Lights Cigarettes in the USA

Executive Summary

Merit, Low Tar with Flavour

Merit 9 mg. tar is considered the most successful Lights launch in the USA market:

It enjoyed immediate success, capturing 1.4% share of the market the first year.

It was a freestanding brand launched after the TV and radio ban.

The brand was positioned as the breakthrough product that broke the connection between tar and flavour. The product communication not only remarked on the flavour innovation but also offered testimonials of testing against competitive brands.

Consumers embraced Merit immediately. The brand took the market's top position 5 years later, outperforming Marlboro Lights, Winston and Salem.

What Factors Made Moot an Immediate Success

■ Its unique selling proposition; lower tar than existing Lights brands with superior taste, something that nobody could offer.

■ Its ability to sustain the claim in front of consumers.

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