Как пишется слово мальборо на английском на пачке сигарет

Marlboro

Product type	Cigarette
Owner	Altria Philip Morris International
Produced by	Philip Morris USA (US) Philip Morris International (outside the US)
Country	United States
Introduced	1924; 99 years ago
Tagline	«Mild As May», «Come to where the flavor is. Come to Marlboro country» (1966),[1] «You get a lot to like with a Marlboro», «You Decide»
Carcinogenicity: IARC group 1

Marlboro (,^[2][3] )^[4] is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (now separate from Altria) outside the US. The largest Marlboro cigarette manufacturing plant is located in Richmond, Virginia.

As of 2017, Marlboro had 40% market share in the US.

History[edit]

In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, United Kingdom, selling tobacco and rolled cigarettes. After his death from cancer in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on Great Marlborough Street, London,^[5] from which the name was taken.^[6]

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark «Marlboro» was registered in the US in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They were first marketed as «America’s luxury cigarette» and were mainly sold in hotels and resorts.^[7]

Around the 1930s, it was starting to be advertised as a women’s cigarette, based on the slogan «Mild As May». Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]
However, as early as 1885, a brand called «Marlborough» was already being marketed as a «ladies’ favorite» by Philip Morris & Co.^[10]

Shortly before World War II, the brand’s sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.^[9]

Part of Marlboro’s rise in market share was its ability to produce «milder, more aromatic, sweeter, and less harsh» cigarettes by adding ammonia to the tobacco. Further usage of diammonium phosphate allowed Marlboro to free base the nicotine in tobacco, allowing for more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold «crack tobacco.»^[11]

In the late 1960s, Marlboro «Longhorn 100’s» were introduced. Although color-coded with gold, they were full flavor cigarettes, not lights.^[12] In 1972, Marlboro became the best-selling brand of tobacco in the world.^[13][14]

In order to comply with a 2006 court ruling in United States v. Philip Morris USA, Inc., et al.,^[15] Philip Morris (and all other cigarette companies) are now prevented from using words such as «Lights», «Ultra-Lights», «Medium», «Mild», or any similar designation that may yield an impression of being safer than regular full flavored cigarettes. Thus Marlboro and other cigarette companies use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.

Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.^[16]

In 2013, Philip Morris International introduced «Marlboro 2.0». The pack design was changed; the dark red was replaced with a lighter red, the «Marlboro» and Philip Morris logo became ribbed and transparent, and around 2017 a special «Smart SEAL» was introduced to keep the stored cigarettes fresh for a longer period of time.^[17][18] The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the US, Canada and Australia (due to plain packaging) and New Zealand.

In 2015, Philip Morris announced they would introduce a «Firm Filter» to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the UK and Ireland, Martin Inkster, said that the Firm Filter technique was added to «offer quality you can feel and it is a cleaner way to stub out your cigarette».^[19]

Advertising[edit]

In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]

The red and white package was designed by designer Frank Gianninoto. The repositioning of Marlboro as a men’s cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[9]

Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[9] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein’s theme from The Magnificent Seven.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.^[20][21][22]

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.^{[23][24][25][26][27][28][29][30][31][32]}

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of marketing promotions. In 1983, the campaign «Marlboro Adventure Team Adventure Camp» was launched, for which the participants had to apply, there was a collection of clothing and accessories.

[edit]

Formula One[edit]

Marlboro is well known for its association with motor racing. This started in the 1972 season with the sponsorship of Formula One team BRM. The first win for a Marlboro-sponsored F1 car was achieved at the 1972 Monaco Grand Prix by Jean-Pierre Beltoise driving for BRM. In 1973 and 1974, the cigarette giant backed Frank Williams Racing Cars team, whose cars were registered as Iso-Marlboro.

In the 1974 season, Marlboro became famously associated with the McLaren team, which brought it its first Constructors’ Championship and its drivers title for Emerson Fittipaldi in the first season of the partnership between McLaren and Marlboro. The team won another drivers title in 1976 for James Hunt. Following that, the partnership went through a dry patch until Ron Dennis’s Project Four Organization took over the team in 1981. Marlboro-sponsored McLaren dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the Drivers’ Championship all but one year from 1984 to 1991. After the departure of Ayrton Senna at the end of the 1993 season, Marlboro McLaren never won a race again. Marlboro ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery. McLaren was sponsored by West from the start of the 1997 season onwards. McLaren and Marlboro had the longest sponsorship deal between a team and its title sponsor in F1 history which lasted for 23 consecutive seasons (1974–1996).

Over the years, McLaren had to alter the Marlboro livery to comply with regional anti-tobacco sponsorship laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was replaced by a chevron in 1974, with a barcode in 1984 and 1985 and from 1987 to 1992 or with «McLaren» in 1986 and from 1991 to 1993 and 1994 to 1996. At the 1986 Portuguese Grand Prix, Keke Rosberg’s car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored Scuderia Ferrari’s drivers since 1973 (the brand appeared only on helmets and suits) but only in 1984 became a minor sponsor on Ferrari’s Formula One cars. Until then, Enzo Ferrari allowed only technical suppliers brands to appear on his team cars. In 1993, Marlboro became the main sponsor, and in 1997 became the title sponsor as the team was officially renamed as «Scuderia Ferrari Marlboro». Marlboro remained Ferrari’s title sponsor until the 2011 European Grand Prix and the main sponsor until the end of the 2017 season.

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was removed completely or replaced with a white space from 2000 to 2004 (The Ferrari cars had white spaces over Marlboro occasionally in 1998 and 1999), changed to a «bar code» from 1994 to 1999 and in 2005 and 2006, or the text was removed while keeping the chevron with the driver’s name (1993) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver’s written name from the 1980s until 1996. The team used a special livery for the 2001 Italian Grand Prix in remembrance of the September 11 attacks in the US; both cars ran without any sponsorship livery and sported matte black nose-cones. In the 2005 Bahrain Grand Prix the cars sported black nosecones as a sign of mourning for Pope John Paul II.

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly banned in the European Union and other major F1 teams ended their relationships with tobacco companies. In reporting the deal, F1 Racing magazine judged it to be a «black day» for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special «racing editions» of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the European Commissioner for Health and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and Ferrari, due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe.^[33] The Ferrari team claimed the barcode was part of the car design, not an advertising message.^[34]

The controversial barcode design was removed by Ferrari for the start of the Spanish Grand Prix in the 2010 season, but the barcode remained on drivers’ team gear.^[35] In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by a specialised F1-website^[36] as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its collaboration with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.^[37] The deal has been subsequently renewed for three more years, through 2018.^[38] In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year’s car. Before 2018 Japanese Grand Prix, Ferrari launches their revised SF71H livery featuring PMI’s Mission Winnow brand.^[39]

Marlboro had provided financial support to many racing drivers, the most illustrious of whom are Alain Prost, Ayrton Senna and Mika Häkkinen. From 1970 until the mid-1990s, the logos of the cigarettes could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.^[40][41][42]

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of Alfa Romeo F1 Team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In 1984 the Italian clothing brand Benetton took over Alfa Romeo’s livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of 1985. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the BMS Scuderia Italia team from 1988 until 1992, when Chesterfield became their main sponsor. The livery was very similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^[43][44][45]

Marlboro sponsored the Arrows F1 (by the time known as «Footwork») team in 1994. While Ruffles, a potato chips brand sponsored the car, Marlboro sponsored the drivers helmets.^[46][47]

Marlboro sponsored the EuroBrun team in 1988. The ER188, driven by Oscar Larrauri, Stefano Modena and Gregor Foitek, featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.^[48][49]

Marlboro sponsored the Fittipaldi Automotive team in 1981. The Marlboro logo was displayed on the helmets of the drivers.^[50][51]

Marlboro sponsored the Forti F1 team in 1995 and 1996. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.^[52][53][54]

Marlboro sponsored the Merzario team from 1977 until the team’s collapse in 1979. The Marlboro logo were displayed on the front, side and on the drivers helmets.^[55][56][57]

Marlboro sponsored the Minardi team in 1995. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[58][59]

Marlboro sponsored the Onyx Grand Prix team in 1989 and 1990. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.^[60][61]

Marlboro sponsored Team Rebaque in 1979. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[62][63][64][65]}

Marlboro sponsored the Rial Racing team in 1988 and 1989. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[66][67][68]

Marlboro sponsored the Spirit Racing team in 1983 and 1984. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.^[69][70]

GP2[edit]

From 2005 to 2007, GP2 Series team ART Grand Prix was sponsored by Marlboro. The Marlboro logos were prominently shown on the car in the 2005 and 2006 seasons, but in 2007 the team only sponsored the brand on the rear wing.^[71][72][73] In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.^[74]

Grand Prix motorcycle racing[edit]

Marlboro entered the Grand Prix motorcycle racing in the seventies as personal sponsor of riders like Giacomo Agostini, Angel Nieto and Jarno Saarinen. In 1976, Marlboro backed Agostini’s team, who raced MV Agusta bikes with little factory support.

Since 1983, the cigarette brand sponsored the Yamaha 500 cc works team, which was managed by Agostini until 1989 and then by Kenny Roberts until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro’s livery also appeared on other bikes, especially the Hondas entered by Team Pileri (from 1992 to 1995), Pons Racing (in 1993)^[75] and Erv Kanemoto’s team (in 1997 and 1998) who achieved the 1997 250 cc World Championship with Max Biaggi.

The Yamaha works team was again associated with Marlboro between 1999 and 2002.

Marlboro sponsored the Ducati Corse MotoGP team from 2003. Casey Stoner took his first MotoGP title in 2007. As of the 2009 Grand Prix motorcycle racing season they were only allowed to brand the bikes at one round, in Qatar at the Losail International Circuit, using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the French motorcycle Grand Prix in the 2010 season. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris’ heat-not-burn brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^[76]

Superbike World Championship[edit]

Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.^{[77][78][79][80]}

CART/IndyCar[edit]

Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi’s car entered by Patrick Racing. In 1990 Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were hidden and subsequently replaced with Team Penske branding but the team retained the color scheme as Philip Morris USA was still Penske’s main sponsor (similar case to Scuderia Ferrari and Ducati MotoGP Team that had Marlboro sponsorship but both Ferrari and Ducati teams forced to hide the Marlboro logos due to anti-tobacco advertising law).

2009 was the final year of the Penske-Marlboro association.^[81]

24 Hours of Le Mans[edit]

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France).

Masters of Formula 3[edit]

Marlboro sponsored the Marlboro Masters Formula Three race in Zandvoort.

World Rally Championship[edit]

Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from 1999 to 2002) and Peugeot (from 2003 to 2005). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others. Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque’s temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver Mohammed bin Sulayem^[82] and has sponsored a number of rallies including the Safari Rally (between 1982 and 1990), the Rally Argentina, the Rally of Lebanon,^[83] the Jordan Rally,^[84] and the UAE Desert Challenge.^[85]

Australian touring car racing[edit]

Marlboro was the naming rights sponsor of the Holden Dealer Team from 1974 until 1984.^[86]

IMSA SportsCar[edit]

Marlboro sponsored the Italo-American IMSA SportsCar Le Mans GT team Risi Competizione since 2004 but Risi Competizione opting to invisible the Marlboro logo due to the team respecting Tobacco Master Settlement Agreement regulations and also ban of cigarette advertising in sports.

Badminton[edit]

Marlboro sponsored the Thomas and Uber Cup from 1984 to 1990, as well as the Sudirman Cup from 1991 to 1995 and 2001 to 2013.^{[87][88][89][90]}

Products[edit]

Phillip Morris markets cigarettes,^[91] snus,^[91] and HeatSticks under the Marlboro brand.^[92]

International cigarette varieties[edit]

Philip Morris International organized Marlboro products into three divisions—Flavor line, which are original red full flavor cigarettes, Gold line are former lights, and Fresh line comprises flavored cigarettes.^{[93][94][95][96][97]}

In the UK, the company sells Marlboro Red, Gold, Touch and Silver King Size. In May 2020, all brands of menthol cigarettes, including Marlboro Menthol and Marlboro Ice Blast Capsule cigarettes were banned in the European Union.

In the Philippines, Marlboro has 5 cigarette variants, Marlboro Classic (also known as Marlboro Red), Marlboro Gold (first known and well-known as Marlboro Lights), Marlboro Black Menthol (simply Marlboro Black), Marlboro Purple Fusion (or Purple Mix) and Marlboro Ice Blast (known as Marlboro Blue, a companion brand of Fortune Mint Splash in the Philippines).

