11 Black is commonly used by those in creative design to convey sophistication (eg, tuxedos and black clothing as a fashion statement), importance and respect (eg, limousines and official cars that transport dignitaries are commonly black) and appearing authoritative. Black packaging is associated with higher priced products, prestige and elegance. 10Д«lack was likely selected by PMI as a package colour for Marlboro to communicate the brandвЂ™s premium or market leadership status. 7вЂ“9 For the Marlboro brand family historically, red has signified the parent brand and is commonly used for regular cigarettes, whereas blue, gold and silver are commonly understood to signal sequentially вЂlighterвЂ™ variants.

Where permitted, we use terms such as вЂlow-tar,вЂ™ вЂlight,вЂ™ вЂultra-light,вЂ™ вЂmediumвЂ™ and вЂmildвЂ™ to facilitate consumersвЂ™ ability to distinguish among these different product offerings.вЂ™ 6 Where not permitted to use such product descriptors, a colour-coding system has been used to ensure that variants remain associated with descriptors (eg, вЂLightвЂ™, вЂmildвЂ™, вЂlow tarвЂ™) previously deemed misleading and deceptive, and distinctions can still be made among variants on the basis of their sequential tar yields. According to PMIвЂ™s website, the primary role of brand variants is to вЂoffer products with differing yields of tar and nicotine, as measured by standardized test methods. The use of brand extensions or variants has facilitated tobacco companies such as PMI to ably position and create the perception that some cigarettes are healthier versions of others.

By 2011, PMI had developed over 220 new or redesigned brand variants for Marlboro, with Marlboro Fresh variants available in more than 90 markets. 2 Additional Marlboro offerings from the Fresh pillar include Ice Blast and W-Burst (also launched in Japan), Blue Ice (launched in Brazil), as well as Kretek Mint and Black Freeze (launched in Mexico, where the company possesses over 80% of the menthol segment). The brandвЂ™s boldness is represented by a strong black stallion in motion, the main element of the communication campaignвЂ™ ( figure 1). 1В According to PMIвЂ™s 2008 annual report, Marlboro Black Menthol was launched вЂto deliver a cigarette with a bold, long-lasting, high-cooling sensation in a striking black pack.

For example, as part of the Marlboro Fresh product line, Marlboro Black Menthol was launched in Japan during 2008, and soon thereafter offered in several additional markets, including Indonesia and the Philippines. The new brand architecture includes Marlboro brand variants being offered in black-coloured cigarette packages. In 2008, Philip Morris International (PMI) launched a new global brand architecture for Marlboro, which involved establishing three Marlboro brand families known as Red (centred on flavour), Gold (based on contemporary style with contrasting diameters and taste profiles) and Fresh (being mentholated and dubbed as вЂrefreshing taste sensationsвЂ™).

Marlboro cigarettes types