Introducing
Retailer Brochure
New packaging on many
Philip Morris USA (PM USA) brands
On June 22, 2009, Congress passed legislation granting the Food and Drug Administration
the authority to regulate tobacco products. The law included a requirement that all brands
of cigarettes and smokeless tobacco remove terms such as “light,” “ultra light,” and “mild”
from cigarette and smokeless packaging and advertising by June 22, 2010.
Some cigarette and smokeless
packaging is changing, but the
product stays the same.
Beginning in May 2010, PM USA products featuring revised packaging will deliver to
wholesale, as available. There is no set time limit for retailers to sell their stock
of product with the current packaging to adult consumers.
Highlights of the PM USA cigarette packaging changes are as follows:
• Pack and carton UPC codes will remain unchanged.
• Current pack descriptors, such as “Lights,” “Ultra Lights,” and “Milds” will be
removed from all packaging.
• New pack identifiers will be featured on the top of box packings, and the bottom of soft packs. New pack identifiers will also be featured on the end flap of cartons.
• Packaging changes will not occur on all packings.
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Servicing:
Philip Morris USA
U.S. Smokeless Tobacco Company
John Middleton
New Pack Identifier: Marlboro Gold Pack
Old
Pack Top
Carton End
Pack Front
Pack Front
Carton Front
New Pack Identifier: Marlboro Red Label
Old
Pack Top
Carton End
Pack Front
Marlboro
Pack Front
Carton Front
Old Pack
New Pack Identifier
New Pack Available In
Marlboro Lights
Marlboro Lights 100’s
Marlboro Lights 25‘s
Marlboro Medium
Marlboro Medium 100’s
Marlboro Menthol Lights
Marlboro Menthol Lights 100’s
Marlboro Menthol Milds
Marlboro Menthol Milds 100’s
Marlboro Menthol Ultra Lights
Marlboro Menthol Ultra Lights 100’s
Marlboro Seventy-Twos
Marlboro Seventy-Twos Menthol (Blue)
Marlboro Seventy-Twos Menthol (Green)
Marlboro Seventy-Twos Lights
Marlboro Seventy-Twos Ultra Lights
Marlboro Ultra Lights
Marlboro Ultra Lights 100’s
Marlboro Gold Pack
Marlboro Gold Pack 100’s
Marlboro Gold Pack 25’s
Marlboro Red Label
Marlboro Red Label 100’s
Marlboro Menthol Gold Pack
Marlboro Menthol Gold Pack 100’s
Marlboro Menthol Blue Pack
Marlboro Menthol Blue Pack 100’s
Marlboro Menthol Silver Pack
Marlboro Menthol Silver Pack 100’s
Marlboro 72’s
Marlboro 72’s Blue Pack
Marlboro 72’s Green Pack
Marlboro 72’s Gold Pack
Marlboro 72’s Silver Pack
Marlboro Silver Pack
Marlboro Silver Pack 100’s
Box and Soft Pack
Box and Soft Pack
Box
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box
Box
Box
Box
Box
Box
Box
Box
Box
Box
Box
The following packings will remain unchanged:
Marlboro*
Marlboro 100’s*
Marlboro 25’s
Marlboro Menthol*
Marlboro Menthol 100’s
Marlboro Smooth
Marlboro Smooth 100’s
Marlboro Blend No. 54
Marlboro Blend No. 54 100’s
Marlboro Special Blend (Red Pack)
Marlboro Special Blend (Red Pack) 100’s
Marlboro Special Blend (Gold Pack)
Marlboro Special Blend (Gold Pack) 100’s
Marlboro Virginia Blend
Marlboro Virginia Blend 100’s
Marlboro Blend No. 27*
*Available in Box and Soft Pack
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Parliament
New
Pack Front
Pack Front
Old
New
Pack Front
Pack Front
Old
New
L&M
Virginia Slims
Old
Pack Front
Old
New
Basic
Pack Front
Pack Front
Pack Front
Old Pack
New Pack
Identifier
New Pack
Available In
Parliament Full Flavor
Parliament Lights
Parliament Lights 100’s