Marlboro in Canada[edit]

Philip Morris sold the Canadian rights to the «Marlboro» name to Imperial Tobacco Canada in 1932. After the brand’s successful American relaunch in the 1950s – which later became well known to Canadians through exposure to the brand’s international sponsorships and advertising – Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights, to no avail. Imperial Tobacco continues to sell a line of cigarettes under the Marlboro name in Canada, albeit with very different packaging from that of the Philip Morris product. Philip Morris retains the rights to the «rooftop» trade dress and other elements of Marlboro’s branding which were developed after the 1932 sale and has historically used that trade dress in Canada in combination with the names «Matador» or occasionally «Maverick» for a line of Virginia blend cigarettes.^[98][99]

In 2006, Philip Morris International’s Canadian affiliate Rothmans, Benson & Hedges introduced a new product with the «rooftop» trade dress, and marked as being the «World Famous Imported Blend», but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely suggesting the Marlboro brand, thereby infringing on Imperial’s Canadian trademark rights. Canada’s Federal Court of Appeal ruled in favor of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for «Marlboro».^[98] Though PMI is expected to appeal, shortly after the ruling it began using the brand name «Rooftop» on packaging for the previously unbranded cigarettes.^[99]

Morley[edit]

Morley is a fictional brand of cigarettes whose packaging resembles Marlboro’s original packaging. The fictional brand has appeared in various television shows, films, and video games that otherwise have no apparent connection to each other. The name «Morley» is a play on «Marleys», a nickname for Marlboro cigarettes.^[100] Morleys appear at least as far back as 1960, in Alfred Hitchcock’s film Psycho. There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked «Lights».^[101]

The Morley packaging is sold to production companies by The Earl Hays Press, a century-old Hollywood prop packaging service.^[102]

The reason non-brand name products like Morley cigarettes are used in film and on television goes back to the early days of television in America. Then cigarette companies often sponsored entire TV shows and advertised through product placement, but if no cigarette companies agreed to pay, producers instead used a non-brand product — no free advertising.^[103] This concept was later expanded to most TV shows, films, video games and other media.

See also[edit]

• Marlboro Friday

References[edit]

External links[edit]

• Official website

Marlboro

Product type	Cigarette
Owner	Altria Philip Morris International
Produced by	Philip Morris USA (US) Philip Morris International (outside the US)
Country	United States
Introduced	1924; 99 years ago
Tagline	«Mild As May», «Come to where the flavor is. Come to Marlboro country» (1966),[1] «You get a lot to like with a Marlboro», «You Decide»
Carcinogenicity: IARC group 1

Marlboro (,^[2][3] )^[4] is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (now separate from Altria) outside the US. The largest Marlboro cigarette manufacturing plant is located in Richmond, Virginia.

As of 2017, Marlboro had 40% market share in the US.

History[edit]

In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, United Kingdom, selling tobacco and rolled cigarettes. After his death from cancer in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on Great Marlborough Street, London,^[5] from which the name was taken.^[6]

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark «Marlboro» was registered in the US in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They were first marketed as «America’s luxury cigarette» and were mainly sold in hotels and resorts.^[7]

Around the 1930s, it was starting to be advertised as a women’s cigarette, based on the slogan «Mild As May». Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]
However, as early as 1885, a brand called «Marlborough» was already being marketed as a «ladies’ favorite» by Philip Morris & Co.^[10]

Shortly before World War II, the brand’s sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.^[9]

Part of Marlboro’s rise in market share was its ability to produce «milder, more aromatic, sweeter, and less harsh» cigarettes by adding ammonia to the tobacco. Further usage of diammonium phosphate allowed Marlboro to free base the nicotine in tobacco, allowing for more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold «crack tobacco.»^[11]

In the late 1960s, Marlboro «Longhorn 100’s» were introduced. Although color-coded with gold, they were full flavor cigarettes, not lights.^[12] In 1972, Marlboro became the best-selling brand of tobacco in the world.^[13][14]

In order to comply with a 2006 court ruling in United States v. Philip Morris USA, Inc., et al.,^[15] Philip Morris (and all other cigarette companies) are now prevented from using words such as «Lights», «Ultra-Lights», «Medium», «Mild», or any similar designation that may yield an impression of being safer than regular full flavored cigarettes. Thus Marlboro and other cigarette companies use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.

Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.^[16]

In 2013, Philip Morris International introduced «Marlboro 2.0». The pack design was changed; the dark red was replaced with a lighter red, the «Marlboro» and Philip Morris logo became ribbed and transparent, and around 2017 a special «Smart SEAL» was introduced to keep the stored cigarettes fresh for a longer period of time.^[17][18] The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the US, Canada and Australia (due to plain packaging) and New Zealand.

In 2015, Philip Morris announced they would introduce a «Firm Filter» to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the UK and Ireland, Martin Inkster, said that the Firm Filter technique was added to «offer quality you can feel and it is a cleaner way to stub out your cigarette».^[19]

Advertising[edit]

In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]

The red and white package was designed by designer Frank Gianninoto. The repositioning of Marlboro as a men’s cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[9]

Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[9] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein’s theme from The Magnificent Seven.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.^[20][21][22]

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.^{[23][24][25][26][27][28][29][30][31][32]}

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of marketing promotions. In 1983, the campaign «Marlboro Adventure Team Adventure Camp» was launched, for which the participants had to apply, there was a collection of clothing and accessories.

[edit]

Formula One[edit]

Marlboro is well known for its association with motor racing. This started in the 1972 season with the sponsorship of Formula One team BRM. The first win for a Marlboro-sponsored F1 car was achieved at the 1972 Monaco Grand Prix by Jean-Pierre Beltoise driving for BRM. In 1973 and 1974, the cigarette giant backed Frank Williams Racing Cars team, whose cars were registered as Iso-Marlboro.

In the 1974 season, Marlboro became famously associated with the McLaren team, which brought it its first Constructors’ Championship and its drivers title for Emerson Fittipaldi in the first season of the partnership between McLaren and Marlboro. The team won another drivers title in 1976 for James Hunt. Following that, the partnership went through a dry patch until Ron Dennis’s Project Four Organization took over the team in 1981. Marlboro-sponsored McLaren dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the Drivers’ Championship all but one year from 1984 to 1991. After the departure of Ayrton Senna at the end of the 1993 season, Marlboro McLaren never won a race again. Marlboro ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery. McLaren was sponsored by West from the start of the 1997 season onwards. McLaren and Marlboro had the longest sponsorship deal between a team and its title sponsor in F1 history which lasted for 23 consecutive seasons (1974–1996).

Over the years, McLaren had to alter the Marlboro livery to comply with regional anti-tobacco sponsorship laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was replaced by a chevron in 1974, with a barcode in 1984 and 1985 and from 1987 to 1992 or with «McLaren» in 1986 and from 1991 to 1993 and 1994 to 1996. At the 1986 Portuguese Grand Prix, Keke Rosberg’s car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored Scuderia Ferrari’s drivers since 1973 (the brand appeared only on helmets and suits) but only in 1984 became a minor sponsor on Ferrari’s Formula One cars. Until then, Enzo Ferrari allowed only technical suppliers brands to appear on his team cars. In 1993, Marlboro became the main sponsor, and in 1997 became the title sponsor as the team was officially renamed as «Scuderia Ferrari Marlboro». Marlboro remained Ferrari’s title sponsor until the 2011 European Grand Prix and the main sponsor until the end of the 2017 season.

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was removed completely or replaced with a white space from 2000 to 2004 (The Ferrari cars had white spaces over Marlboro occasionally in 1998 and 1999), changed to a «bar code» from 1994 to 1999 and in 2005 and 2006, or the text was removed while keeping the chevron with the driver’s name (1993) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver’s written name from the 1980s until 1996. The team used a special livery for the 2001 Italian Grand Prix in remembrance of the September 11 attacks in the US; both cars ran without any sponsorship livery and sported matte black nose-cones. In the 2005 Bahrain Grand Prix the cars sported black nosecones as a sign of mourning for Pope John Paul II.

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly banned in the European Union and other major F1 teams ended their relationships with tobacco companies. In reporting the deal, F1 Racing magazine judged it to be a «black day» for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special «racing editions» of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the European Commissioner for Health and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and Ferrari, due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe.^[33] The Ferrari team claimed the barcode was part of the car design, not an advertising message.^[34]

The controversial barcode design was removed by Ferrari for the start of the Spanish Grand Prix in the 2010 season, but the barcode remained on drivers’ team gear.^[35] In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by a specialised F1-website^[36] as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its collaboration with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.^[37] The deal has been subsequently renewed for three more years, through 2018.^[38] In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year’s car. Before 2018 Japanese Grand Prix, Ferrari launches their revised SF71H livery featuring PMI’s Mission Winnow brand.^[39]

Marlboro had provided financial support to many racing drivers, the most illustrious of whom are Alain Prost, Ayrton Senna and Mika Häkkinen. From 1970 until the mid-1990s, the logos of the cigarettes could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.^[40][41][42]

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of Alfa Romeo F1 Team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In 1984 the Italian clothing brand Benetton took over Alfa Romeo’s livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of 1985. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the BMS Scuderia Italia team from 1988 until 1992, when Chesterfield became their main sponsor. The livery was very similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^[43][44][45]

Marlboro sponsored the Arrows F1 (by the time known as «Footwork») team in 1994. While Ruffles, a potato chips brand sponsored the car, Marlboro sponsored the drivers helmets.^[46][47]

Marlboro sponsored the EuroBrun team in 1988. The ER188, driven by Oscar Larrauri, Stefano Modena and Gregor Foitek, featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.^[48][49]

Marlboro sponsored the Fittipaldi Automotive team in 1981. The Marlboro logo was displayed on the helmets of the drivers.^[50][51]

Marlboro sponsored the Forti F1 team in 1995 and 1996. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.^[52][53][54]

Marlboro sponsored the Merzario team from 1977 until the team’s collapse in 1979. The Marlboro logo were displayed on the front, side and on the drivers helmets.^[55][56][57]

Marlboro sponsored the Minardi team in 1995. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[58][59]

Marlboro sponsored the Onyx Grand Prix team in 1989 and 1990. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.^[60][61]

Marlboro sponsored Team Rebaque in 1979. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[62][63][64][65]}

Marlboro sponsored the Rial Racing team in 1988 and 1989. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[66][67][68]

Marlboro sponsored the Spirit Racing team in 1983 and 1984. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.^[69][70]

GP2[edit]

From 2005 to 2007, GP2 Series team ART Grand Prix was sponsored by Marlboro. The Marlboro logos were prominently shown on the car in the 2005 and 2006 seasons, but in 2007 the team only sponsored the brand on the rear wing.^[71][72][73] In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.^[74]

Grand Prix motorcycle racing[edit]

Marlboro entered the Grand Prix motorcycle racing in the seventies as personal sponsor of riders like Giacomo Agostini, Angel Nieto and Jarno Saarinen. In 1976, Marlboro backed Agostini’s team, who raced MV Agusta bikes with little factory support.

Since 1983, the cigarette brand sponsored the Yamaha 500 cc works team, which was managed by Agostini until 1989 and then by Kenny Roberts until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro’s livery also appeared on other bikes, especially the Hondas entered by Team Pileri (from 1992 to 1995), Pons Racing (in 1993)^[75] and Erv Kanemoto’s team (in 1997 and 1998) who achieved the 1997 250 cc World Championship with Max Biaggi.

The Yamaha works team was again associated with Marlboro between 1999 and 2002.

Marlboro sponsored the Ducati Corse MotoGP team from 2003. Casey Stoner took his first MotoGP title in 2007. As of the 2009 Grand Prix motorcycle racing season they were only allowed to brand the bikes at one round, in Qatar at the Losail International Circuit, using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the French motorcycle Grand Prix in the 2010 season. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris’ heat-not-burn brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^[76]

Superbike World Championship[edit]

Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.^{[77][78][79][80]}

CART/IndyCar[edit]

Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi’s car entered by Patrick Racing. In 1990 Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were hidden and subsequently replaced with Team Penske branding but the team retained the color scheme as Philip Morris USA was still Penske’s main sponsor (similar case to Scuderia Ferrari and Ducati MotoGP Team that had Marlboro sponsorship but both Ferrari and Ducati teams forced to hide the Marlboro logos due to anti-tobacco advertising law).

2009 was the final year of the Penske-Marlboro association.^[81]

24 Hours of Le Mans[edit]

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France).

Masters of Formula 3[edit]

Marlboro sponsored the Marlboro Masters Formula Three race in Zandvoort.

World Rally Championship[edit]

Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from 1999 to 2002) and Peugeot (from 2003 to 2005). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others. Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque’s temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver Mohammed bin Sulayem^[82] and has sponsored a number of rallies including the Safari Rally (between 1982 and 1990), the Rally Argentina, the Rally of Lebanon,^[83] the Jordan Rally,^[84] and the UAE Desert Challenge.^[85]

Australian touring car racing[edit]

Marlboro was the naming rights sponsor of the Holden Dealer Team from 1974 until 1984.^[86]

IMSA SportsCar[edit]

Marlboro sponsored the Italo-American IMSA SportsCar Le Mans GT team Risi Competizione since 2004 but Risi Competizione opting to invisible the Marlboro logo due to the team respecting Tobacco Master Settlement Agreement regulations and also ban of cigarette advertising in sports.

Badminton[edit]

Marlboro sponsored the Thomas and Uber Cup from 1984 to 1990, as well as the Sudirman Cup from 1991 to 1995 and 2001 to 2013.^{[87][88][89][90]}

Products[edit]

Phillip Morris markets cigarettes,^[91] snus,^[91] and HeatSticks under the Marlboro brand.^[92]

International cigarette varieties[edit]

Philip Morris International organized Marlboro products into three divisions—Flavor line, which are original red full flavor cigarettes, Gold line are former lights, and Fresh line comprises flavored cigarettes.^{[93][94][95][96][97]}

In the UK, the company sells Marlboro Red, Gold, Touch and Silver King Size. In May 2020, all brands of menthol cigarettes, including Marlboro Menthol and Marlboro Ice Blast Capsule cigarettes were banned in the European Union.

