Lights Cigarettes in the USA

The Lights Life Cycle in the USA Market:
The Lights Segment Development

The Launch of the Marlboro Lights Line Extension

In 1971 Philip Morris launched a lit mg. Line extension of its Full Flavour Marlboro Red (then 20 mg.).

■ The new brand was named Marlboro Lights to join the light wave of the 70s and emphasize the low tar and lighter taste of its offer.

■ It was positioned as "Lighter in taste, low in tar, with the same famous quality as Full Flavoured Marlboro Red."

The year after the launch (first full year in the market), Marlboro Lights sold 2.8 billion units, representing a 0.5% share of the total market. Volume and market share grew at annual compounded rates of 33% and 35% respectively between 1973 and 1980.

With Marlboro Lights, the Lights segment started to grow.

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