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We have the industry’s strongest and most diverse brand portfolio, led by Marlboro, the world’s number one international selling brand, and L&M, the fourth most popular brand. Overall, seven of the top 15 international brands in the world are ours.
Marlboro
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 2010, Marlboro’s volume outside the United States was 297.4 billion cigarettes. It is larger than its next two competitors combined, and its volume exceeds that of the top four global drive brands of British American Tobacco (BAT) and the four global focus brands of Japan Tobacco International (JTI).
In 2008, Philip Morris International (PMI) implemented a new brand architecture with three defined identities for Marlboro: Flavor, Gold, and Fresh. Marlboro Flavor continues to focus on its rich flavor, Marlboro Gold on exploring new dimensions in smoking, and Marlboro Fresh on refreshing taste sensations.
We continually innovate across the brand portfolio. Key recent initiatives include Marlboro Filter Plus (or Flavor Plus in some markets), Marlboro Gold Touch, and new directions in menthol such as Marlboro Ice Blast and Marlboro Black Menthol.
L&M
L&M originated in the U.S. in 1953. In 2010, L&M was ranked as the fourth best selling international cigarette brand outside the US and China, with a 2010 shipment volume of 88.6 billion units.
Other International Brands
Bond Street, Philip Morris, Chesterfield, and Parliament are some of our strongest international brands.
Bond Street has grown to be PMI’s third largest brand.
The Philip Morris brand is our fourth largest, present in more than 40 markets.
Chesterfield is our fifth largest brand with a volume of 36.4 billion units in 2010.
Parliament is sold in approximately 40 markets worldwide. It is the fourteenth largest cigarette brand in the world and the seventh largest international PMI brand. In 2010, Parliament’s volume was 35.2 billion units with a strong presence in Korea, Russia, Turkey, and Ukraine.
Value Segment
The combined volume of three of our brands—Bond Street, Red & White, and Next—was 75.8 billion units in 2010, reinforcing our position in profitable low-price segments in Eastern Europe (Bond Street), Central Europe (Red & White), and worldwide (Next).
Local Brands
We own a number of important local brands, including Diana in Italy, Sampoerna A in Indonesia, and Delicados in Mexico. We also sell Sampoerna Hijau and Dji Sam Soe in Indonesia, Optima and Apollo-Soyuz in Russia, Morven Gold in Pakistan, Boston in Colombia, Best and Classic in Serbia, f6 in Germany, Assos in Greece, Fortune, Champion and Hope in the Philippines, Belmont, Canadian Classics and Number 7 in Canada, and Petra in the Czech Republic and Slovakia, to name a few.
The Top 25 Philip Morris International Brands
Marlboro, L&M, Bond Street, Philip Morris, Chesterfield, Fortune, Parliament, Sampoerna A, Lark, Morven Gold, Dji Sam Soe, Next, Optima, Red & White, Muratti, Diana, Merit, Sampoerna Hijau, Champion, Virginia Slims, Apollo-Soyuz, Hope, Delicados, Benson & Hedges, Longbeach
Other Tobacco Products
While PMI focuses primarily on cigarettes, our business development interests extend to other tobacco product (OTP) categories. We have successfully grown our OTP business and are complementing this with our recent acquisitions of the company Swedish Match in South Africa and the leading fine-cut brands Interval in France and Petterøes in Norway.