Marlboro has been the world’s number one cigarette brand since 1972 and is one of the most powerful trademarks among all consumer products. In 2013, Marlboro’s volume outside the United States was 291.1 billion cigarettes , which makes it bigger than the next two largest brands combined
In 2008, Philip Morris International (PMI) implemented a new brand architecture for Marlboro with three defined identities: Flavor, Gold, and Fresh. The Marlboro brand architecture is a portfolio framework that allows us to unlock the potential of the brand’s equity and address the preferences of adult smokers. The Marlboro Flavor family, representing quality and tobacco expertise, leads the way in bringing adult smokers the most enjoyable tobacco flavor satisfaction. The Marlboro Gold family delivers pleasurable smooth tastes and refined smoking experiences that are progressive and contemporary. The Marlboro Fresh family offers new experiences, innovations and differentiated refreshing tastes that go beyond the ordinary.
Our new introductions generated a combined volume of 35.9 billion units in 2013, accounting for more than 12% of Marlboro’s total volume. Below are a few examples:
- Marlboro Touch: An innovative line of slimmer Marlboro cigarettes with different product characteristics to address a range of adult consumer preferences.
- Marlboro Advance: Launched in Malaysia. The first Marlboro cigarette with a Recessed Filter for a smooth and satisfying taste, packaged in a vibrant blue foil box.
- Marlboro W-Burst: Launched in Japan. The first cigarette in the world with two capsules in the filter to offer more choice in high cooling taste sensations.
- Marlboro Kretek Mint: Launched in Mexico. The first Marlboro tobacco blend combining the typical character of Indonesian clove with menthol to deliver a uniquely refreshing taste sensation.
- Marlboro Premium Black. Launched in the Gulf Cooperation Council countries. An above premium price Marlboro cigarette with a convenient automatic seal to preserve product freshness.
L&M originated in the United States in 1953. In 2013, L&M was ranked as the third best-selling international cigarette brand outside the United States and China, with a 2013 shipment volume of 95.0 billion units.
Other International Brands
Bond Street, Parliament, Philip Morris, Chesterfield and Lark are among our most well-known and best-selling international brands.
Bond Street is PMI’s third largest international brand with a volume of 44.9 billion units in 2013.
Parliament is sold in approximately 40 markets. It is the tenth largest cigarette brand in the world and the fourth largest international PMI brand. In 2013, Parliament volume was 44.7 billion units with a strong presence in Korea, Japan, Russia, Turkey, and Ukraine.
The Philip Morris brand is PMI’s fifth largest international brand with a volume of 35.0 billion units in 2013 and sold in more than 40 countries.
Chesterfield is the sixth largest international PMI brand with a volume of 34.4 billion units in 2013.
The combined volume of three of our value brands—Bond Street, Red & White, and Next—was 69.8 billion units in 2013, reinforcing our position in profitable low-price segments in Eastern Europe (Bond Street), Central Europe (Red & White), and globally (Next).
We also own a number of important local brands, such as Sampoerna A, Dji Sam Soe and U Mild in Indonesia, Fortune, Champion and Hope in the Philippines, Diana in Italy, Optima and Apollo-Soyuz in Russia, Morven Gold in Pakistan, Boston in Colombia, Belmont, Canadian Classics and Number 7 in Canada, Best and Classic in Serbia, f6 in Germany, Delicados in Mexico, Assos in Greece and Petra in the Czech Republic and Slovakia.
The Top 10 PMI Brands
Marlboro, L&M, Bond Street, Sampoerna A, Parliament, Philip Morris, Chesterfield, Lark, Fortune, Dji Sam Soe
Other Tobacco Products
While PMI focuses primarily on cigarettes, our business development interests also extend to other tobacco products (OTP). We have successfully grown our OTP business organically and have complemented this growth with acquisitions of a cigar business in Australia and New Zealand, the company Swedish Match in South Africa and the fine cut brands Interval and Petterøes in Europe.
Since 2009, Philip Morris International and Swedish Match AB have operated a joint venture company that has commercialized smokeless tobacco products, outside of Scandinavia and the United States. Through this joint venture company, PMI sells smokeless tobacco products, including Swedish snus.