Lights Cigarettes in the USA

Executive Summary

What Drivers Promoted This Change

We identified two types of drivers: the ones that ignited the process (those that prompted manufacturers to offer Lights brands) and the ones that promoted the segment development and accelerated it.

The Process Was Ignited By:

\u25a0 An opportunity for low tar cigarettes, undertaken by Philip Morris with Marlboro Lights.

\u25a0 The threat to downsize the cigarette business by the anti-smoking forces.

\u25a0The manufacturers commitment to stay in business, more specifically Philip Morris's commitment.

The Process Was Promoted and Accelerated By:

\u25a0The launch of acceptable and relevant products regarding taste, smoking satisfaction and brand image.

\u25a0 Manufacturers' reaction to Marlboro Lights early success by joining Philip Morris in its move to low tar cigarettes: brand launch dynamic, marketing support and communication.

\u25a0 The change in consumers' consumption patterns toward light products in other product categories as well as the fit between Lights cigarettes and the light lifestyle.

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