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. 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. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.Īfter 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. Shortly before World War II, the brand's sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. However, as early as 1885, a brand called "Marlborough" was already being marketed as a "ladies' favorite" by Philip Morris & Co. 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". Advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market. Īround the 1930s, it was starting to be advertised as a women's cigarette, based on the slogan "Mild As May". They were first marketed as "America's luxury cigarette" and were mainly sold in hotels and resorts. The mark "Marlboro" was registered in the United States in 1908 although no cigarette was marketed under this name until 1923. Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. 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, from which the name was taken. In 1846, British tobacconist Phillip Morris opened a shop on Bond Street, London, UK, selling tobacco and rolled cigarettes. The data presented in this paper reveal that smokers of the leading light cigarette brand sold in the United States today, Marlboro Lights, are for the most part unaware of filter vents in the cigarettes they smoke and are misinformed about the health risk of using low-tar and filtered cigarettes.A cigarette and a pack of Marlboro Silver Pack (previously called Ultra Lights until the " light" name was banned as deceitful) The responses of Marlboro Lights smokers to questions about the hazards of low-tar cigarettes were similar to those expressed by smokers of other cigarette brands. For example, only 11% of Marlboro Lights smokers knew that the tar delivery of a light cigarette was about the same as that of a full-flavored cigarette. Many Marlboro Lights smokers believed incorrectly that lower tar, light, and ultra-light cigarettes were less harmful compared with higher tar, full-flavored cigarettes.
Only 32% of Marlboro Lights smokers reported that the filters on their cigarettes were ventilated. Marlboro Lights was the most popular brand, smoked by 19% of survey respondents. Respondents were asked about the brand and type of cigarettes smoked, beliefs about the health benefits associated with low-tar and filtered cigarettes, and awareness of ventilation holes in the filters of their cigarettes.
The data for this study came from a nationally representative random-digit-dialed telephone survey of 1,046 adult current cigarette smokers (aged 18 years or older) conducted between May and September 2001. The present study examined the extent to which Marlboro Lights smokers perceive lower health risks associated with using a low-tar cigarette and the extent to which they are aware of filter vents in their cigarettes.
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