Analyse and describe the launch of Marlboro Gold - Research Paper Example

Marlboro Gold is the "new" Marlboro Light. Starting in June new federal laws will prohibit tobacco companies from using words like "light" or "mild" to describe any of their cigarettes so as not to imply that those types of cigarettes are safer or better for you than others. Philip Morris announced that the Marlboro Lights have become Gold so that customers will still be able to buy the cigarettes they prefer. They will now just be color-coded. The colors are based on different tastes, not levels of safety, according to Philip Morriss parent company Altria.

Customers who enjoy smoking Marlboro Lights will still be able to buy the cigarettes that have the taste they enjoy. A user named "johnnyho" posted on dooyoo.com that he has always smoked Marlboro Lights. He has now tried the Marlboro Gold and is hooked. He says the color and name change have made no difference in the taste of his favorite cigarettes and he will now buy the Gold in place of the Lights. With the new color-coding system, customers can still get the brand they prefer with the taste they want without the cigarette company breaking any new federal laws regulating the use of certain words to imply a safer cigarette.

Light cigarettes are not healthier for you than regular cigarettes. The amount of nicotine and tar is not significantly lower and manufacturers include vent holes in the filters in order to get lower readings from machines that measure them (Martin). People still smoke Light cigarettes whether or not they are healthier for you. Philip Morris has created an easy way for customers to identify their favorite type of Marlboro by trading a name for a