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 2012, Marlboro’s volume outside the United States was 301.6 billion cigarettes , which makes it bigger than the next two largest brands combined. In fact, Marlboro’s volume exceeds that of the top four global drive brands of British American Tobacco (BAT) combined, and the total of Japan Tobacco International’s (JTI) four global focus brands.
In 2008, Philip Morris International (PMI) implemented a new brand architecture for Marlboro with three defined identities: Flavor, Gold, and Fresh. Marlboro Flavor focuses on the brand’s rich flavor, Marlboro Gold explores new dimensions in smoking, and Marlboro Fresh brings adult consumers innovative taste sensations.
Key initiatives within the architecture include Marlboro Filter/Flavor Plus, Marlboro Gold Touch, Marlboro Ice Blast and Marlboro Black Menthol.
L&M originated in the United States in 1953. In 2012, L&M was ranked as the third best-selling international cigarette brand outside the United States and China, with a 2012 shipment volume of 93.7 billion units.
Other International Brands
Bond Street is PMI’s third largest international brand.
Bond Street, Parliament, Philip Morris, and Chesterfield are among our most well-known and best-selling international brands.
Parliament is sold in approximately 40 markets. It is the fourteenth largest cigarette brand in the world and the fourth largest international PMI brand. In 2012, Parliament’s volume was 43.4 billion units with a strong presence in Korea, Russia, Turkey, and Ukraine.
The Philip Morris brand is PMI’s fifth largest international brand, sold in more than 40 countries.
Chesterfield is the sixth largest international PMI brand with a volume of 35.5 billion units in 2012.
The combined volume of three of our value brands—Bond Street, Red & White, and Next—was 75.1 billion units in 2012, 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, 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, Fortune, Bond Street, Parliament, Sampoerna, Philip Morris, Chesterfield, Lark, 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 South Africa and the finecut 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.