Lights Cigarettes in the USA

What Factors Propelled the Lights Segment Growth:
The Marlboro Lights Phenomenon

Key Elements for the Brand's Success

Strategy:

Philip Morris's head of marketing was quoted: "Do not rip the legs off the parent to launch the Lights. Parent is first, Lights is second." With Marlboro Red positioned as "a full-bodied taste for real men and women," differentiation and consistency between the line extension and its parent were critical to avoid any damage to the parent whilst capitalizing on the parent's strengths.

Important elements within this strategy were:

■ A "Lights" descriptor instead of "Mild" because, according to Philip Morris's management, "Mild" suggested a strong and harsh parent and that implication was negative for the parent.

■ Lighter in taste but with a flavour that has the same quality as the parent.

■ A communication strategy consistent with that of the parent.

■ A clearly differentiated offspring which, however, captured some elements of the parent brand.

Elements of differentiation:

In order to minimize cannibalization or any negative implication on Marlboro Red, the Marlboro Lights offer included elements of differentiation compared to the parent's offer.

Important elements of difference were:

■ Packaging: white and gold pack; white tipping.

■ Different copy theme and visual, but consistent with the Marlboro family.

■ Contemporary look perceived as the non-aggressive, confident and intelligent alternative. Unlike its parent, it portrayed no sense of conflict, danger or tension.

■ More in the city, more modern.

■ Advertising conveyed the brand's benefits in a natural, relaxed format.

■ Communication was rational in appeal, with an undercurrent of Marlboro emotionalism. A miniature image of the Marlboro Man was featured to establish the link with the parent. Visually, the ads featured no identifiable background or landscape scenarios.

Other parts about the Lights Cigarettes in the USA see other pages our online tobacco shop.

Buy cheap Lights Cigarettes in our online store!