Is it really lights out for Marlboro Lights?
It wasn’t long ago that cigarettes were content with just slowly killing the people who smoked them 10 or 20 times a day. More recently, the tobacco industry wants to do away with itself, too. In an act of slow-burning suicide, one of the world’s biggest manufacturers of cigarettes has chosen to quit smoking, stubbing out a multi-billion dollar business on the back of its own hand.
And get this: with its marketing muscle now fully behind the IQOS e-cigarette, a device that heats tobacco to deliver nicotine without the smoke and tar that cause diseases, including cancer, Philip Morris planned to reposition itself as... wait for it... a “health and wellness” brand. Hard to believe, now that smokers have become pariahs and outsiders , but throughout the naughty 1990s and beyond, Marlboro Lights were everywhere, as ubiquitous as drop-waist Maharishi combat pants, Nike Air Max and “Wonderwall”.
Launched in the 1920s, advertising for Marlboro was originally based on the cigarettes’ “lady-like” filter tip . Marlboro’s cork filter had a printed red band around it to hide lipstick stains. “Beauty Tips to Keep the Paper from Your Lips” went the sales blurb. And then there was Kate Moss, perhaps the greatest smoker of all time. During the 1990s, Kate was said to be raking in around $10 million a year from contracts with Burberry, Chanel, Calvin Klein and more. But her most loyal and gilded partnership was surely with the Marlboro Lights flip-top pack, which she promoted with reliable and casually professional zeal. Pretty much every night, for around 20 years.
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