In the Philippines, Marlboro has 5 cigarette variants, Marlboro Classic (also known as Marlboro Red), Marlboro Gold (first known and well-known as Marlboro Lights), Marlboro Black Menthol (simply Marlboro Black), Marlboro Purple Fusion (or Purple Mix) and Marlboro Ice Blast (known as Marlboro Blue, a companion brand of Fortune Mint Splash in the Philippines).

Marlboro in Canada[edit]

Philip Morris sold the Canadian rights to the «Marlboro» name to Imperial Tobacco Canada in 1932. After the brand’s successful American relaunch in the 1950s – which later became well known to Canadians through exposure to the brand’s international sponsorships and advertising – Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights, to no avail. Imperial Tobacco continues to sell a line of cigarettes under the Marlboro name in Canada, albeit with very different packaging from that of the Philip Morris product. Philip Morris retains the rights to the «rooftop» trade dress and other elements of Marlboro’s branding which were developed after the 1932 sale and has historically used that trade dress in Canada in combination with the names «Matador» or occasionally «Maverick» for a line of Virginia blend cigarettes.^[98][99]

In 2006, Philip Morris International’s Canadian affiliate Rothmans, Benson & Hedges introduced a new product with the «rooftop» trade dress, and marked as being the «World Famous Imported Blend», but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely suggesting the Marlboro brand, thereby infringing on Imperial’s Canadian trademark rights. Canada’s Federal Court of Appeal ruled in favor of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for «Marlboro».^[98] Though PMI is expected to appeal, shortly after the ruling it began using the brand name «Rooftop» on packaging for the previously unbranded cigarettes.^[99]

Morley[edit]

Morley is a fictional brand of cigarettes whose packaging resembles Marlboro’s original packaging. The fictional brand has appeared in various television shows, films, and video games that otherwise have no apparent connection to each other. The name «Morley» is a play on «Marleys», a nickname for Marlboro cigarettes.^[100] Morleys appear at least as far back as 1960, in Alfred Hitchcock’s film Psycho. There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked «Lights».^[101]

The Morley packaging is sold to production companies by The Earl Hays Press, a century-old Hollywood prop packaging service.^[102]

The reason non-brand name products like Morley cigarettes are used in film and on television goes back to the early days of television in America. Then cigarette companies often sponsored entire TV shows and advertised through product placement, but if no cigarette companies agreed to pay, producers instead used a non-brand product — no free advertising.^[103] This concept was later expanded to most TV shows, films, video games and other media.

See also[edit]

• Marlboro Friday

References[edit]

External links[edit]

• Official website

Marlboro

Product type	Cigarette
Owner	Altria Philip Morris International
Produced by	Philip Morris USA (US) Philip Morris International (outside the US)
Country	United States
Introduced	1924; 99 years ago
Tagline	«Mild As May», «Come to where the flavor is. Come to Marlboro country» (1966),[1] «You get a lot to like with a Marlboro», «You Decide»
Carcinogenicity: IARC group 1

Marlboro (,^[2][3] )^[4] is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (now separate from Altria) outside the US. The largest Marlboro cigarette manufacturing plant is located in Richmond, Virginia.

As of 2017, Marlboro had 40% market share in the US.

History[edit]

In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, United Kingdom, selling tobacco and rolled cigarettes. After his death from cancer in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on Great Marlborough Street, London,^[5] from which the name was taken.^[6]

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark «Marlboro» was registered in the US in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They were first marketed as «America’s luxury cigarette» and were mainly sold in hotels and resorts.^[7]

Around the 1930s, it was starting to be advertised as a women’s cigarette, based on the slogan «Mild As May». Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]
However, as early as 1885, a brand called «Marlborough» was already being marketed as a «ladies’ favorite» by Philip Morris & Co.^[10]

Shortly before World War II, the brand’s sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.^[9]

Part of Marlboro’s rise in market share was its ability to produce «milder, more aromatic, sweeter, and less harsh» cigarettes by adding ammonia to the tobacco. Further usage of diammonium phosphate allowed Marlboro to free base the nicotine in tobacco, allowing for more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold «crack tobacco.»^[11]

In the late 1960s, Marlboro «Longhorn 100’s» were introduced. Although color-coded with gold, they were full flavor cigarettes, not lights.^[12] In 1972, Marlboro became the best-selling brand of tobacco in the world.^[13][14]

In order to comply with a 2006 court ruling in United States v. Philip Morris USA, Inc., et al.,^[15] Philip Morris (and all other cigarette companies) are now prevented from using words such as «Lights», «Ultra-Lights», «Medium», «Mild», or any similar designation that may yield an impression of being safer than regular full flavored cigarettes. Thus Marlboro and other cigarette companies use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.

Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.^[16]

In 2013, Philip Morris International introduced «Marlboro 2.0». The pack design was changed; the dark red was replaced with a lighter red, the «Marlboro» and Philip Morris logo became ribbed and transparent, and around 2017 a special «Smart SEAL» was introduced to keep the stored cigarettes fresh for a longer period of time.^[17][18] The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the US, Canada and Australia (due to plain packaging) and New Zealand.

In 2015, Philip Morris announced they would introduce a «Firm Filter» to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the UK and Ireland, Martin Inkster, said that the Firm Filter technique was added to «offer quality you can feel and it is a cleaner way to stub out your cigarette».^[19]

Advertising[edit]

In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]

The red and white package was designed by designer Frank Gianninoto. The repositioning of Marlboro as a men’s cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[9]

Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[9] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein’s theme from The Magnificent Seven.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.^[20][21][22]

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.^{[23][24][25][26][27][28][29][30][31][32]}

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of marketing promotions. In 1983, the campaign «Marlboro Adventure Team Adventure Camp» was launched, for which the participants had to apply, there was a collection of clothing and accessories.

[edit]

Formula One[edit]

Marlboro is well known for its association with motor racing. This started in the 1972 season with the sponsorship of Formula One team BRM. The first win for a Marlboro-sponsored F1 car was achieved at the 1972 Monaco Grand Prix by Jean-Pierre Beltoise driving for BRM. In 1973 and 1974, the cigarette giant backed Frank Williams Racing Cars team, whose cars were registered as Iso-Marlboro.

In the 1974 season, Marlboro became famously associated with the McLaren team, which brought it its first Constructors’ Championship and its drivers title for Emerson Fittipaldi in the first season of the partnership between McLaren and Marlboro. The team won another drivers title in 1976 for James Hunt. Following that, the partnership went through a dry patch until Ron Dennis’s Project Four Organization took over the team in 1981. Marlboro-sponsored McLaren dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the Drivers’ Championship all but one year from 1984 to 1991. After the departure of Ayrton Senna at the end of the 1993 season, Marlboro McLaren never won a race again. Marlboro ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery. McLaren was sponsored by West from the start of the 1997 season onwards. McLaren and Marlboro had the longest sponsorship deal between a team and its title sponsor in F1 history which lasted for 23 consecutive seasons (1974–1996).

Over the years, McLaren had to alter the Marlboro livery to comply with regional anti-tobacco sponsorship laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was replaced by a chevron in 1974, with a barcode in 1984 and 1985 and from 1987 to 1992 or with «McLaren» in 1986 and from 1991 to 1993 and 1994 to 1996. At the 1986 Portuguese Grand Prix, Keke Rosberg’s car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored Scuderia Ferrari’s drivers since 1973 (the brand appeared only on helmets and suits) but only in 1984 became a minor sponsor on Ferrari’s Formula One cars. Until then, Enzo Ferrari allowed only technical suppliers brands to appear on his team cars. In 1993, Marlboro became the main sponsor, and in 1997 became the title sponsor as the team was officially renamed as «Scuderia Ferrari Marlboro». Marlboro remained Ferrari’s title sponsor until the 2011 European Grand Prix and the main sponsor until the end of the 2017 season.

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was removed completely or replaced with a white space from 2000 to 2004 (The Ferrari cars had white spaces over Marlboro occasionally in 1998 and 1999), changed to a «bar code» from 1994 to 1999 and in 2005 and 2006, or the text was removed while keeping the chevron with the driver’s name (1993) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver’s written name from the 1980s until 1996. The team used a special livery for the 2001 Italian Grand Prix in remembrance of the September 11 attacks in the US; both cars ran without any sponsorship livery and sported matte black nose-cones. In the 2005 Bahrain Grand Prix the cars sported black nosecones as a sign of mourning for Pope John Paul II.

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly banned in the European Union and other major F1 teams ended their relationships with tobacco companies. In reporting the deal, F1 Racing magazine judged it to be a «black day» for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special «racing editions» of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the European Commissioner for Health and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and Ferrari, due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe.^[33] The Ferrari team claimed the barcode was part of the car design, not an advertising message.^[34]

The controversial barcode design was removed by Ferrari for the start of the Spanish Grand Prix in the 2010 season, but the barcode remained on drivers’ team gear.^[35] In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by a specialised F1-website^[36] as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its collaboration with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.^[37] The deal has been subsequently renewed for three more years, through 2018.^[38] In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year’s car. Before 2018 Japanese Grand Prix, Ferrari launches their revised SF71H livery featuring PMI’s Mission Winnow brand.^[39]

Marlboro had provided financial support to many racing drivers, the most illustrious of whom are Alain Prost, Ayrton Senna and Mika Häkkinen. From 1970 until the mid-1990s, the logos of the cigarettes could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.^[40][41][42]

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of Alfa Romeo F1 Team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In 1984 the Italian clothing brand Benetton took over Alfa Romeo’s livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of 1985. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the BMS Scuderia Italia team from 1988 until 1992, when Chesterfield became their main sponsor. The livery was very similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^[43][44][45]

Marlboro sponsored the Arrows F1 (by the time known as «Footwork») team in 1994. While Ruffles, a potato chips brand sponsored the car, Marlboro sponsored the drivers helmets.^[46][47]

Marlboro sponsored the EuroBrun team in 1988. The ER188, driven by Oscar Larrauri, Stefano Modena and Gregor Foitek, featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.^[48][49]

Marlboro sponsored the Fittipaldi Automotive team in 1981. The Marlboro logo was displayed on the helmets of the drivers.^[50][51]

Marlboro sponsored the Forti F1 team in 1995 and 1996. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.^[52][53][54]

Marlboro sponsored the Merzario team from 1977 until the team’s collapse in 1979. The Marlboro logo were displayed on the front, side and on the drivers helmets.^[55][56][57]

Marlboro sponsored the Minardi team in 1995. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[58][59]

Marlboro sponsored the Onyx Grand Prix team in 1989 and 1990. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.^[60][61]

Marlboro sponsored Team Rebaque in 1979. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[62][63][64][65]}

Marlboro sponsored the Rial Racing team in 1988 and 1989. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[66][67][68]

Marlboro sponsored the Spirit Racing team in 1983 and 1984. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.^[69][70]

GP2[edit]

From 2005 to 2007, GP2 Series team ART Grand Prix was sponsored by Marlboro. The Marlboro logos were prominently shown on the car in the 2005 and 2006 seasons, but in 2007 the team only sponsored the brand on the rear wing.^[71][72][73] In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.^[74]

Grand Prix motorcycle racing[edit]

Marlboro entered the Grand Prix motorcycle racing in the seventies as personal sponsor of riders like Giacomo Agostini, Angel Nieto and Jarno Saarinen. In 1976, Marlboro backed Agostini’s team, who raced MV Agusta bikes with little factory support.

Since 1983, the cigarette brand sponsored the Yamaha 500 cc works team, which was managed by Agostini until 1989 and then by Kenny Roberts until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro’s livery also appeared on other bikes, especially the Hondas entered by Team Pileri (from 1992 to 1995), Pons Racing (in 1993)^[75] and Erv Kanemoto’s team (in 1997 and 1998) who achieved the 1997 250 cc World Championship with Max Biaggi.

The Yamaha works team was again associated with Marlboro between 1999 and 2002.

Marlboro sponsored the Ducati Corse MotoGP team from 2003. Casey Stoner took his first MotoGP title in 2007. As of the 2009 Grand Prix motorcycle racing season they were only allowed to brand the bikes at one round, in Qatar at the Losail International Circuit, using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the French motorcycle Grand Prix in the 2010 season. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris’ heat-not-burn brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^[76]

Superbike World Championship[edit]

Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.^{[77][78][79][80]}

CART/IndyCar[edit]

Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi’s car entered by Patrick Racing. In 1990 Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were hidden and subsequently replaced with Team Penske branding but the team retained the color scheme as Philip Morris USA was still Penske’s main sponsor (similar case to Scuderia Ferrari and Ducati MotoGP Team that had Marlboro sponsorship but both Ferrari and Ducati teams forced to hide the Marlboro logos due to anti-tobacco advertising law).

2009 was the final year of the Penske-Marlboro association.^[81]

24 Hours of Le Mans[edit]

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France).

Masters of Formula 3[edit]

Marlboro sponsored the Marlboro Masters Formula Three race in Zandvoort.

