Philip Morris has unveiled a full upgrade for Marlboro Touch, previously known as Marlboro Gold Touch, and has chosen the UK as the first market in the world for its launch.

The brand has upgraded Marlboro Touch to a soft touch pack and firm filter, keeping the consistency with the rest of the Marlboro range. The firm filter is designed to allow adult smokers a cleaner way to stub out their cigarette, as well as adding an overall feeling of quality, without having an impact on taste. This latest rebrand follows the upgrade of Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol in February 2015.

Marlboro has retained the 20-stick count, which it describes as offering an exceptional ‘affordable luxury’ price positioning of £6.99, and Marlboro Touch will be available in price-marked and non-price-marked packs.

Managing director for the UK and Ireland, Martin Inkster, commented: “We are delighted that the UK has been chosen as the first market to showcase this latest evolution of the Marlboro brand. The Marlboro Touch upgrade meets adult smoker demands by offering a premium quality cigarette brand, with 20 sticks, at a more affordable price point. It also delivers strong returns for retailers from the highly profitable low price segment.

“With tax and competitive price increases, this latest innovative upgrade for the brand offers exceptional value in every way. Marlboro Touch offers one of the highest PORs in its price segment, so this really is a must-stock brand.”

Philip Morris is investing in a significant trade advertising campaign to advise retailers of the upgrade to the Marlboro Touch design, the maintenance of the £6.99 price and the excellent profit opportunities this product offers. It will also be providing Cash & Carry and Wholesaler toolkits which include posters, branded floor mats and shelf barkers to bring the brand front of mind with the retailer to encourage purchase.

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