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
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.