World Rally Championship[edit]

Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from 1999 to 2002) and Peugeot (from 2003 to 2005). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others. Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque’s temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver Mohammed bin Sulayem^[82] and has sponsored a number of rallies including the Safari Rally (between 1982 and 1990), the Rally Argentina, the Rally of Lebanon,^[83] the Jordan Rally,^[84] and the UAE Desert Challenge.^[85]

Australian touring car racing[edit]

Marlboro was the naming rights sponsor of the Holden Dealer Team from 1974 until 1984.^[86]

IMSA SportsCar[edit]

Marlboro sponsored the Italo-American IMSA SportsCar Le Mans GT team Risi Competizione since 2004 but Risi Competizione opting to invisible the Marlboro logo due to the team respecting Tobacco Master Settlement Agreement regulations and also ban of cigarette advertising in sports.

Badminton[edit]

Marlboro sponsored the Thomas and Uber Cup from 1984 to 1990, as well as the Sudirman Cup from 1991 to 1995 and 2001 to 2013.^{[87][88][89][90]}

Products[edit]

Phillip Morris markets cigarettes,^[91] snus,^[91] and HeatSticks under the Marlboro brand.^[92]

International cigarette varieties[edit]

Philip Morris International organized Marlboro products into three divisions—Flavor line, which are original red full flavor cigarettes, Gold line are former lights, and Fresh line comprises flavored cigarettes.^{[93][94][95][96][97]}

In the UK, the company sells Marlboro Red, Gold, Touch and Silver King Size. In May 2020, all brands of menthol cigarettes, including Marlboro Menthol and Marlboro Ice Blast Capsule cigarettes were banned in the European Union.

In the Philippines, Marlboro has 5 cigarette variants, Marlboro Classic (also known as Marlboro Red), Marlboro Gold (first known and well-known as Marlboro Lights), Marlboro Black Menthol (simply Marlboro Black), Marlboro Purple Fusion (or Purple Mix) and Marlboro Ice Blast (known as Marlboro Blue, a companion brand of Fortune Mint Splash in the Philippines).

Marlboro in Canada[edit]

Philip Morris sold the Canadian rights to the «Marlboro» name to Imperial Tobacco Canada in 1932. After the brand’s successful American relaunch in the 1950s – which later became well known to Canadians through exposure to the brand’s international sponsorships and advertising – Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights, to no avail. Imperial Tobacco continues to sell a line of cigarettes under the Marlboro name in Canada, albeit with very different packaging from that of the Philip Morris product. Philip Morris retains the rights to the «rooftop» trade dress and other elements of Marlboro’s branding which were developed after the 1932 sale and has historically used that trade dress in Canada in combination with the names «Matador» or occasionally «Maverick» for a line of Virginia blend cigarettes.^[98][99]

In 2006, Philip Morris International’s Canadian affiliate Rothmans, Benson & Hedges introduced a new product with the «rooftop» trade dress, and marked as being the «World Famous Imported Blend», but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely suggesting the Marlboro brand, thereby infringing on Imperial’s Canadian trademark rights. Canada’s Federal Court of Appeal ruled in favor of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for «Marlboro».^[98] Though PMI is expected to appeal, shortly after the ruling it began using the brand name «Rooftop» on packaging for the previously unbranded cigarettes.^[99]

Morley[edit]

Morley is a fictional brand of cigarettes whose packaging resembles Marlboro’s original packaging. The fictional brand has appeared in various television shows, films, and video games that otherwise have no apparent connection to each other. The name «Morley» is a play on «Marleys», a nickname for Marlboro cigarettes.^[100] Morleys appear at least as far back as 1960, in Alfred Hitchcock’s film Psycho. There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked «Lights».^[101]

The Morley packaging is sold to production companies by The Earl Hays Press, a century-old Hollywood prop packaging service.^[102]

The reason non-brand name products like Morley cigarettes are used in film and on television goes back to the early days of television in America. Then cigarette companies often sponsored entire TV shows and advertised through product placement, but if no cigarette companies agreed to pay, producers instead used a non-brand product — no free advertising.^[103] This concept was later expanded to most TV shows, films, video games and other media.

See also[edit]

• Marlboro Friday

References[edit]

External links[edit]

• Official website

Marlboro

Product type	Cigarette
Owner	Altria Philip Morris International
Produced by	Philip Morris USA (US) Philip Morris International (outside the US)
Country	United States
Introduced	1924; 99 years ago
Tagline	«Mild As May», «Come to where the flavor is. Come to Marlboro country» (1966),[1] «You get a lot to like with a Marlboro», «You Decide»
Carcinogenicity: IARC group 1

Marlboro (,^[2][3] )^[4] is an American brand of cigarettes, currently owned and manufactured by Philip Morris USA (a branch of Altria) within the United States and by Philip Morris International (now separate from Altria) outside the US. The largest Marlboro cigarette manufacturing plant is located in Richmond, Virginia.

As of 2017, Marlboro had 40% market share in the US.

History[edit]

In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, United Kingdom, selling tobacco and rolled cigarettes. After his death from cancer in 1873, his brother Leopold and widow Margaret continued the business, growing it and opening a factory on Great Marlborough Street, London,^[5] from which the name was taken.^[6]

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark «Marlboro» was registered in the US in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They were first marketed as «America’s luxury cigarette» and were mainly sold in hotels and resorts.^[7]

Around the 1930s, it was starting to be advertised as a women’s cigarette, based on the slogan «Mild As May». Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]
However, as early as 1885, a brand called «Marlborough» was already being marketed as a «ladies’ favorite» by Philip Morris & Co.^[10]

Shortly before World War II, the brand’s sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men’s cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.^[9]

Part of Marlboro’s rise in market share was its ability to produce «milder, more aromatic, sweeter, and less harsh» cigarettes by adding ammonia to the tobacco. Further usage of diammonium phosphate allowed Marlboro to free base the nicotine in tobacco, allowing for more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold «crack tobacco.»^[11]

In the late 1960s, Marlboro «Longhorn 100’s» were introduced. Although color-coded with gold, they were full flavor cigarettes, not lights.^[12] In 1972, Marlboro became the best-selling brand of tobacco in the world.^[13][14]

In order to comply with a 2006 court ruling in United States v. Philip Morris USA, Inc., et al.,^[15] Philip Morris (and all other cigarette companies) are now prevented from using words such as «Lights», «Ultra-Lights», «Medium», «Mild», or any similar designation that may yield an impression of being safer than regular full flavored cigarettes. Thus Marlboro and other cigarette companies use only color-coding instead; for example, Marlboro Lights are now called Marlboro Gold Pack.

Philip Morris responded to the popularity of Pall Mall, the number three brand, by pushing Marlboro Special Blends, a lower-priced cigarette.^[16]

In 2013, Philip Morris International introduced «Marlboro 2.0». The pack design was changed; the dark red was replaced with a lighter red, the «Marlboro» and Philip Morris logo became ribbed and transparent, and around 2017 a special «Smart SEAL» was introduced to keep the stored cigarettes fresh for a longer period of time.^[17][18] The Marlboro 2.0 packs are mainly available in Europe and some parts of Africa, Asia and Latin America, but not in the US, Canada and Australia (due to plain packaging) and New Zealand.

In 2015, Philip Morris announced they would introduce a «Firm Filter» to their Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol variants. Philip Morris managing director for the UK and Ireland, Martin Inkster, said that the Firm Filter technique was added to «offer quality you can feel and it is a cleaner way to stub out your cigarette».^[19]

Advertising[edit]

In the 1920s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market.^[8] To this end, the filter had a printed red band around it to hide lipstick stains, calling it «Beauty Tips to Keep the Paper from Your Lips».^[9]

The red and white package was designed by designer Frank Gianninoto. The repositioning of Marlboro as a men’s cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.^[9]

Marlboro’s market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy,^[9] later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein’s theme from The Magnificent Seven.

Over the years, Philip Morris has made many billboard, poster and magazine adverts.^[20][21][22]

Philip Morris also made various sports-related billboards, stickers and other memorabilia throughout the years, mainly promoting the Marlboro brand via its McLaren and Ferrari teams partnerships in places like Russia and Monaco.^{[23][24][25][26][27][28][29][30][31][32]}

Through licensees, Philip Morris sells various merchandising products, such as lighters, ashtrays, sunglasses and other accessories, which are sometimes given away to the target group as part of marketing promotions. In 1983, the campaign «Marlboro Adventure Team Adventure Camp» was launched, for which the participants had to apply, there was a collection of clothing and accessories.

[edit]

Formula One[edit]

Marlboro is well known for its association with motor racing. This started in the 1972 season with the sponsorship of Formula One team BRM. The first win for a Marlboro-sponsored F1 car was achieved at the 1972 Monaco Grand Prix by Jean-Pierre Beltoise driving for BRM. In 1973 and 1974, the cigarette giant backed Frank Williams Racing Cars team, whose cars were registered as Iso-Marlboro.

In the 1974 season, Marlboro became famously associated with the McLaren team, which brought it its first Constructors’ Championship and its drivers title for Emerson Fittipaldi in the first season of the partnership between McLaren and Marlboro. The team won another drivers title in 1976 for James Hunt. Following that, the partnership went through a dry patch until Ron Dennis’s Project Four Organization took over the team in 1981. Marlboro-sponsored McLaren dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the Drivers’ Championship all but one year from 1984 to 1991. After the departure of Ayrton Senna at the end of the 1993 season, Marlboro McLaren never won a race again. Marlboro ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery. McLaren was sponsored by West from the start of the 1997 season onwards. McLaren and Marlboro had the longest sponsorship deal between a team and its title sponsor in F1 history which lasted for 23 consecutive seasons (1974–1996).

Over the years, McLaren had to alter the Marlboro livery to comply with regional anti-tobacco sponsorship laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was replaced by a chevron in 1974, with a barcode in 1984 and 1985 and from 1987 to 1992 or with «McLaren» in 1986 and from 1991 to 1993 and 1994 to 1996. At the 1986 Portuguese Grand Prix, Keke Rosberg’s car was painted yellow and white rather than red and white, to advertise Marlboro Lights.

Marlboro also sponsored Scuderia Ferrari’s drivers since 1973 (the brand appeared only on helmets and suits) but only in 1984 became a minor sponsor on Ferrari’s Formula One cars. Until then, Enzo Ferrari allowed only technical suppliers brands to appear on his team cars. In 1993, Marlboro became the main sponsor, and in 1997 became the title sponsor as the team was officially renamed as «Scuderia Ferrari Marlboro». Marlboro remained Ferrari’s title sponsor until the 2011 European Grand Prix and the main sponsor until the end of the 2017 season.

Over the years, Ferrari, just like McLaren, had to alter the Marlboro livery in various ways to comply with regional anti-tobacco sponsoring laws which were in place in countries like France, the UK and later Germany. The Marlboro logo was removed completely or replaced with a white space from 2000 to 2004 (The Ferrari cars had white spaces over Marlboro occasionally in 1998 and 1999), changed to a «bar code» from 1994 to 1999 and in 2005 and 2006, or the text was removed while keeping the chevron with the driver’s name (1993) and in the team member clothing, the Marlboro logo became a white square with a red stripe above with the driver’s written name from the 1980s until 1996. The team used a special livery for the 2001 Italian Grand Prix in remembrance of the September 11 attacks in the US; both cars ran without any sponsorship livery and sported matte black nose-cones. In the 2005 Bahrain Grand Prix the cars sported black nosecones as a sign of mourning for Pope John Paul II.

In September 2005, Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This agreement came at a time when tobacco sponsorship had become wholly banned in the European Union and other major F1 teams ended their relationships with tobacco companies. In reporting the deal, F1 Racing magazine judged it to be a «black day» for the sport, putting non-tobacco funded teams at a disadvantage and discouraging other brands from entering a sport still associated with tobacco. The magazine estimated that in the period between 2005 and 2011, Ferrari received $1 billion from the agreement. Depending on the venue of races and the particular national laws, the Marlboro branding became largely subliminal in most countries.

In mid-2006, special «racing editions» of Marlboro Red were sold in the UK, with a Ferrari-inspired design, although the Ferrari name and badge were not used. In April 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, then permanently replaced with a variety of barcodes in place of it. Since then, there were calls from leading health officials, the European Commissioner for Health and influential doctors for a review of the subliminal advertising contract Marlboro has with Advertising Guerrilla and Ferrari, due to the implications of influencing the purchase of cigarettes with possible subliminal advertising, as no tobacco products can be promoted in sporting events in Europe.^[33] The Ferrari team claimed the barcode was part of the car design, not an advertising message.^[34]

The controversial barcode design was removed by Ferrari for the start of the Spanish Grand Prix in the 2010 season, but the barcode remained on drivers’ team gear.^[35] In January 2011, the Scuderia Ferrari presented a new logo for its racing team. This logo is considered by a specialised F1-website^[36] as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack.

In June 2011, Ferrari extended its collaboration with Marlboro through to the end of 2015, despite cigarette advertising being banned in the sport.^[37] The deal has been subsequently renewed for three more years, through 2018.^[38] In February 2018, Philip Morris renewed their partnership deal with Ferrari until the end of 2021. While the logo, which has been in place since 2011, has been removed on this year’s car. Before 2018 Japanese Grand Prix, Ferrari launches their revised SF71H livery featuring PMI’s Mission Winnow brand.^[39]

Marlboro had provided financial support to many racing drivers, the most illustrious of whom are Alain Prost, Ayrton Senna and Mika Häkkinen. From 1970 until the mid-1990s, the logos of the cigarettes could be present on the combinations of the drivers if they were not present on the cars. Marlboro has also sponsored many grand prix races up until 2005.^[40][41][42]

Marlboro also sponsored a multitude of other, smaller teams in Formula One. It was the main sponsor of Alfa Romeo F1 Team between 1980 and 1983, although unable to match up to its pre-war and 1950s heyday, the team only achieving one pole position, one fastest lap and four podium finishes. In 1984 the Italian clothing brand Benetton took over Alfa Romeo’s livery sponsorship, which they held until the withdrawal of Alfa Romeo from Formula One at the end of 1985. The Marlboro logo was replaced with a barcode at certain races, due to tobacco or alcohol sponsorship bans in place.