Parliament Menthol Full Flavor
Parliament Menthol Lights
Parliament Menthol Lights 100’s
Parliament Menthol Ultra Lights
Parliament Ultra Lights
Parliament (Blue Pack)
Parliament (White Pack)
Parliament (White Pack) 100’s
Parliament Menthol (Green Pack)
Parliament Menthol (White Pack)
Parliament Menthol (White Pack) 100’s
Parliament Menthol Silver Pack
Parliament Silver Pack
Box
Box and Soft Pack
Box and Soft Pack
Box
Box
Box
Box
Box
Old Pack
New Pack
Identifier
New Pack
Available In
Virginia Slims Lights
Virginia Slims Ultra Lights
Virginia Slims Menthol
Virginia Slims Menthol Lights
Virginia Slims Menthol Ultra Lights
Virginia Slims 120’s Luxury Lights
Virginia Slims 120’s Luxury Ultra Lights
Virginia Slims 120’s Menthol Luxury Lights
Virginia Slims 120’s Menthol Luxury Ultra Lights
Virginia Slims Superslims Lights
Virginia Slims Superslims Menthol Lights
Virginia Slims Gold Pack
Virginia Slims Silver Pack
Virginia Slims Menthol
Virginia Slims Menthol Gold Pack
Virginia Slims Menthol Silver Pack
Virginia Slims 120’s Gold Pack
Virginia Slims 120’s Silver Pack
Virginia Slims 120’s Menthol Gold Pack
Virginia Slims 120’s Menthol Silver Pack
Virginia Slims Superslims Gold Pack
Virginia Slims Superslims Menthol Gold Pack
Box
Box
Box and Soft Pack
Box
Box
Box
Box
Box
Box
Box
Box
Old Pack
New Pack
Identifier
New Pack
Available In
L&M Full Flavor
L&M Full Flavor 100’s
L&M Lights
L&M Lights 100’s
L&M
L&M 100’s
L&M Blue Pack
L&M Blue Pack 100’s
Box
Box
Box
Box
Old Pack
New Pack
Identifier
New Pack
Available In
Basic Full Flavor
Basic Full Flavor 100’s
Basic Lights
Basic Lights 100’s
Basic Menthol Lights
Basic Menthol Lights 100’s
Basic Menthol Ultra Lights
Basic Menthol Ultra Lights 100’s
Basic Ultra Lights
Basic Ultra Lights 100’s
Basic
Basic 100’s
Basic Gold Pack
Basic Gold Pack 100’s
Basic Menthol Gold Pack
Basic Menthol Gold Pack 100’s
Basic Menthol Silver Pack
Basic Menthol Silver Pack 100’s
Basic Blue Pack
Basic Blue Pack 100’s
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box
Box
Box and Soft Pack
Box and Soft Pack
The following packings will remain unchanged:
Virginia Slims*
Virginia Slims Superslims
Virginia Slims Superslims Menthol
L&M Bold
L&M Bold 100’s
L&M Menthol
L&M Menthol 100’s
Basic Menthol*
Basic Menthol 100’s*
Basic Non-Filter Soft Pack
*Available in Box and Soft Pack
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Other PM USA Brands
Old Pack
Merit
Merit Lights
Merit Lights 100’s
Merit Menthol Lights
Merit Menthol Lights 100’s
Merit Menthol Ultra Lights
Merit Menthol Ultra Lights 100’s
Merit Ultima
Merit Ultima 100’s
Merit Ultra Lights
Merit Ultra Lights 100’s
Benson & Hedges
Benson & Hedges 100’s
Benson & Hedges 100’s Lights
Benson & Hedges 100’s DeLuxe Ultra Lights
Benson & Hedges 100’s Menthol
Benson & Hedges 100’s Lights Menthol
Benson & Hedges 100’s DeLuxe Ultra Lights Menthol
Benson & Hedges DeLuxe
Benson & Hedges Multifilter
Cambridge
Cambridge Full Flavor 100’s
Cambridge Lights 100’s
Cambridge Lights Kings
Cambridge Menthol Lights 100’s
Cambridge Menthol Lights Kings
Cambridge Ultra Lights 100’s
Chesterfield
Chesterfield Filtered
Chesterfield Filtered 100’s
Chesterfield Lights
Chesterfield Lights 100’s
Dave’s
Dave’s Filter
Dave’s Lights
Lark
Lark
Lark 100’s
Lark Lights
Lark Lights 100’s
Players
Players Navy Cut Cigarettes “Medium”
Bristol
Bristol Full Flavor 100’s
English Ovals
English Ovals Selected Mild Blend King Size
New Pack
Identifier
New Pack
Available In
Merit Gold Pack
