Philip Morris to launch new brand in UK

Cigarette giant Philip Morris is to launch its first brand in the UK for two decades with a low-priced cigarette called Basic. The brand goes on sale next month.

But Philip Morris will not sell the brand as part of the sales-and-distribution deal with UK partner Imperial Tobacco, which handles its Marlboro brand. Basic will be a direct rival to Imperial Tobacco’s value brands, including Richmond and Lambert & Butler, and will instead be controlled by a dedicated Philip Morris sales team.

A Philip Morris spokesman denies that this will have any effect on its long-term relationship with Imperial Tobacco, which took over the Marlboro contract from British American Tobacco in 2001. Industry insiders say the creation of a sales team could result in a move towards greater control over Philip Morris’s brand portfolio, however.

Basic will retail at 3.89 for 20 cigarettes and will initially be available only in the north of England. Philip Morris will support the launch with a trade advertising campaign, as well as point-of-purchase consumer promotions.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here