Philip Morris Limited, is to rebrand the Bright Leaf cigarette range with a new look in January 2013. The brand launched in 2009 as Marlboro Bright Leaf is evolving to become Bright Leaf; whilst maintaining its position as a brand from the makers of Marlboro. Marlboro Bright Leaf is currently over indexing within its intended target group (Legal age to 29 year old smokers) and this rebrand will place the brand on a path for long term growth.
The new pack design will refresh the Bright Leaf branding, and whilst continuing to leverage the Marlboro quality it will also differentiate it from the core range.
Zoe Smith, Marketing Director UK & Ireland says: “Bright Leaf is a cigarette brand that we have developed especially with the UK adult smoker in mind, both in terms of taste delivery and contemporary packaging. Bright Leaf is not like any other Marlboro product, except for the quality, and the new packs are designed to clearly differentiate it from the iconic international Marlboro range.”
The branding is reinforced with messaging that introduces British irreverence. The branding develops on the back of the pack with a reveal cello message ‘New pack. Unequivocally, assuredly, most definitely the same smooth taste. Sorted’ which will evolve to ‘Specially created for the discerning British taste’ during a two phase process.
Phase one of the Bright Leaf launch will run for three weeks in early January, featuring a soft introduction to the new design that will display the current pack graphics on three sides of a poly film with a ripped reveal to the new pack that lies beneath.
The second phase will unveil the new designs in full while utilising the poly film across both variants to convey the “New pack. Same Taste” message. The pack re-design will be rolled out in full across the UK with price marked packs also available to re-enforce the competitive price point.
Bright Leaf is only available in the UK and was developed to cater for the British taste preference for Virginia Blend tobaccos – used by 92% of the UK cigarette market. Made from the highest quality Virginia tobaccos Bright Leaf is available in 2 variants, the full flavour 10mg and a smoother 7mg option, known as Bright Leaf Platinum. Both variants are available in price marked and non-price marked packs, with an RRP of £6.95 for 20.