NEWS: BST unveils posters for launch of new Marlboro brand in the UK

BST-BDDP launched the new Marlboro Medium brand in the UK this week with a campaign that plays on the familiar ‘Marlboro country’ theme.

BST-BDDP launched the new Marlboro Medium brand in the UK this week with

a campaign that plays on the familiar ‘Marlboro country’ theme.

The poster campaign, which broke nationally on Monday, aims to position

the new Philip Morris brand between the existing Marlboro Reds and

Marlboro Lights variants - by using the line ‘somewhere in the middle of

Marlboro country’. The launch will be supported by a promotional spend

of more than pounds 5 million.

The executions show sections from maps of the US featuring Albuquerque,

Denver, Idaho Falls and Sioux City. The ads were written by James

Sinclair and art directed by Ed Morris.

Tom Hudson, BST’s creative director, said: ‘ ‘Marlboro country’ is one

of the most famous advertising lines in the world. ‘somewhere in the

middle of Marlboro country’ twists the classic line to position the new

Medium variant between Reds and Lights. The campaign is about detail and

is a cool way of showing the new pack.’

Marlboro Medium, which is distributed by Rothmans, is already available

in the US and in several European markets including France, Germany and


The launch follows the successful introduction of Marlboro Lights in

October 1986. Marlboro Medium will be sold in the brand’s familiar red

and white packs with the icon of the red chevron edged in the gold of

Marlboro Lights.

BST handles the Marlboro and Philip Morris corporate accounts. The

Marlboro Medium launch will be supported by themed direct mail through

the BDDP-owned sales promotion agency, Tequila. Media is handled by TMD


Marlboro has overtaken Coca-Cola as the top worldwide brand, according

to the annual survey of brand valuations by the US magazine, Financial

World. The survey revealed that the brand has a 30 per cent value share

of the market in the US while in the UK its share is 3.7 per cent.


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