Marlboro sponsored the BMS Scuderia Italia team from 1988 until 1992, when Chesterfield became their main sponsor. The livery was very similar to the Ferrari and Alfa Romeo ones. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^[43][44][45]

Marlboro sponsored the Arrows F1 (by the time known as «Footwork») team in 1994. While Ruffles, a potato chips brand sponsored the car, Marlboro sponsored the drivers helmets.^[46][47]

Marlboro sponsored the EuroBrun team in 1988. The ER188, driven by Oscar Larrauri, Stefano Modena and Gregor Foitek, featured the Marlboro logo on the helmets of the drivers, as well as the Marlboro logo and name on the side of the cars.^[48][49]

Marlboro sponsored the Fittipaldi Automotive team in 1981. The Marlboro logo was displayed on the helmets of the drivers.^[50][51]

Marlboro sponsored the Forti F1 team in 1995 and 1996. The logo was displayed on the top side of the car, as well as on the helmets of the drivers.^[52][53][54]

Marlboro sponsored the Merzario team from 1977 until the team’s collapse in 1979. The Marlboro logo were displayed on the front, side and on the drivers helmets.^[55][56][57]

Marlboro sponsored the Minardi team in 1995. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[58][59]

Marlboro sponsored the Onyx Grand Prix team in 1989 and 1990. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode, but the Chevron logo was retained.^[60][61]

Marlboro sponsored Team Rebaque in 1979. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was removed.^{[62][63][64][65]}

Marlboro sponsored the Rial Racing team in 1988 and 1989. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets. In some races where explicit tobacco sponsoring was forbidden, the Marlboro logo was replaced with a barcode.^[66][67][68]

Marlboro sponsored the Spirit Racing team in 1983 and 1984. The Marlboro logo was displayed on the front and side of the cars and on the drivers helmets.^[69][70]

GP2[edit]

From 2005 to 2007, GP2 Series team ART Grand Prix was sponsored by Marlboro. The Marlboro logos were prominently shown on the car in the 2005 and 2006 seasons, but in 2007 the team only sponsored the brand on the rear wing.^[71][72][73] In countries where the sponsoring of tobacco was forbidden, the Marlboro logos were replaced with a barcode.^[74]

Grand Prix motorcycle racing[edit]

Marlboro entered the Grand Prix motorcycle racing in the seventies as personal sponsor of riders like Giacomo Agostini, Angel Nieto and Jarno Saarinen. In 1976, Marlboro backed Agostini’s team, who raced MV Agusta bikes with little factory support.

Since 1983, the cigarette brand sponsored the Yamaha 500 cc works team, which was managed by Agostini until 1989 and then by Kenny Roberts until 1996. During that period, the Japanese bikes won six World Championships and, as a result of their sponsorship, Marlboro decals on race replica bikes became one of the most popular decal kits that were available.

In the 1990s, Marlboro’s livery also appeared on other bikes, especially the Hondas entered by Team Pileri (from 1992 to 1995), Pons Racing (in 1993)^[75] and Erv Kanemoto’s team (in 1997 and 1998) who achieved the 1997 250 cc World Championship with Max Biaggi.

The Yamaha works team was again associated with Marlboro between 1999 and 2002.

Marlboro sponsored the Ducati Corse MotoGP team from 2003. Casey Stoner took his first MotoGP title in 2007. As of the 2009 Grand Prix motorcycle racing season they were only allowed to brand the bikes at one round, in Qatar at the Losail International Circuit, using the barcode in other races. The controversial barcode design was then removed by Ducati for the start of the French motorcycle Grand Prix in the 2010 season. In January 2011 the Ducati Team presented a new logo which was regarded as a subliminal advertisement for Marlboro, evocating the top-left corner design of a Marlboro cigarettes pack, similar to the one used by Ferrari.

In January 2018, it was speculated that Ducati would carry sponsorship by Philip Morris’ heat-not-burn brand iQOS instead, bypassing currently in-place laws that prohibit specific advertising of tobacco products.^[76]

Superbike World Championship[edit]

Marlboro sponsored the Yamaha Dealer Team from its inaugural season in 1988 to 1990.^{[77][78][79][80]}

CART/IndyCar[edit]

Marlboro sponsorship in IndyCar dates back to 1986 when the livery appeared on the Emerson Fittipaldi’s car entered by Patrick Racing. In 1990 Penske Racing hired Fittipaldi and started a 20 years-long association with Marlboro and its distinctive red and white livery. However, in the 2007 season Marlboro logos were hidden and subsequently replaced with Team Penske branding but the team retained the color scheme as Philip Morris USA was still Penske’s main sponsor (similar case to Scuderia Ferrari and Ducati MotoGP Team that had Marlboro sponsorship but both Ferrari and Ducati teams forced to hide the Marlboro logos due to anti-tobacco advertising law).

2009 was the final year of the Penske-Marlboro association.^[81]

24 Hours of Le Mans[edit]

Since their start in Formula One, Marlboro has also sponsored numerous teams and races, from Joest Racing in Group C in 1983 to Toyota at the 24 Hours of Le Mans in 1999 (despite a tobacco ban in France).

Masters of Formula 3[edit]

Marlboro sponsored the Marlboro Masters Formula Three race in Zandvoort.

World Rally Championship[edit]

Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from 1999 to 2002) and Peugeot (from 2003 to 2005). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others. Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque’s temporary WRC withdrawal at the end of 2002.

Marlboro also sponsored the cars of Emirati rally driver Mohammed bin Sulayem^[82] and has sponsored a number of rallies including the Safari Rally (between 1982 and 1990), the Rally Argentina, the Rally of Lebanon,^[83] the Jordan Rally,^[84] and the UAE Desert Challenge.^[85]

Australian touring car racing[edit]

Marlboro was the naming rights sponsor of the Holden Dealer Team from 1974 until 1984.^[86]

IMSA SportsCar[edit]

Marlboro sponsored the Italo-American IMSA SportsCar Le Mans GT team Risi Competizione since 2004 but Risi Competizione opting to invisible the Marlboro logo due to the team respecting Tobacco Master Settlement Agreement regulations and also ban of cigarette advertising in sports.

Badminton[edit]

Marlboro sponsored the Thomas and Uber Cup from 1984 to 1990, as well as the Sudirman Cup from 1991 to 1995 and 2001 to 2013.^{[87][88][89][90]}

Products[edit]

Phillip Morris markets cigarettes,^[91] snus,^[91] and HeatSticks under the Marlboro brand.^[92]

International cigarette varieties[edit]

Philip Morris International organized Marlboro products into three divisions—Flavor line, which are original red full flavor cigarettes, Gold line are former lights, and Fresh line comprises flavored cigarettes.^{[93][94][95][96][97]}

In the UK, the company sells Marlboro Red, Gold, Touch and Silver King Size. In May 2020, all brands of menthol cigarettes, including Marlboro Menthol and Marlboro Ice Blast Capsule cigarettes were banned in the European Union.

In the Philippines, Marlboro has 5 cigarette variants, Marlboro Classic (also known as Marlboro Red), Marlboro Gold (first known and well-known as Marlboro Lights), Marlboro Black Menthol (simply Marlboro Black), Marlboro Purple Fusion (or Purple Mix) and Marlboro Ice Blast (known as Marlboro Blue, a companion brand of Fortune Mint Splash in the Philippines).

Marlboro in Canada[edit]

Philip Morris sold the Canadian rights to the «Marlboro» name to Imperial Tobacco Canada in 1932. After the brand’s successful American relaunch in the 1950s – which later became well known to Canadians through exposure to the brand’s international sponsorships and advertising – Philip Morris tried several legal manoeuvres in attempting to reacquire the Canadian rights, to no avail. Imperial Tobacco continues to sell a line of cigarettes under the Marlboro name in Canada, albeit with very different packaging from that of the Philip Morris product. Philip Morris retains the rights to the «rooftop» trade dress and other elements of Marlboro’s branding which were developed after the 1932 sale and has historically used that trade dress in Canada in combination with the names «Matador» or occasionally «Maverick» for a line of Virginia blend cigarettes.^[98][99]

In 2006, Philip Morris International’s Canadian affiliate Rothmans, Benson & Hedges introduced a new product with the «rooftop» trade dress, and marked as being the «World Famous Imported Blend», but not bearing any actual brand name. This led to a legal challenge from Imperial, contending that the new packaging created customer confusion by merely suggesting the Marlboro brand, thereby infringing on Imperial’s Canadian trademark rights. Canada’s Federal Court of Appeal ruled in favor of Imperial in June 2012. The judgment noted that Canadian regulations which (in most cases) prohibit the public display of tobacco products at retail locations – i.e., customers must ask for a brand by name – exacerbated the situation, as there were now two products that customers might be referring to when asking for «Marlboro».^[98] Though PMI is expected to appeal, shortly after the ruling it began using the brand name «Rooftop» on packaging for the previously unbranded cigarettes.^[99]

Morley[edit]

Morley is a fictional brand of cigarettes whose packaging resembles Marlboro’s original packaging. The fictional brand has appeared in various television shows, films, and video games that otherwise have no apparent connection to each other. The name «Morley» is a play on «Marleys», a nickname for Marlboro cigarettes.^[100] Morleys appear at least as far back as 1960, in Alfred Hitchcock’s film Psycho. There is also a Morley Lights version, in a gold and white package (similar to Marlboro Lights), marked «Lights».^[101]

The Morley packaging is sold to production companies by The Earl Hays Press, a century-old Hollywood prop packaging service.^[102]

The reason non-brand name products like Morley cigarettes are used in film and on television goes back to the early days of television in America. Then cigarette companies often sponsored entire TV shows and advertised through product placement, but if no cigarette companies agreed to pay, producers instead used a non-brand product — no free advertising.^[103] This concept was later expanded to most TV shows, films, video games and other media.

See also[edit]

• Marlboro Friday

References[edit]

External links[edit]

• Official website

У этого термина существуют и другие значения, см. Мальборо.

«Ма́льборо» (англ. Marlboro) — марка сигарет, выпускаемая компанией Philip Morris International с 1924 года.

Marlboro — одна из самых известных марок сигарет в мире благодаря мощной рекламной кампании и значительным спонсорским вложениям в автоспорт (в частности, финансовой поддержке с 1997 года команды «Формулы-1» Ferrari^[1]).

История

Сорта сигарет «Мальборо» (по состоянию на 2012 год)

Название сорта	Упаковка	Содержание смолы, мг/сигарета	Содержание никотина, мг/сигарета
Marlboro Filters	Стандартного размера, красно-белая	9	0,7
Marlboro Medium	Стандартного размера, темно-красная с белым с узкой серебристой полоской	8	0,6
Marlboro Lights	Стандартного размера, белая с красной полоской	6	0,5
Marlboro Crisp Mint	Стандартного размера, серебристо-синяя	6	0,5
Marlboro Fresh Mint	Стандартного размера, серебристо-зелёная	6	0,5
Marlboro Ultra Lights	Стандартного размера, бело-серебристая	4	0,4
Marlboro Filter Plus	Стандартная в ширину, немного длиннее, с особой скользящей крышкой, бело-красная	3	0,2
Marlboro Filter Plus One	Стандартная в ширину, немного длиннее, с особой скользящей крышкой, бело-красная	1	0,1
Marlboro Gold Edge	Супер тонкая, стандартной высоты, чёрная (сигареты тонкие)	4	0,3
Marlboro Gold Touch	Тонкая, стандартной высоты, чёрная	6	0,5
Marlboro Gold Touch Fine	Тонкая, стандартной высоты, белая	4	0,4
Marlboro Gold Original	Стандартная, стандартной высоты, белая	6	0,5
Marlboro Ice Boost	Стандартная, стандартной высоты, чёрно-синяя, с особой капсулой свежести	7	0,5
Marlboro ClearTaste 6	Стандартного размера, белая с синей галочкой	6	0,6
Marlboro ClearTaste 4	Стандартного размера, белая с серебристой галочкой	4	0,4
Marlboro ClearTaste Touch 6	Тонкая, стандартная в высоту, темно-синяя с серебристой галочкой	6	0,5
Marlboro Clear Taste Touch 4	Тонкая, стандартная в высоту, голубая с серебристой галочкой	4	0,4
Marlboro Clear Taste Micro 4	Супер тонкая, стандартная в высоту, серебристая с белой галочкой	4	0,3

Отражение в культуре

Музыка

• Упоминаются в песне Fort Minor «Cigarettes»:

Let me tell you something that I realized tonight\ My hip hop radio is like Marlboro Lights

• Упоминаются в песне Mylene Farmer «California»

Et m’envoyer en Amerique Sex appeal, c’est Sunset C’est Marlboro qui me sourit

• Упоминаются в песне Серега — «Вторжение» [Grand Theft Auto 4 Soundtrack]

Там это не тут!
КозаНостра не братва!
Рублёвка не Голливуд!
LC не Москва!
Джин не водка,
А «Мальборо» не «Беломор»!
Все будет чётко −
Надо лишь остаться целому!

