As part of the ongoing evolution of its Marlboro cigarette brand, Philip Morris has unveiled a full upgrade for Marlboro Touch, previously known as Marlboro Gold Touch.
The UK is the first market in the world to launch Marlboro Touch – which now features many quality enhancements and a distinctive blue design.
Marlboro Touch now offers a soft touch pack and firm filter, keeping the consistency with the rest of the Marlboro range. The firm filter allows adult smokers a cleaner way to stub out their cigarette, as well as adding an overall feeling of quality, without having an impact upon taste. This latest rebrand follows the upgrade of Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol earlier in the year.
Marlboro has fully upgraded the Touch proposition, whilst retaining the 20 stick count, and offering an ‘affordable luxury’ price positioning of £6.99. The blend and taste of the product remains the same. Marlboro Touch also continues to be available in price-marked and non-price-marked packs.
Managing Director for the UK and Ireland, Martin Inkster, commented: “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 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.
Marlboro Touch is already experiencing strong momentum in the UK, having doubled market share over the past three months, and is the fastest brand in the low category having grown volume by 46% year on year.
