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; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.9mg
Made in Eastern Europe; 6.69 €

: Priluky Osoblivi Delikatni; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 4mg
Nicotine - 0.4mg
Made in Eastern Europe; 6.69 €

: Priluky Osoblivi Nijni (One); 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 1mg
Nicotine - 0.1mg
Made in Eastern Europe; 6.69 €

: Priluky Osoblivi (Lights) Mints; 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe; 6.69 €

: Priluky Osoblivi Vishukani (Refined); 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe; 6.69 €

: Priluky Osoblivi Oksamitovi (Silk); 1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 10mg
Nicotine - 0.7mg
Made in Eastern Europe; 6.69 €

: Priluky Soft Pack; 1 carton - 10 packs
200 filtered cigarettes
Box - Soft
Tar - 14mg
Nicotine - 0.8mg
Made in Eastern Europe; 6.69 €