• Упоминаются в песне Damian Marley ft Cypress Hill — «Ganja Bus»

Believe me though, death upon your Marlboro

• Упоминаются в песне ST & Marselle — В твоём доме

Мои Стихи рождаются в дыму Мальборо Lights

• Упоминаются в песне Bloc Party — Song for Clay (disappear here)

Feasting on sleeping pills and Marlboro Reds

• Упоминаются в куплетах Guf’a в треках Баста — Ходим по краю (feat. Guf) и Guf — ZM (feat. Принцип)

Красная Marlboro, Аква-Минерале,
Молчание, пламя, вроде поправило

И в куплете Басты в треке Баста — Ходим по краю (feat. Guf)

Красная Marlboro или Camel бывало курили Донской табак или Нашу марку
Те кто знают, что когда тебя поправило
Плевать на детали просто давай табак и пламя

• Буквы M A R L B O R O набиты на пальцах у гитариста американской метал-группы Avenged Sevenfold Синистера Гейтса (англ. Synyster Gates).

• Упоминается в песне Михаила Шуфутинского — Выйду я на палубу

Выйду я на палубу, Просто так на палубу,
Сигарету «Мальборо» Прилеплю к губе.
И того не ведая, Что себе на пагубу,
Легкою походкою Подойду к тебе.
Сигарету «Мальборо» Брошу недокуренной
И начну про шторм травить
И про паруса.
И вздохну: «Ах, девушка,
Ну зачем Вы хмурите
Ваши несравненные, Чудные глаза?»

Источник: http://russhanson.org/text/shufutinskiy/viydu_ya_na_palubu.html

Кинематограф

• Комедийный актёр Юрий Тимошенко (Тарапунька) очень любил курить сигареты «Мальборо».
• В 1976 г., по заказу Британской телекомпании Thames Television был снят и показан фильм «Смерть на Западе», рассказывающий о наиболее успешной в истории рекламной кампании, «Человек Мальборо». Вскоре после показа этого фильма производитель сигарет Marlboro компания Phillip Morris подала в суд на Thames Television. В 1979 г. после того как было вынесено решение суда, так и не преданное огласкe, все копии этого фильма были изъяты и уничтожены. В 1981 г. профессору Stanton A. Glantz удалось найти копию этого фильма. В 1982 г. телекомпания KRON в Сан-Франциско показала его. С тех пор эта картина демонстрировалась во всем мире.^{[источник не указан 564 дня]}
• Нетрадиционный для советских кинофильмов продакт-плейсмент этой марки можно увидеть в фильмах Леонида Гайдая «Иван Васильевич меняет профессию» и «Спортлото-82», а также в «Служебном романе» Эльдара Рязанова. В сериале «Следствие ведут ЗнаТоКи» (серия «Дело № 4 „Повинную голову…“») директор ресторана Кудряшов (Леонид Броневой) на допросе курит «Мальборо». Также сигареты можно увидеть в кинокомедии «Комедия давно минувших дней», там их курил Остап Бендер.
• Главная героиня сериала «Секс в большом городе» Кэрри Брэдшоу курит сигареты марки «Мальборо».
• Цельнометаллическая оболочка
• В аниме-фильме Cowboy Bebop: The Movie главные персонажи также курят сигареты Marlboro.
• В фильме «Харли Дэвидсон и Ковбой Мальборо» один из главных персонажей — прямая отсылка к продукции фирмы.
• В «Ералаше» сигареты этой марки можно увидеть в сюжетах: «Визит инспектора», «Трудное детство», «Минздрав предупреждает» и «Знакомство». Также сигареты встречаются и в «Фитиле», в сюжетах «Отцы и дети», «Прогноз по заказу», «Хороший хозяин», «Покупка».
• В телевизионном сериале «Улицы разбитых фонарей», в серии «Страховочный вариант», знакомый Казанцева, Синицин Марк Сергеевич, покупает в ларьке блок «Мальборо».
• В фильме «Жмурки» бандиты также курят «Мальборо».
• В сериале «Маски-шоу» 1992 года на дереве растут сигареты «Мальборо».
• В фильме «Выстрел в гробу», эти сигареты курил агент Степан Суббота.
• В фильме «Бойцовский Клуб», эти сигареты курит героиня Марла.
• В фильме «Высоцкий. Спасибо, что живой» главный герой (Владимир Высоцкий) курит сигареты «Мальборо»; в финальных сценах этого фильма Высоцкий пишет стих на обратной стороне порванной пачки сигарет этой марки.
• В музыкальном фильме Александра Подольского «Владимирский централ», в клипе на песню «Светочка», бандиты в ресторане курят «Мальборо»
• В телесериале «Бригада», персонажи: Космос Холмогоров, Саша Белый и опер Володя Каверин, курили сигареты этой марки.
• в советском фильме «Родня», работники ресторана курили сигареты этой марки
• В сериале X-Files (секретные материалы) герой «Курильщик» курит сигареты «Morley»; дизайн пачки напоминает «Мальборо».
• В Сериале Блудливая Калифорния, главный герой — Хэнк Муди курит сигареты марки «Мальборо».
• В советском фильме Эльдара Рязанова «Дорогая Елена Сергеевна», один из главных героев курил красный «Мальборо».

Компьютерные игры

• В игре Mafia: The City of Lost Heaven главный герой Томми Анджело курит сигареты марки «Мальборо».
• В игре Afterfall: Insanity можно найти на некоторых столах в домах сигареты марки «Мальборо».

Прочее

• На эмблеме сигарет помещено латинское выражение Veni vidi vici, автором которого является Юлий Цезарь.
• В клипе Милен Фармер California, они проезжают мимо баннера с изображением Marlboro

Примечания

Ссылки

	Marlboro на Викискладе?

• Philip Morris International
• Всё самое интересное про Мальборо. Любительский блог
• Официальный сайт Мальборо; доступ только для совершеннолетних после регистрации
• Участник рекламной кампании «Человек Мальборо» Уэйн Макларен

Altria Group
Alpine • Basic • Best • Bristol • Bucks • Cambridge • Chesterfield • Classic • Collector’s Choice • Commander • Drina • Elita • English Ovals • F6 • Lark • Long Beach • L&M • Marlboro • Merit • Morava • Next • Parliament • Philip Morris International • Players • Saratoga • Sparta • Start • Sampoerna (a brand of Indonesian kreteks) • Virginia Slims

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<>

Marlboro

существительное

мн.
marlboros

Marlboro

м.р.

A pack of Marlboro brand cigarettes sells for under $2.50 in Russia, one of the cheapest tobacco retailers around.

Пачка сигарет Marlboro стоит в России, считающейся одним из самых дешевых табачных рынков в мире, меньше 2,5 доллара.

Словосочетания (5)

1. Harley davidson and the marlboro man — Харлей Дэвидсон и Ковбой Мальборо
2. Marlboro County — округ Мальборо
3. Marlboro light — Marlboro Lights
4. Upper Marlboro — Аппер-Мальборо
5. Marlboro Classics — Marlboro Classics

Контексты

A pack of Marlboro brand cigarettes sells for under $2.50 in Russia, one of the cheapest tobacco retailers around.
Пачка сигарет Marlboro стоит в России, считающейся одним из самых дешевых табачных рынков в мире, меньше 2,5 доллара.

This is from Marlboro country.
Это из страны Мальборо.

We have to ask, is that just a private citizen who really loves Marlboro cigarettes and they’ve gone to the trouble of making a video, or is there a marketing company involved?
Возникает вопрос — действительно ли это дело рук рядового гражданина, который настолько любит сигареты Marlboro, что не пожалел сил и времени и сделал видеоролик, или же за этим стоит рекламная компания?

It’s a bright Cabernet, redolent of burnt hair and, uh, Marlboro Lights.
Это прекрасное Каберне, благоухающее палёными волосами и, эмм, Мальборо Лайтс.

That Bruce Wayne’s (a.k.a. Batman’s) butler is named Alfred rose from 137th to 101st in rank of questions answered correctly; that Marlboro was the first cigarette with a flip-top box is twice as known today as it was in 1980; and that a short pleated skirt worn by Scottish men is called a “kilt” danced up to 25th in 2012 from 79th in 1980.
Так, например, знание о том, что дворецкого Брюса Уэйна (он же Бэтмен) зовут Альфред, поднялось с 137 места на 101 в рейтинге вопросов, на которые были даны правильные ответы; сегодня в два раза больше студентов, чем в 1980 году, знают о том, что фирма Marlboro впервые стала использовать пачки для сигарет с открывающимся верхом; а информированность относительно того, что юбка в складку шотландцев называется «килт», вознеслась на 25 место с 79 места в 1980 году.

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marlboro — перевод на русский

Показать ещё примеры для «мальборо»…

Welcome to where the money is…

По общепринятой версии, название сигарет «Marlboro», впервые запущенных на американский рынок в 1924 году, – это производное от английского слова «Marlborough» («marl» переводится как известковая глина, а «borough» – городок).

Хотя к моменту создания марки компания Philip Morris полностью контролировалась американцами, большинство специалистов сходятся на том, что сигареты были названы в честь старинного британского дворянского рода Мальборо (Marlborough). Его основателем, первым герцогом Мальборо, был английский генерал Джон Черчилль (1650–1722). Среди его потомков, кстати, были такие известные личности, как премьер-министр Уинстон Черчилль и леди Диана Спенсер, принцесса Уэльсская.

Есть версия, что сигареты могли получить свое название и в честь самих земель Мальборо, наместником и герцогом которых генерал Джон Черчилль стал в 1688 году за особые заслуги перед мятежным принцем Вильямом Оранским. Город Мальборо существует и поныне – в графстве Уилтшир на юге Англии. Основанный в конце XII века, он был достаточно значимым и во времена правления римлян, и в эпоху нормандских завоеваний. Но самое главное, чем он известен по всему миру, так это тем, что здесь, как считается, был похоронен волшебник Мерлин, наставник и соратник легендарного короля Артура.

Впрочем, в США также есть город под названием Мальборо (пишется тоже как «Marlborough») в штате Массачусетс. Ничем особенным он не славен. Разве что в городе в 1909 году видели НЛО… И там вполне мог родиться (учиться, жениться и прочее) кто-нибудь из руководства компании Philip Morris. Так что сигареты «Marlboro» могут иметь не «благородные» британские корни, а довольно прозаические массачусетские. Теперь, по прошествии 80 лет после запуска марки, доподлинно происхождение имени уже никому не известно.

Сначала была женщина

Когда в 1924 году сигареты «Marlboro» впервые появились на рынке США, они позиционировались как дамские сигареты. Пачка была белоснежной, с витиеватыми надписями. На бумажный мундштук была наклеена красная полоса, сделанная специально для того, чтобы скрыть непривлекательный след от губной помады. Реклама «Marlboro» тех лет представляла публике утонченную светскую львицу, изысканно держащую сигарету кончиками пальцев. Слоган на постерах провозглашал: «Мягкие, как май». «Marlboro ездят в лимузинах и посещают бридж-вечеринки, покоясь в женских сумочках» – говорила реклама.

В те времена сама идея создать сигаретную марку, которую будут покупать исключительно женщины, была безумной. Среди большей части населения Штатов женское курение расценивалось примерно так же, как сегодня курение среди восьмилетних. 1920-е годы – это время суфражисток, женщин-борцов за всеобщее избирательное право, и вопрос равноправия был очень актуален – молодые леди желали иметь всё, чем располагали мужчины, в том числе и возможность курить табак. Тем не менее в торговом отношении запуск чисто женских «Marlboro» оказался не слишком успешным. Популярность марки была достаточной, чтобы держаться на плаву, но не более того.

К концу 1940-х доля «Marlboro» на американском рынке составляла меньше процента. Чтобы выйти из трудного положения, компания Philip Morris решила полностью изменить стратегию, переориентировав марку на потребителей-мужчин. Правда, утонченная леди еще один единственный раз все же вернется в рекламу «Marlboro».

В 1957 году Reader’s Digest опубликует свою историческую статью о вреде курения, открывшую эпоху гонений на табачные компании. «Благодаря» этой публикации продажи «Marlboro» резко снизятся – в первый раз в истории марки. С целью подстегнуть спрос Philip Morris пригласит для рекламы суперпопулярную в то время певицу Джули Лондон.

Она стала моделью для плакатов и телевизионных роликов, в которых пела незамысловатую песенку о «Marlboro». «Вам очень многое понравится в Marlboro» – звучало в припеве. Реклама с мисс Лондон шла параллельно с основной кампанией – легендарным ковбоем Мальборо. И длилось это очень недолго.

Американцы оправились от первого шока, произведенного статьей Reader’s Digest (для них она, действительно, была откровением), кризис с продажами миновал. И маркетологи компании Philip Morris справедливо рассудили, что в рекламе, специально нацеленной на слабый пол, «Marlboro» не нуждается – и без того женщины курили значительно больше эту марку, чем какие-либо другие сигареты.

источник

Эта статья о марке сигарет производства Altria (Philip Morris). Для использования в других целях см. Мальборо (значения).

