Philip Morris has unveiled new designs and product upgrades for Marlboro, Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol.

These packaging and product design upgrades are intended to reflect the constant evolution of the brand over its 90-year history, but the taste remains the same.

The new packs have retained the Marlboro chevron but now feature a soft touch finish and a cleaner, more contemporary design. The cigarettes have new tipping paper designs and have been upgraded to include a firm filter.

Martin Inkste, managing director for the UK and Ireland, commented: “Marlboro always leads the way and we have made the bold move to redesign the product to ensure that adult smokers get the most premium smoking experience possible. Our new packaging sets us apart from the competition, strengthens Marlboro’s brand credentials, and most importantly, contains the world’s best-selling cigarette range. We have also added firm filters which offer quality you can feel, and a cleaner way to stub out your cigarette.

“Marlboro has been the global number one since 1972 and is also the most recognised and asked for cigarette brand there is. At a crucial time for retailers, we are investing in the brand to ensure it continues to deliver them good returns from the highly profitable premium segment.

“Although the iconic Marlboro brand is evolving, the taste is not changing. This important message will be communicated via our national field force who are working directly with retailers to drive awareness, availability and market share.”

Philip Morris will support the launch of the new-look Marlboro range in partnership with Imperial Tobacco, who will continue to distribute Marlboro cigarettes, and will also support the activity in store via its own national field force.

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