Philip Morris updates Marlboro Touch


As part of the ongoing evolution of Marlboro, Philip Morris has unveiled a full upgrade for Marlboro Touch, previously known as Marlboro Gold Touch.

The UK is the first market in the world to launch Marlboro Touch – which now features many quality enhancements and a distinctive blue design.

The brand has upgraded Marlboro Touch to a soft touch pack and firm filter, keeping the consistency with the rest of the Marlboro range. The firm filter allows adult smokers a cleaner way to stub out their cigarette, as well as adding an overall feeling of quality, without having an impact upon taste. This latest rebrand follows the upgrade of Marlboro Red, Gold, Silver Blue, Ice Blast and White Menthol in February 2015.

The many enhancements now featured on Marlboro Touch recognise the increasing demands of the adult smoker to have quality features and a premium smoking experience, but at an affordable price. Listening to adult smoker needs, Marlboro has fully upgraded the Touch proposition, whilst retaining the 20 stick count, and offering an exceptional ‘affordable luxury’ price positioning of £6.99. The popular blend and taste of the product remains the same. Marlboro Touch also continues to be available in price-marked and non-price-marked packs.

Managing director for the UK and Ireland, Martin Inkster, commented: “We are delighted that the UK has been chosen as the first market to showcase this latest evolution of the Marlboro brand. The Marlboro Touch upgrade meets adult smoker demands by offering a premium quality cigarette brand, with 20 sticks, at a more affordable price point.  It also delivers strong returns for retailers from the highly profitable low price segment.

“With tax and competitive price increases, this latest innovative upgrade for the brand offers exceptional value in every way. Marlboro Touch offers one of the highest PORs in its price segment, so this really is a must-stock brand.”

Source: Philip Morris