Мальборо

Тип продукта	Сигарета
Владелец	Альтрия Филип Моррис Интернэшнл
Произведено	Филип Моррис США (НАС) Филип Моррис Интернэшнл (за пределами США)
Страна	Соединенные Штаты
Введено	1924; 96 лет назад
Рынки	Увидеть Рынки
Слоган	«Мягкое, как май», «Иди туда, где есть аромат. Иди в страну Мальборо» (1966) [1], «Мальборо может понравиться тебе», «Ты решишь»
Интернет сайт	marlboro.com

Мальборо (,^[2][3] )^[4] американский бренд сигареты, в настоящее время принадлежит и производится Филип Моррис США (филиал Альтрия ) в Соединенных Штатах и Филип Моррис Интернэшнл (теперь отдельно от Altria) за пределами США. Ричмонд, Вирджиния, является местонахождением крупнейшего завода по производству сигарет Marlboro. Marlboro — самая продаваемая марка сигарет в мире с 1972 года.^[5] По состоянию на 2017 год Marlboro занимала 40% рынка США, что больше, чем у следующих семи брендов вместе взятых.^[6]

История

В 1846 году британский табачный магазин Филип Моррис открыл магазин на Бонд-стрит, Лондон, Великобритания, продажа табака и свернутых сигарет. После его смерти от рака в 1873 году его брат Леопольд и вдова Маргарет продолжили бизнес, расширив его и открыв фабрику на Грейт-Мальборо-стрит в Лондоне.^[7] В то время компания называлась Phillip Morris Companies Inc., поэтому владельцы выбрали простое название для сигареты: Marlboro.

Филип Моррис открыл Нью-Йорк дочерняя компания в 1902 году по продаже многих своих марок сигарет. Отметка «Мальборо» была зарегистрирована в США в 1908 году, хотя сигареты под этим названием не продавались до 1923 года. В 1924 году бренд был запущен. Сначала они продавались как «роскошные сигареты Америки» и продавались в основном в отелях и на курортах.^[8]

Примерно в 1930-х годах ее начали рекламировать как женские сигареты под слоганом «Мягкое, как май». Название было взято из улица в Лондон где располагалась британская фабрика Philip Morris.^[9] Однако уже в 1885 году бренд под названием «Мальборо» уже позиционировался как «женский любимец». Филип Моррис И Ко.^[10]

В 1930-х годах реклама сигарет основывалась в первую очередь на том, насколько женственной была сигарета с фильтром, в попытке привлечь внимание массового рынка.^[11] Для этого на фильтре была напечатана красная полоса вокруг него, чтобы скрыть пятна от губной помады, она называлась «Советы по красоте, чтобы бумага не попала на губы».^[12]

Незадолго до Вторая Мировая Война, продажи бренда остались на уровне менее 1% от продаж табака в США и на короткое время были сняты с рынка. После войны, Верблюд, Удачный выстрел, и Честерфилд были единственными обычными сигаретами.

После ученых опубликовал крупное исследование связь курения с рак легких в 1950-х годах Филип Моррис перемещен Marlboro как мужская сигарета, чтобы соответствовать рыночной нише мужчин, обеспокоенных раком легких. В то время сигареты с фильтром считались более безопасными, чем сигареты без фильтра, но до этого времени продавались только женщинам. Мужчины в то время указали, что, хотя они рассматривали возможность перехода на сигареты с фильтром, они были обеспокоены тем, что их увидят курящими сигареты, предназначенные для женщин.^[12]

Частично увеличение доли Marlboro на рынке было связано с его способностью производить «более мягкие, ароматные, более сладкие и менее жесткие» сигареты путем добавления аммиак к табаку. Дальнейшее использование диаммонийфосфат позволил Мальборо бесплатная база никотин в табаке, что обеспечивает более эффективную доставку. Мальборо держал этот процесс в секрете в течение многих лет, так как использование бесплатного базирования — это тот же процесс, который используется для производства крэк-кокаина из обычного кокаина. Некоторые эксперты назвали продукт, который продавал Marlboro, «крэк-табаком».^[13]

В конце 1960-х были представлены Marlboro «Longhorn 100’s». Хотя они были обозначены золотым цветом, это были полноценные сигареты, а не лампы.^[14] В 1972 году Marlboro стал самым продаваемым табачным брендом в мире.^[15][16]

Во исполнение постановления суда 2006 г. Соединенные Штаты против Philip Morris USA, Inc. и др.,^[17] Philip Morris (и все другие производители сигарет) теперь не могут использовать такие слова, как «Lights», «Ultra-Lights», «Medium», «Mild» или любое подобное обозначение, которое может создать впечатление более безопасного, чем обычный полный ароматизированные сигареты. Таким образом, Marlboro и другие производители сигарет вместо этого используют только цветовую кодировку; например, Marlboro Lights теперь называется Marlboro Gold Pack.

Филип Моррис отреагировал на популярность Pall Mall, бренд номер три, продавая более дешевые сигареты Marlboro Special Blends.^[18]

В 2013 году Philip Morris International представила «Мальборо 2.0». Изменен дизайн упаковки; темно-красный был заменен на светло-красный, логотип «Marlboro» и Philip Morris стал ребристым и прозрачным, а примерно в 2017 г. «SmartSEAL» был введен, чтобы хранить хранящиеся сигареты свежими в течение более длительного периода времени.^[5][19] Пакеты Marlboro 2.0 в основном доступны в Европа и некоторые части Африка, Азия и Латинская Америка, но не в Соединенные Штаты, Канада, Австралия (из-за простая упаковка ), и Новая Зеландия.

В 2015 году Philip Morris объявила, что представит «твердый фильтр» для своих вариантов Marlboro Red, Gold, Silver Blue, Ice Blast и White Menthol. Управляющий директор Philip Morris в Соединенном Королевстве и Ирландии Мартин Инкстер сказал, что методика Firm Filter была добавлена, чтобы «предложить качество, которое вы можете почувствовать, и это более чистый способ потушить сигарету».^[20]

Реклама

В 1920-х годах реклама сигарет основывалась в первую очередь на том, насколько женственны были сигареты с фильтром, в попытке привлечь внимание массового рынка.^[11] Для этого на фильтре была напечатана красная полоса вокруг него, чтобы скрыть пятна от губной помады, она называлась «Советы по красоте, чтобы бумага не попала на губы».^[12]

Красно-белая упаковка разработана дизайнером. Фрэнк Джанниното. Репозиционирование Marlboro как мужской сигареты было осуществлено чикагским рекламодателем. Лео Бернетт. Предлагаемая кампания заключалась в том, чтобы представить ряд мужественных фигур: капитаны дальнего плавания, штангисты, военные корреспонденты, строительные рабочие и т. Д. Ковбой должен был стать первым в этой серии. Хотя компания Philip Morris была обеспокоена кампанией, в конце концов они дали зеленый свет.^[12]

Доля рынка Marlboro выросла с менее чем одного процента до четвертого самого продаваемого бренда. Это убедило Филиппа Морриса отказаться от мужских фигур и остаться с ковбоем.^[12] позже известный как Мальборо Человек. С 1963 года в телевизионной рекламе использовались Элмер Бернштейн тема из Великолепная семерка.

За прошедшие годы Philip Morris сделала множество рекламных щитов, плакатов и журналов.^[21][22][23]

На протяжении многих лет Philip Morris также создавала различные рекламные щиты, наклейки и другие памятные вещи, связанные со спортом, в основном продвигая бренд Marlboro через партнерские отношения с командами McLaren и Ferrari в таких местах, как Россия и Монако.^{[24][25][26][27][28][29][30][31][32][33]}

Через лицензиатов Philip Morris продает различные товары для мерчандайзинга, такие как зажигалки, пепельницы, солнцезащитные очки и другие аксессуары, которые иногда раздаются целевой группе в рамках маркетинговых акций. В 1983 году стартовала кампания «Marlboro Adventure Team Adventure Camp», на которую участники должны были подать заявку, была коллекция одежды и аксессуаров.

Формула один

Мальборо хорошо известен своей связью с мотогонки. Это началось в 1972 сезон при спонсорстве Формула один команда BRM. Первая победа болида F1, спонсируемого Marlboro, была достигнута на 1972 Гран-при Монако к Жан-Пьер Бельтуаз за рулем BRM. В 1973 и 1974, сигаретный гигант поддержал Фрэнк Уильямс Гоночные Машины команда, машины которой зарегистрированы как Изо-Мальборо.

в 1974 сезон Мальборо стал известен как Макларен команда, которая принесла ему свой первый чемпионат конструкторов и титул пилотов за Эмерсон Фиттипальди в первом сезоне партнерства McLaren и Marlboro. Команда выиграла очередной титул пилотов в 1976 за Джеймс Хант. После этого партнерство пережило сухой период, пока Рон Деннис Организация Project Four взяла на себя руководство командой в 1981. McLaren, спонсируемый Marlboro, доминировал в Формуле-1 на протяжении большей части 1980-х и начала 1990-х годов. Ники Лауда, Ален Прост и Айртон Сенна между ними выиграли чемпионат пилотов почти через год 1984 к 1991. После ухода Айртона Сенны в конце 1993 В сезоне Marlboro McLaren больше никогда не выигрывал гонку. Marlboro прекратили спонсирование команды в 1996, которым завершилась знаменитая красно-белая ливрея McLaren. McLaren спонсировалась Запад с самого начала 1997 сезон и далее. У McLaren и Marlboro была самая длительная спонсорская сделка между командой и ее титульным спонсором в истории Формулы 1, которая длилась 23 сезона подряд (1974 –1996 ).

За прошедшие годы McLaren пришлось изменить ливрею Marlboro, чтобы соответствовать региональным законам о антитабачном спонсорстве, которые действовали в таких странах, как Франция, то объединенное Королевство и позже Германия. Логотип Marlboro был заменен шевроном в 1974, со штрих-кодом в 1984 и 1985 и из 1987 к 1992 или с «Макларен» в 1986 и из 1991 к 1993 и 1994 к 1996. На 1986 Гран-при Португалии, Кеке Росберг Автомобиль был выкрашен в желтый и белый, а не в красный и белый цвета, чтобы рекламировать Marlboro Lights.

Мальборо также спонсировал Скудерия Феррари водители с 1973 (бренд появлялся только на шлемах и костюмах), но только в 1984 стал второстепенным спонсором Ferrari Машины Формулы-1. До тех пор, Энцо Феррари разрешил использовать только бренды технических поставщиков на автомобилях своей команды. В 1993, Marlboro стал главным спонсором, а в 1997 стал титульным спонсором, так как команда была официально переименована в «Скудерия Феррари Мальборо». Мальборо оставался титульным спонсором Ferrari до Гран-при Европы 2011 и главный спонсор до конца 2017 время года.

На протяжении многих лет Ferrari, как и McLaren, приходилось изменять ливрею Marlboro различными способами, чтобы соответствовать региональным антитабачным законам, действующим в таких странах, как Франция, то объединенное Королевство и позже Германия. Логотип Marlboro был полностью удален или заменен белым пространством из 2000 к 2004 (У автомобилей Ferrari были белые пятна над Мальборо, иногда в 1998 и 1999 ), измененный на «штрих-код» из 1994 до 1999 г. и в 2005 и 2006, либо текст был удален с сохранением шеврона с именем водителя (1993 ), а на одежде членов команды логотип Marlboro превратился в белый квадрат с красной полосой вверху с письменным именем водителя с 1980-х годов до 1996. Команда использовала особую ливрею для 2001 Гран-при Италии в память о 11 сентября нападения В Соединенных Штатах; Обе машины были без какой-либо спонсорской ливреи и имели матовые черные носовые обтекатели. в 2005 Гран-при Бахрейна у машин были черные носовые обтекатели в знак траура по Папа Иоанн Павел II.

В сентябре 2005 года Ferrari подписала соглашение о продлении своего спонсорского соглашения с Marlboro до 2011 года. Это соглашение было заключено в то время, когда спонсорство табака было полностью запрещено в США. Европейский Союз, и другие крупные команды F1 разорвали отношения с табачными компаниями. Сообщая о сделке, F1 гонки журнал посчитал это «черным днем» для спорта, поставив команды, не финансируемые табаком, в невыгодное положение и отговорив другие бренды от участия в спорте, который все еще ассоциируется с табаком. По оценкам журнала, в период с 2005 по 2011 год Ferrari получила от соглашения 1 миллиард долларов. В зависимости от места проведения гонок и конкретных национальных законов, в большинстве стран брендинг Marlboro стал в значительной степени подсознательным.

В середине 2006 года в Великобритании были проданы специальные «гоночные версии» Marlboro Red, дизайн которых вдохновлен Ferrari, хотя название и значок Ferrari не использовались. В апреле 2008 года Marlboro в последний раз продемонстрировала явный автомобильный брендинг на Ferrari, а затем навсегда заменила его различными штрих-кодами. С тех пор поступили звонки от ведущих чиновников здравоохранения, Европейский комиссар по здравоохранению и влиятельные врачи для обзора рекламного контракта на подсознание, который Marlboro имеет с Advertising Guerrilla и Феррари, из-за влияния на покупку сигарет с возможным подсознательным Реклама, поскольку табачные изделия нельзя рекламировать на спортивных мероприятиях в Европе.^[34] Команда Ferrari утверждала, что штрих-код был частью дизайна автомобиля, а не рекламным посланием.^[35]

Спорный дизайн штрих-кода был удален Ferrari для начала Гран-при Испании в 2010 сезон, но штрих-код остался на экипировке пилотов.^[36] В январе 2011 года Scuderia Ferrari представила новый логотип своей гоночной команды. Этот логотип рассматривается на специализированном сайте F1.^[37] как подсознательная реклама Marlboro, напоминающая о дизайне пачки сигарет Marlboro в верхнем левом углу.

