men and women, let us remember that the fairer sex began to openly smoke tobacco products not very long ago - in late XIX- beginning of the 20th century. It was at that time that the feminist movement was actively developing, defending the equality of women both in political and other areas of life. But in addition to equality of rights and opportunities, the representatives of the fair sex also adopted the American entrepreneur Philip Morris who decided to take advantage of the situation and occupy such a promising niche. In the early 20s of the last century, he developed and launched special women's cigarettes - Marlborough.
Everything for the ladies!
Having identified the female audience as the main one, the manufacturer did everything to attract the attention of female customers and interest them in their product. The slogan of the cigarettes was Mild as May - “gentle as May”, and they were advertised by one of the scandalous actresses of that time - Mae West. Advertising was placed in women's magazines such as Vanity Fair. Marlboro cigarettes of that time were produced with a red stripe at the base, which hid the marks and a filter, thanks to which smokers’ teeth did not turn yellow.
Why was it called that?
There are several versions of the origin of the name Marlboro. Cigarettes, according to one of them, were named after Churchill’s earldom, and for ease of memorization and pronunciation, some of the letters were removed. Another theory says that the name came from the name of the street - Marlboro Street in New Jersey, where the factory was located.
Crisis as a time of new opportunities
At the end of the 50s of the last century, studies were published in American journals on the effects of smoking on health and development. oncological diseases. As a result, 1958 became unprofitable for the company. Taking into account the new conditions, it was decided to change the female audience to one in which everyone knows about the dangers of smoking and its possible consequences, but is not ready to give up cigarettes. The male part of society was the most promising in this regard, but there was a prejudice against smoking filter cigarettes, which were considered feminine. Fearing ridicule from others, men refused to buy them. Philip Morris faces the difficult task of turning public opinion around filtered tobacco products. A talented American advertiser, Leo Burnett, was invited to solve this problem.
Professional work
It was thanks to Burnett’s efforts that a collection of images was created that embodied the idea of an oil well driller and a high-altitude erector, and a stern sea captain, as well as the king of the prairies - a cowboy. The Marlboro advertising campaign was built around the romanticized image of the American shepherd-cowboy. Cigarettes were advertised and sold under the slogan “A filter won’t come between you and taste.” Thanks to this image, an image legend was created about the country of Marlboro and the cool guys who prefer this particular brand.
Achievements and discoveries
In addition to a very successful advertising campaign, it is worth noting that Marlboro became the first to sell cigarettes in a cardboard case with a hinged lid, which is called a Flip-top pack, in the tobacco market. In addition to the fact that such packaging was convenient and practical, each time the cigarettes were removed, the name was shown to others. trademark. Appearance The tutus was designed by designer Frank Gianninoto. Marlboro classics cigarettes were immediately memorable due to the contrasting and masculine combination of red and white flowers. Alliance of excellent advertising campaign, stylish design and quite high led to the fact that, since the 60s of the last century, Marlboros have been the most sold cigarettes in the world.
Assortment
However, Philip Morris did not stop there. In 1966, in addition to Marlboro classics, production began. In 2008, the manufacturer structured the brand, distinguishing three Marlboro groups: Gold, Fresh and Flavor. Thus, lovers of fresh taste will be able to find suitable cigarettes in the Fresh family. For those who prefer a rich and intense tobacco aroma, products from the Flavor group are suitable. Marlboro Gold will be appreciated by consumers who value style and elegance.
In addition, light and super-light cigarettes are produced under the Marlboro brand, in which the nicotine content varies from 0.8 to 0.4 mg, and tar - from 11 to 4 mg. The lightest cigarettes in the Marlboro line are “ultra light” cigarettes.
According to market participants, such a move could have a positive impact on sales of Marlboro Lights: many consumers in Russia believe that the quality of imported cigarettes is superior to domestic ones. Additional costs for relocating cigarette production will amount to about 1 billion rubles. per year.
Imported Marlboro cigarettes disappeared from the legal Russian market in 2000, when Philip Morris International (PMI) opened the Philip Morris Izhora plant near St. Petersburg, transferring almost all production for Russia there. However, unlike most national markets, where the Marlboro brand dominates the premium tobacco segment, in Russia it not only did not take a leading position, but found itself in the shadow of the Parliament brand, another Philip Morris brand.
According to Nielsen research, Marlboro holds third place in Russia in the premium segment in terms of volume and revenue (after Kent and Parliament), but at the same time recent years Sales of these cigarettes are declining. The share of the Marlboro family (there are 14 types of cigarettes under this brand on the Russian market) in Russia at the end of 2013 amounted to 1.6% in natural (in 2011 it was 2%) and 2.5% (versus 3.4% in 2011 ) in monetary terms.
Based on a market volume of 390 billion cigarettes in 2013 (19.5 billion packs of 20 cigarettes), Philip Morris produced 312 million packs of Marlboro last year, for which Russians paid a total of about 25 billion rubles. “Such “old school” cigarette brands as Marlboro and Camel on the Russian market found themselves hostage to their brutal brand - a product for courageous men: cowboys, travelers,” the manager of a large tobacco company shares his thoughts. “Now on the market, the best dynamics are shown by brands associated with innovation, new technological solutions, and more glamorous than these.”
On last week Philip Morris decided to give the flagship brand a boost by introducing Marlboro Light (Marlboro Gold Original) made in Germany. One of the central elements of the pack is the inscription “Made in Europe” printed on the protective film of the cigarettes. The tobacco company RBC explained that this brand is no longer produced at the plant near St. Petersburg. “The company decided to import Russian market Marlboro Gold Original cigarettes to further emphasize international status and the image of this brand,” Irina Zhukova, director of communications and public relations at Philip Morris Sales and Marketing, told RBC.
Competing tobacco companies refused to give official comments on the start of Marlboro imports, citing ethical corporate principles, but in an informal conversation, managers of these companies expressed the opinion that in a similar way Philip Morris is trying to revive brand sales. “Marlboro is falling a lot, it’s no secret. New launches and changes in pack design were unable to reverse the negative trend,” said one of RBC’s interlocutors. — It is likely that imported Marlboro will be able to correct the situation. In Russia, many consumers, unfortunately, are convinced that the quality of cigarettes in Europe is much higher than in Russia. Although in reality this is not the case: the company purchases all raw materials centrally and then distributes them among factories, so that the German and Russian packs contain the same tobacco.”
“The fact that the quality of Russian cigarettes is worse than imported analogues“is a stable stereotype, the existence of which has been confirmed by marketing research for the last seven years,” notes the chief curator research center brand management and brand technologies RCB&B Nicholas Koro. — The demonstrative transfer of production outside Russia of Marlboro Lights will be positively assessed a large number consumers who share this opinion."
Philip Morris does not comment on plans for its future program, nor does it disclose the amount of additional costs in connection with the transition to imports. The retail price of cigarettes imported from Germany has not increased compared to those produced in Russia. The cost of logistics costs will not increase significantly, and Philip Morris will bear the main costs by paying the import duty for import, which is 23.3% of the selling price from the factory. According to RBC estimates, additional costs for Philip Morris will amount to about 1 billion rubles. per year.