Merit Gold Pack 100’s
Merit Menthol Gold Pack
Merit Menthol Gold Pack 100’s
Merit Menthol Silver Pack
Merit Menthol Silver Pack 100’s
Merit Bronze Pack
Merit Bronze Pack 100’s
Merit Blue Pack
Merit Blue Pack 100’s
Box and Soft Pack
Soft Pack
Soft Pack
Soft Pack
Soft Pack
Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Box and Soft Pack
Benson & Hedges 100’s
Benson & Hedges 100’s Luxury
Benson & Hedges 100’s DeLuxe
Benson & Hedges 100’s Menthol
Benson & Hedges 100’s Luxury Menthol
Benson & Hedges 100’s DeLuxe Menthol
Benson & Hedges King Size
Benson & Hedges Multifilter
Box and Soft Pack
Box and Soft Pack
Box
Box and Soft Pack
Box and Soft Pack
Box
Box
Soft Pack
Cambridge 100’s
Cambridge Gold Pack 100’s
Cambridge Gold Pack Kings
Cambridge Menthol 100’s
Cambridge Menthol Kings
Cambridge Blue Pack 100’s
Soft Pack
Box and Soft Pack
Soft Pack
Soft Pack
Soft Pack
Box and Soft Pack
Chesterfield Red Pack
Chesterfield Red Pack 100’s
Chesterfield Blue Pack
Chesterfield Blue Pack 100’s
Box
Box
Box
Box
Dave’s Red Pack
Dave’s Blue Pack
Box
Box
Lark Red Pack
Lark Red Pack 100’s
Lark White Pack
Lark White Pack 100’s
Soft Pack
Soft Pack
Soft Pack
Soft Pack
Players Navy Cut
Box
Bristol 100’s
Soft Pack
English Ovals Selected Blend King Size
Box
The following packings will remain unchanged:
Chesterfield Kings Non-Filter Soft Pack
Players Filter 100’s
Players Filter Kings
Players Menthol 100’s
Players Menthol Kings
Saratoga 120’s
Saratoga Menthol 120’s
Alpine Menthol 100’s Soft Pack
Commander King Size Soft Pack
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Cigarette Consumer Awareness Plan
PM USA will be communicating to the adult smoker that
“Your pack will be changing, but your cigarette will stay
the same,” in the following ways:
• Onserts and inserts on select packings
• Marlboro.com (Site Limited to Smokers 21+)
• Consumer Call Center (1-800-845-2765)
Marlboro Snus
Highlights of the Marlboro Snus packaging changes are
as follows:
• The word “Mild” will be removed from all Marlboro Snus Mild packaging. In the future, the product will be Marlboro Snus Amber. The other three flavor varieties will remain:
• Marlboro Rich
• Marlboro Spearmint
• Marlboro Peppermint
• All Marlboro Snus packs and cartons will feature a new health warning on the front and back panels.
• All Marlboro Snus pack and carton UPC codes will remain unchanged.
Old
New
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Key Dates
Activity
• Discuss PM USA packaging changes with
your ALS&D Representative
Date
February - March 2010
• Establish a transition plan for your store
• Understand your wholesaler’s transition plan and timelines
• PM USA products featuring revised
packaging will begin delivering to
wholesale, as available
March - April 2010
May - June 2010
• Execute in-store transition plan
Transition Plan
To support the transition to the new PM USA packaging,
establish a plan for your store which includes the following:
Update your inventory management system
Update your point-of-purchase system and register receipts
Revise shelf tags if applicable
Educate store personnel
Consider other areas of impact
Your Keys to Success
Implement an effective transition plan
Understand your wholesaler’s transition plan and timelines
Rotate existing inventory when new packaging arrives
Do not alter your PM USA cigarette or Marlboro Snus ordering patterns
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
4J988 © Philip Morris USA 2010