В июне 2011 года Ferrari расширила сотрудничество с Marlboro до конца 2015 года, несмотря на запрет рекламы сигарет в этом виде спорта.^[38] Впоследствии сделка была продлена еще на три года, до 2018 года.^[39] В феврале 2018 года Филип Моррис продлил свое партнерское соглашение с Ferrari до конца 2021 года. В то время как логотип, который использовался с 2011 года, был удален с автомобиля в этом году. Перед Гран-при Японии 2018, Ferrari выпускает пересмотренный SF71H ливрея с изображением бренда PMI Mission Winnow.^[40]

Мальборо оказал финансовую поддержку многим автогонщикам, самые знаменитые из которых Ален Прост, Айртон Сенна и Мика Хаккинен. С 1970 до середины 1990-х годов логотипы сигарет могли присутствовать на комбинациях водителей, если их не было на автомобилях. Marlboro также спонсировал многие гонки Гран-при вплоть до 2005 года.^[41][42][43]

Мальборо также спонсировал множество других, более мелких команд Формулы-1. Он был главным спонсором Команда Альфа Ромео F1 между 1980 и 1983, хотя и не могла сравниться с довоенным периодом расцвета 1950-х годов, команда достигла только одного поул-позиции, одного самого быстрого круга и четырех подиумов. В 1984 итальянский бренд одежды Benetton взяли на себя спонсорство ливреи Alfa Romeo, которое они сохраняли до ухода Alfa Romeo из Формулы-1 в конце 1985. На некоторых гонках логотип Marlboro был заменен штрих-кодом из-за запрета на спонсорство табака или алкоголя.

Marlboro спонсировал BMS Scuderia Italia команда из 1988 до тех пор 1992, когда Честерфилд стал их главным спонсором. Ливрея была очень похожа на Ferrari и Alfa Romeo. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей. На некоторых гонках, где явное спонсирование табака было запрещено, логотип Marlboro был удален.^{[44][45][46][47]}

Marlboro спонсировал Стрелки F1 (к тому времени, когда «Footwork») команда в 1994. В то время как Оборками, а картофельные чипсы бренд спонсировал автомобиль, Marlboro спонсировал шлемы водителей.^[48][49]

Marlboro спонсировал EuroBrun команда в 1988. В ER188, обусловлен Оскар Ларраури, Стефано Модена и Грегор Фойтек, был изображен логотип Marlboro на шлемах водителей, а также логотип и название Marlboro на бортах автомобилей.^[50][51]

Marlboro спонсировал Fittipaldi Automotive команда в 1981. Логотип Marlboro был нанесен на шлемы водителей.^[52][53]

Marlboro спонсировал Форти F1 команда в 1995 и 1996. Логотип был размещен на верхней части автомобиля, а также на шлемах водителей.^[54][55][56]

Marlboro спонсировал Мерцарио команда из 1977 пока команда не развалится 1979. Логотип Marlboro отображался спереди, сбоку и на шлемах водителей.^[57][58][59]

Marlboro спонсировал Minardi команда в 1995. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей. На некоторых гонках, где явное спонсирование табака было запрещено, логотип Marlboro был заменен штрих-кодом.^[60][61]

Marlboro спонсировал Гран-при Оникса команда в 1989 и 1990. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей. В некоторых гонках, где явное спонсирование табака было запрещено, логотип Marlboro был заменен штрих-кодом, но логотип Chevron был сохранен.^[62][63]

Marlboro спонсируется Команда Ребака в 1979. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей. На некоторых гонках, где явное спонсирование табака было запрещено, логотип Marlboro был удален.^{[64][65][66][67]}

Marlboro спонсировал Риал Гонки команда в 1988 и 1989. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей. На некоторых гонках, где явное спонсирование табака было запрещено, логотип Marlboro был заменен штрих-кодом.^[68][69][70]

Marlboro спонсировал Spirit Racing команда в 1983 и 1984. Логотип Marlboro был размещен на передней и боковой части автомобилей, а также на шлемах водителей.^[71][72]

GP2

С 2005 по 2007 гг. Серия GP2 команда АРТ Гран-при был спонсирован Marlboro. Логотип Marlboro был на видном месте на автомобиле в 2005 и Сезоны 2006 года, но в 2007 году команда спонсировала бренд только на заднем крыле.^[73][74][75] В странах, где спонсирование табака было запрещено, логотипы Marlboro были заменены штрих-кодом.^[76]

Гран-при мотогонок

Мальборо вошел в Гран-при мотогонок в семидесятых годах в качестве личного спонсора гонщиков, таких как Джакомо Агостини, Анхель Ньето и Ярно Сааринен. В 1976, Мальборо поддержал команду Агостини, которая выступала М. В. Агуста велосипеды с небольшой заводской поддержкой.

С 1983, бренд сигарет спонсировал Ямаха Заводская команда объемом 500 куб.см, которой до 1989 года руководил Агостини, а затем Кенни Робертс до 1996 года. В течение этого периода японские мотоциклисты выиграли шесть чемпионатов мира и, в результате их спонсорства, наклейки Marlboro на реплика гонки велосипеды стали одними из самых популярных доступных наборов наклеек.

В 1990-х годах ливрея Мальборо появилась и на других байках, особенно на модели. Honda вступил в Команда Пилери (с 1992 по 1995 год), Pons Racing (в 1993 )^[77] и Эрв Канемото команда (в 1997 и 1998 годах), которая выиграла чемпионат мира 250 куб. Макс Бьяджи.

В Заводская команда Yamaha снова был связан с Мальборо между 1999 и 2002.

Marlboro спонсировал Ducati Corse MotoGP команда из 2003. Кейси Стоунер завоевал свой первый титул MotoGP в 2007. По состоянию на Сезон мотогонок Гран-при 2009 им разрешили маркировать велосипеды только за один раунд, в Катар на Международный автодром Лосаил, используя штрих-код в других гонках. Спорный дизайн штрих-кода был затем удален Ducati для начала Гран-при французских мотоциклов в 2010 сезон. В январе 2011 года команда Ducati представила новый логотип, который был расценен как подсознательная реклама Marlboro, напоминающая о дизайне пачки сигарет Marlboro в верхнем левом углу, похожем на тот, который используется в Ferrari.

В январе 2018 года предполагалось, что Ducati будет спонсировать бренд Philip Morris, не сжигающий тепло. iQOS вместо этого, в обход действующих в настоящее время законов, запрещающих конкретную рекламу табачных изделий.^[78]

Чемпионат мира по супербайку

Компания Marlboro спонсировала дилерскую команду Yamaha с первого сезона с 1988 по 1990 год.^{[79][80][81][82]}

КОРЗИНА / IndyCar

Спонсорство Marlboro в IndyCar датируется 1986 когда ливрея появилась на Эмерсон Фиттипальди в машину заехал Патрик Расинг. В 1990 Penske Racing нанял Фиттипальди и начал 20-летнее сотрудничество с Marlboro и его характерной красно-белой ливреей. Однако в 2007 сезон Логотипы Marlboro были скрыты и впоследствии заменены на Команда Пенске брендинг, но команда сохранила цветовую схему, поскольку Philip Morris USA по-прежнему являлась основным спонсором Penske (аналогичный случай с Скудерия Феррари и Команда Ducati MotoGP при спонсорской поддержке Marlboro, но команды Ferrari и Ducati были вынуждены скрыть логотипы Marlboro из-за закона о антитабачной рекламе).

2009 был заключительным годом ассоциации Penske-Marlboro.^[83]

24 часа Ле-Мана

С момента их начала в Формула один, Marlboro также спонсировал многочисленные команды и гонки из Joest Racing в Группа C в 1983 г. Toyota на 24 часа Ле-Мана в 1999 (несмотря на запрет табака в Франция ).

Мастера Формулы 3

Marlboro спонсировал Мальборо Мастерс Формула 3 гонка в Зандвоорт.

Чемпионат мира по ралли

Мальборо имеет долгую историю в сплочение спонсорство, в том числе завод Чемпионат мира по ралли команды Lancia (между 1972 и 1974 гг.), Mitsubishi (из 1999 к 2002 ), и Пежо (из 2003 к 2005 ). Сигаретная марка появилась на шлемах и костюмах лучших гонщиков ралли, будучи личным спонсором Маркку Ален, Тимо Салонен, Юха Канккунен, Мики Биазион и другие. С 1987 по 1992 год Мальборо поддерживал Карлос Сайнс, появляясь на его машинах (Ford Sierra в 1987–88, а затем Toyota Celica с 1989 г.). В 1993 году бренд сигарет начал сотрудничать с бельгийским гонщиком ралли. Фредди Лойкс, который мчался за Опель в чемпионате Бельгии по ралли. Между 1996 и 1998 годами Лойкс участвовал в гонках WRC вместе с Toyota Team Belgium, неся ливрею Marlboro на своей машине. В 1999 году переехал в Mitsubishi Ralliart заводов, культовая ливрея сохраняется на Lancer Evolutions до временного снятия марки с WRC в конце 2002 года.

Marlboro также спонсировал автомобили гонщика ралли Emirati. Мохаммед бин Сулайем^[84] и спонсировал ряд митингов, в том числе Сафари-ралли (между 1982 и 1990 гг.) Ралли Аргентина, то Ралли Ливана,^[85] то Джордан Ралли,^[86] и Вызов пустыни ОАЭ.^[87]

Австралийские гоночные автомобили

Marlboro был спонсором права наименования Команда дилеров Holden с 1974 по 1984 гг.^[88]

IMSA SportsCar

Marlboro спонсировал Итало -Американец IMSA SportsCar Команда Le Mans GT Risi Competizione с 2004 года, но Risi Competizione выбрав невидимый логотип Marlboro из-за того, что команда уважает Генеральное мировое соглашение по табачным изделиям правила, а также запрет на рекламу сигарет в спорте.

Бадминтон

Marlboro спонсировал Томас и Кубок Убер с 1984 по 1990 год, а также Кубок Судирмана с 1991 по 1995 и с 2001 по 2013 гг.^{[89][90][91][92]}

Продукты

Филлип Моррис продает сигареты,^[93] снюс,^[93] и Тепловые палочки под брендом Marlboro.^[94]

Международные сорта сигарет

Филип Моррис Интернэшнл разделила продукцию Marlboro на три подразделения:Линия вкуса, которые представляют собой оригинальные красные сигареты с полным ароматом, Золотая линия бывшие огни, и Свежая линия содержит ароматизированные сигареты.^{[95][96][97][98][99]}

В Великобритании компания продает Marlboro Red, Gold, Touch и Silver King Size. В мае 2020 года все марки сигарет с ментолом, включая сигареты Marlboro Menthol и Marlboro Ice Blast Capsule, были запрещены в Европейский Союз.

Мальборо в Канаде

Филип Моррис продал Канадский права на название «Мальборо» на Imperial Tobacco Canada в 1932 году. После успешного перезапуска бренда в Америке в 1950-х годах, который позже стал хорошо известен канадцам благодаря международному спонсорству и рекламе бренда, Philip Morris предприняла несколько юридических попыток вернуть себе канадские права, но безуспешно. Imperial Tobacco продолжает продавать линейку сигарет под маркой Marlboro в Канаде, хотя упаковка сильно отличается от упаковки продукции Philip Morris. Филип Моррис сохраняет права на «крышу» торговая одежда и другие элементы брендинга Marlboro, которые были разработаны после продажи в 1932 году и исторически использовали этот фирменный стиль в Канаде в сочетании с названиями «Matador» или иногда «Maverick» для линейки сигарет из смеси Вирджиния.^[100][101]

В 2006 году канадский филиал Philip Morris International Ротманс, Бенсон и Хеджес представила новый продукт с торговой маркой «крыша», помеченный как «всемирно известная импортная смесь», но не имеющий фактического названия бренда. Это привело к судебному иску со стороны Imperial, которая утверждала, что новая упаковка ввела в заблуждение клиентов, просто предлагая бренд Marlboro, тем самым нарушая права канадской торговой марки Imperial. Канадский Федеральный апелляционный суд вынесено решение в пользу Imperial в июне 2012 года. В судебном решении отмечалось, что канадские правила, которые (в большинстве случаев) запрещают публичную демонстрацию табачных изделий в местах розничной торговли, т. е. покупатели должны запрашивать торговую марку по названию, усугубили ситуацию, поскольку были теперь два продукта, о которых покупатели могут иметь в виду, когда спрашивают «Marlboro».^[100] Хотя ожидается, что PMI подаст апелляцию, вскоре после вынесения постановления она начала использовать торговую марку «Rooftop» на упаковке сигарет, ранее не выпускавшихся под торговой маркой.^[101]

Смотрите также

• Мальборо Пятница

Рекомендации

внешняя ссылка

• Официальный веб-сайт