Consumer Gold

From: Sally Herships
Length: 04:47

Marlboro is one of the best known brands around the world. Everyone knows the Marlboro Man. But now Marlboro is facing one of its biggest branding challenges ever - how to call their cigarettes light without saying light. Their solution? A color. Read the full description.

Piece Audio

Playing: Consumer Gold
From: Sally Herships

Marlboro_gold_edge_preview_small Marlboro is one of the best known brands around the world. Everyone knows the Marlboro Man. But now Marlboro is facing one of its biggest branding challenges ever - how to call their cigarettes light without saying light. Their solution? A color.

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Piece Description

Intro and Outro

INTRO:

Last year in the United States 310 BILLION cigarettes were sold. Phillip Morris, the company that makes Marlboro and Virginia Slims was responsible for about half of those sales. And with 200 cigarettes in a carton and each carton going for somewhere around twenty, bucks. Well - I'll let you do the math - we're talking a lot of money for Phillip Morris. But new guidelines set out by the federal government are forcing the tobacco company to make some big changes. Beginning June first, descriptions like "mild" and "light" that imply some cigarettes are safer then others, will no longer be allowed. So Phillip Morris' Marlboro Lights will be getting a new name. Sally Herships has more.

OUTRO: