Marlboro (cigarettes): reviews, price

One of the most expensive and recognizable brands worldwide is Marlboro. Cigarettes of this brand, even among the most ardent opponents of smoking, are associated with the image of a severe cowboy - the ruler of the American prairie. An interesting fact is that initially this brand was developed and positioned exclusively for the female audience. Let's try to talk about how the initially unpromising brand has become so recognizable and legendary.

How it all began…

Before telling the story of Marlboro, cigarettes, popular both in men and women alike, we recall that the weak sex of openly smoking tobacco products began not very long ago - in the late XIX - early XX century. It was at that time that the feminist movement actively advocated the equality of women in both political and other spheres of life. But besides the equality of rights and opportunities, the fair sex representatives also adopted bad habits. American businessman Philip Morris decided to take advantage of the situation and take such a promising niche. In the early 20-ies of the last century, he develops and markets special, ladies' cigarettes - Marlborough.

All for the ladies!

Denoting the female audience as the main one, the manufacturer did everything to attract the attention of customers and to interest them in their products. The slogan of cigarettes was Mild as May - "tender as May", and one of the infamous actresses of that time - May West - advertised them. There was advertising in magazines for women, such as, for example, Vanity Fair. Cigarettes "Marlboro" of that time were issued with a red stripe at the base, concealing the traces of lipstick, and a filter, due to which the teeth of the smokers were not so yellow.

Why so named?

There are several versions of the emergence of the name Marlboro. Cigarettes, according to one of them, were so named in honor of the count's title Churchill, and for the simplicity of memorization and pronunciation, some of the letters were removed. Another theory suggests that the name came from the street name - Marlborough Street in New Jersey, where the factory was located.

Crisis as a time of new opportunities

In the late 50s of the last century, American journals published studies on the impact of smoking on health and the development of cancer. As a result, 1958 became unprofitable for the company. Given the new conditions, it was decided to change the female audience to a one in which everyone knows about the dangers of smoking, and its possible consequences, but are not ready to give up cigarettes. The male part of society was the most promising in this respect, but there was a prejudice about smoking cigarettes with a filter, considered to be ladies'. Fearing ridicule from others, men refused to buy them. Before Philip Morris there was a difficult task to turn public opinion on tobacco products with a filter. To solve it was invited a talented American advertiser - Leo Burnett.

Professional work

It was thanks to Bernett's efforts that a collection of images was created that embodied the notion of real men: an oil driller and a high-altitude fitter, a war correspondent and a harsh sea captain, and a cowboy king prairie. Around the romanticized image of the American shepherd cowboy, the Marlboro advertising campaign was built. Cigarettes were advertised and sold under the slogan "The filter will not stand between you and the taste." Thanks to this image, an image-legend was created about the country of Marlborough and tough guys who prefer this brand.

Achievements and discoveries

In addition to a very successful advertising campaign, it is worth noting that selling cigarettes in a cardboard case with a hinged lid, called the Flip-top-pack, Marlboro was the first in the tobacco market. In addition to the fact that such packaging was convenient and practical, each time the cigarettes were removed, the name of the trademark was displayed to those around them. The appearance of the pack was designed by designer Frank Giannino. Cigarettes Marlboro classics immediately remembered by the contrast and courageous combination of red and white colors. The alliance of the beautiful advertising campaign, stylish design and rather high quality of products led to the fact that, starting from the 60s of the last century, "Marlboro" are the most sold cigarettes in the world.

Range

However, the company Philip Morris did not stop there. In 1966, in addition to the Marlboro classics, the release of menthol cigarettes began. In 2008, the manufacturer structured the brand, singling out three Marlboro groups: Gold, Fresh and Flavor. So, fans of fresh taste will be able to find suitable cigarettes in the family Fresh. Those who prefer a rich and rich tobacco flavor, suitable products from the group Flavor. Marlboro Gold will be appreciated by consumers who value style and elegance.

In addition, light and super-light cigarettes labeled "Marlboro" are produced, in which the nicotine content varies from 0.8 to 0.4 mg, and the resin - from 11 to 4 mg. The lightest in the Marlboro lineup are "ultra light" cigarettes.

Customer Reviews

Most of those who prefer to smoke "Marlboro", consider cigarettes of this brand the most balanced both in strength and in richness of taste. Of course, there are many varieties of this brand, only 14 species are represented in Russia, but, as a rule, having found the most liked taste, the smoker remains faithful to him for a long time. Consumers, especially in recent times, complain that there were a lot of fakes under the Marlboro. Cigarettes, the price of which is quite high, is often falsified, because of this, finding the genuine is difficult.

How much is?

Since the beginning of 2015, the price of Marlboro cigarettes, as well as the tobacco products of other manufacturers, has increased by an average of 8-10 rubles. This is due to increased production costs and new excise taxes on tobacco products. At the end of winter, "Marlboro Classic" could be bought in Moscow at a price of 90-100 rubles per pack. However, analysts of the tobacco market predict a further rise in prices during the year. Connoisseurs of the brand prefer cigarettes manufactured in the States or Europe, and say that they have better tobacco. On the Internet, there are many online stores offering cigarettes from the United States and Europe, but you can only verify the authenticity and quality of such goods after purchase. So it's easy to run into a fake both in virtual and in real stores.