Marlboro Friday refers to April 2, 1993, when Philip Morris announced a 20% price cut to their Marlboro cigarettes to fight back against generic competitors, which were increasingly eating into their market share.

As a result, Philip Morris’s stock fell 26%, and the share value of other branded consumer product companies, including Coca Cola and RJR Nabisco, fell as well. The broad index fell 1.98% that day. Fortune magazine deemed Marlboro Friday “the day the Marlboro Man fell off his horse.” 1 for Philip Morris Investors interpreted the price slash as an admission of defeat from the Marlboro brand, that Philip Morris could no longer justify its higher price tag and now had to compete with generic brands.

Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give in to a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures.

It was the only decrease to occur since 1970. At the time, this event was regarded as signifying “the death of a brand” and the advent of a “value minded” consumer generation who pay more attention to the real value of products and not the brand names. This view soon proved to be incorrect, with the rest of the decade’s economy being dominated by brands and driven by high budget marketing campaigns citation needed .

References edit

Marlboro (cigarette) – simple english wikipedia, the free encyclopedia

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Marlboro sponsorship in Champ Car (also known as ‘CART’ and ‘IndyCar’ at that time) dates back to 1986. The Penske cars in the Indy Racing League (IRL) currently run in Marlboro’s distinctive red and white colors. In 2006, a Marlboro sponsored car won the Indianapolis 500. For the 2007 season, Marlboro had ended their sponsorship of the Penske Cars. The Penske team will retain the color scheme. Where ‘Marlboro Penske’ appeared on the side of the cars, ‘Team Penske’ replaced it. Although Marlboro does not sponsor Team Penske, Philip Morris USA is still Team Penske’s main sponsor.

Marlboro also sponsored the Australian Marlboro Holden Dealer Team from 1974 through to 1984. The Marlboro branding gave rise to some of Australia’s most prominently recognizable race cars such as the L34 and A9X Torana, as well as the VK Group C “Big Banger” Commodore.

In Motorcycling Grand Prix, Marlboro sponsored the Yamaha team in 500cc and 250cc class. Marlboro currently sponsors the Ducati MotoGP. As of the 2009 Grand Prix motorcycle racing season, they are only allowed to put the Marlboro brand the bikes in Qatar.

Marlboro also has a long history in rallying sponsorship, including with the factory World Rally Championship teams of Toyota, Mitsubishi, and Peugeot. During the 2007 GP2 Series Season, ART Grand Prix was also sponsored by Marlboro.

Marlboro are generally credited as being among the most important of sponsors to the world of Formula 1 (and motor racing in general) in terms of the amount of financial backing given to various competitors. 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.

List of Marlboro brand varieties change edit source US varieties

  • Marlboro Red Pack
  • Marlboro Red Pack 72’s
  • Marlboro Red Pack 100’s
  • Marlboro Red Label (Medium)
  • Marlboro Red Label 100’s (Medium)
  • Marlboro Gold Pack (Light)
  • Marlboro Gold Pack 72’s (Light)
  • Marlboro Gold Pack 100’s (Light)
  • Marlboro Silver Pack (Ultra Light)
  • Marlboro Silver Pack 72’s (Ultra Light)
  • Marlboro Silver Pack 100’s (Ultra Light)
  • Marlboro Blend No. 27
  • Marlboro Virginia Blend
  • Marlboro Virginia Blend 100’s
  • Marlboro Special Blend Red
  • Marlboro Special Blend Red 100’s
  • Marlboro Special Blend Gold
  • Marlboro Special Blend Gold 100’s
  • Marlboro Menthol
  • Marlboro Menthol 72’s
  • Marlboro Menthol 100’s
  • Marlboro Menthol Blue Pack (Mild)
  • Marlboro Menthol Blue Pack 72’s (Mild)
  • Marlboro Menthol Blue Pack 100’s (Mild)
  • Marlboro Menthol Gold Pack (Light)
  • Marlboro Menthol Gold Pack 100’s (Light)
  • Marlboro Menthol Silver Pack (Ultra Light)
  • Marlboro Menthol Silver Pack 100’s (Ultra Light)
  • Marlboro Menthol Blend No. 54
  • Marlboro Menthol Blend No. 54 100’s
  • Marlboro Menthol Smooth
  • Marlboro Menthol Smooth 100’s
  • Marlboro Black
  • Marlboro Black Menthol
  • Marlboro NXT
  • Marlboro Edge

Snus

  • Marlboro Rich
  • Marlboro Amber
  • Marlboro Spearmint
  • Marlboro Peppermint
  • Marlboro Windmill (Netherlands)

Non US varieties

  • Marlboro Black Menthol Edge 8 (Japan)
  • Marlboro Black
  • Marlboro Black One
  • Marlboro Black Menthol (Singapore, Malaysia, Japan, Indonesia & New Zealand)
  • Marlboro Blend No. 9
  • Marlboro Bright Leaf (UK)
  • Rooftop Red (Canadian Marlboro Filter)
  • Rooftop Gold (Canadian Marlboro Light)
  • Rooftop Silver (Canadian Marlboro Extra Light)
  • Marlboro Cold Mint (Spain)
  • Marlboro Compact (Europe) slightly shorter than standard cigarettes
  • Marlboro Crisp Mint
  • Marlboro Filter Plus (Russia and Bulgaria)
  • Marlboro Filter Plus One (Russia)
  • Marlboro Flavor Mix (Egypt)
  • Marlboro Flavor Note (Germany)
  • Marlboro Flavor Plus
  • Marlboro Fresh (Sweden)
  • Marlboro Fresh Mint
  • Marlboro Frost
  • Marlboro Gold (in countries where “light” isn’t allowed)
  • Marlboro Gold Advance (Sweden, Norway, Germany, Netherlands, Portugal, New Zealand)
  • Marlboro Gold Edge
  • Marlboro Gold Touch (Europe) slightly thinner
  • Marlboro Ice Mint
  • Marlboro Ice Blast (Singapore, Japan, and Hong Kong)
  • Marlboro Ice Chill (Australia)
  • Marlboro Ice Fresh (Brunei)
  • Marlboro Intense
  • Marlboro Kretex/Mix 9 (Indonesia)
  • Marlboro MX4 Flavor (Europe)
  • Marlboro Medium (Jordan)
  • Marlboro Night Fusion
  • Marlboro Wides (Europe, Japan)
  • Marlboro Touch

References change edit source