Marlboro Red Soft Pack
Marlboro brand, created by Philip Morris Company in 1924 was initially oriented to emancipated well provided women. To hide signs of lipstick cork filter was turned into pink paper. And these first Marlboro cigarettes were sold in soft pack of white color.
Change of pack design in 1947 and massive advertising campaign have allowed increasing sale of Marlboro cigarettes by 12.5 times just during one year.
First Marlboro Red cigarettes have been produced in innovative flip-top pack. In 1958 Philip Morris Company has introduced Marlboro Red cigarettes in soft pack.
In 1960 Marlboro Red Soft Pack cigarettes were launched on German market under manufacturing agreement with Martin Brinkmann A.G.
Martin Brinkmann Tabak Logo
In 1964 famous advertiser Leo Burnett has offered to leave from all advertising characters only cowboy and settle them in wonderful "Marlboro Country". Manly and sexual Marlboro cowboy, making Marlboro cigarettes number one first in USA and than in entire world became the real symbol of United States.
On July 2, 1984 Marlboro Red 25's and Marlboro Lights 25's of king size in soft pack, were introduced in test market.
During the period 1981 - 2005 sales volumes have increased from 249 billion cigarettes to 805 billion. Proportionally to these rates operating income of the Company has increased as well.
In December 2009 Marlboro Red cigarettes in a metallic soft pack were launched in United Kingdom. The same year earlier this type of Marlboro Red cigarettes was introduced in other Europe countries, such as Greece, Italy and Spain.
Marlboro Red cigarettes in a metallic soft pack
"Marlboro Red Soft Pack retains the original and authentic flavor of Marlboro Red but now UK adult smokers have a choice between the traditional hard pack and the new soft version" said Marketing Manager UK & Ireland Zoe Smith.
Winner of the Pulitzer prize Richard Kluger for book "Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris' contains interesting information about appearance of Marlboro Red cigarettes in soft pack. Here it is:
"Cullman also overruled Marlboro's passionate brand manager, Ross Millhiser, in making several changes in the pack. The little ersatz royal crest above the brand name was altered from dark blue-gray to gold to class up the image a bit. More important, Cullman had long been urging his colleagues to offer Marlboro in a soft pack as well as the flip-top box, which had been so useful in establishing the brand. A Roper poll showed that one in four soft-pack users of other brands had tried a boxed brand and rejected the harder-edge package; Kent in the soft pack was outselling its own boxed version by four to one, while Winston's ratio was ten to one. "It was like having a car company that sold only roadsters," recounted Cullman, who ordered the creation of the alternate package."(c)
"Ashes to Ashes: America's Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris" by Richard Kluger
So, cigarettes in soft pack smoke people who prefer to place pack into the shirt's pocket to be able to take the cigarette out quickly without making any extra movements. Also soft pack of cigarettes needs less space as the pack becomes smaller with each cigarette extraction.
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