Priluky
The History Of Marlboro Lights
Advertising
1977
Advertising direction changed in March of 1977.
• Fear that Lights' gross dollar support and its large percentage of total Marlboro spending might make the overall Marlboro image diffused and disjointed to consumer
• Brand wanted to avoid projecting the impression that Marlboro was slowly abandoning the authentic and heroic look of Marlboro Country photography
• "What happened to the Marlboro cowboy?"
Objective:
- Bring Lights advertising closer to Red/Gold; be similar but different
Visuals:
- Artwork was replaced with photography
- Images were smaller than for Red/Gold, and outlined instead of bleed photography
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- Priluky Osoblivi Classic
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.9mg
Made in Eastern Europe - 6.69 €
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- Priluky Osoblivi Delikatni
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 4mg
Nicotine - 0.4mg
Made in Eastern Europe - 6.69 €
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- Priluky Osoblivi Nijni (One)
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 1mg
Nicotine - 0.1mg
Made in Eastern Europe - 6.69 €
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- Priluky Osoblivi (Lights) Mints
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe - 6.69 €
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- Priluky Osoblivi Vishukani (Refined)
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe - 6.69 €
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- Priluky Osoblivi Oksamitovi (Silk)
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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 10mg
Nicotine - 0.7mg
Made in Eastern Europe - 6.69 €
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- Priluky Soft Pack
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1 carton - 10 packs
200 filtered cigarettes
Box - Soft
Tar - 14mg
Nicotine - 0.8mg
Made in Eastern Europe - 6.69 €
