Marlboro updates menthols?

19 February, 2010

Marlboro has given its menthol variant a packaging revamp and a new name in an effort to bring the brand up to date.

Renamed Marlboro White Menthol, the 6mg tar cigarette will be available in 10s and 20s packs from March.

Zoe Smith, marketing manager for UK & Ireland, said: “The redesign of the Marlboro menthol packaging modernises the brand by introducing a much more contemporary feel to our menthol offering. This is also the reason behind the name change?.”?She added that the change is “the first in a series of exciting new developments for Marlboro products during 2010”.

The rebranded 20?-packs will be introduced to retailers in three stages?. First with a peel-off cover which looks like the old-style packaging, then a tear tape featuring the strapline “same taste, fresh new look”, and finally the new-look pack will be rolled out.

The 10?-pack will feature the “same taste, fresh new look” tear tape before going to the new design.

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