Within the continuous advancement of its Marlboro cigarette brand, Philip Morris has revealed a full upgrade for Marlboro Touch, earlier identified as Marlboro Gold Touch. The UK is the first market in the world to introduce Marlboro Touch – which currently depicts numerous quality improvements and a unique blue design.
Marlboro Touch currently delivers a soft touch package and strong filter, maintaining the look and feel with other styles from the Marlboro range.
The strong filter permits adult smokers a cleaner option to stub out their cigarette, along with adding a general sensation of quality, without affecting the taste. This newest rebrand comes after the advancement of Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol earlier in the year.
Marlboro has totally upgraded the Touch proposition, while keeping the 20 stick count, and providing an ‘affordable luxury’ price placing of £6.99. The mixture and taste of the product continues to be exactly the same. Marlboro Touch also keeps being accessible in price-marked and non-price-marked packages.
Managing Director for the UK and Ireland, Martin Inkster, mentioned: “The Marlboro Touch update satisfies adult smoker requirements by providing a premium quality cigarette brand, with 20 sticks, at a much more reasonably price. It also offers solid earnings for retailers from the really profitable low price segment. “With tax and competing price raises, this newest revolutionary update for the brand presents extraordinary value in each way.
Marlboro Touch is a really must-stock brand.” Philip Morris is investing in a considerable trade advertising campaign to suggest retailers of the improve to the Marlboro Touch design, the management of the £6.99 price and the revenue chances this product provides.
It will also be offering Cash & Carry and Wholesaler toolkits, which contain posters, branded floor mats and shelf barkers to deliver the brand front of mind with the retailer to motivate purchase. Marlboro Touch is currently going through strong momentum in the UK, having increased twofold the market share within the past three months, and is the speediest brand in the low category having increased volume by about 46% year on year.
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