New packaging on many Philip Morris USA (PM USA) brands
On June 22, 2009, Congress passed legislation granting the Food and Drug Administration the authority to regulate tobacco products. The law included a requirement that all brands of cigarettes and smokeless tobacco remove terms such as “light,” “ultra light,” and “mild” from cigarette and smokeless packaging and advertising by June 22, 2010.
Some cigarette and smokeless packaging is changing, but the product stays the same.
Beginning in May 2010, PM USA products featuring revised packaging will deliver to wholesale, as available. There is no set time limit for retailers to sell their stock of product with the current packaging to adult consumers. Highlights of the PM USA cigarette packaging changes are as follows: • Pack and carton UPC codes will remain unchanged. • Current pack descriptors, such as “Lights,” “Ultra Lights,” and “Milds” will be removed from all packaging. • New pack identifiers will be featured on the top of box packings, and the bottom of soft packs. New pack identifiers will also be featured on the end flap of cartons. • Packaging changes will not occur on all packings.
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS. Servicing: Philip Morris USA U.S. Smokeless Tobacco Company John Middleton
Box Box and Soft Pack Box and Soft Pack Box Box Box Box Box
Old Pack
New Pack Identifier
New Pack Available In
Virginia Slims Lights Virginia Slims Ultra Lights Virginia Slims Menthol Virginia Slims Menthol Lights Virginia Slims Menthol Ultra Lights Virginia Slims 120’s Luxury Lights Virginia Slims 120’s Luxury Ultra Lights Virginia Slims 120’s Menthol Luxury Lights Virginia Slims 120’s Menthol Luxury Ultra Lights Virginia Slims Superslims Lights Virginia Slims Superslims Menthol Lights
Virginia Slims Gold Pack Virginia Slims Silver Pack Virginia Slims Menthol Virginia Slims Menthol Gold Pack Virginia Slims Menthol Silver Pack Virginia Slims 120’s Gold Pack Virginia Slims 120’s Silver Pack Virginia Slims 120’s Menthol Gold Pack Virginia Slims 120’s Menthol Silver Pack Virginia Slims Superslims Gold Pack Virginia Slims Superslims Menthol Gold Pack
Box and Soft Pack Box and Soft Pack Box and Soft Pack Box and Soft Pack Box and Soft Pack Box and Soft Pack Box Box Box and Soft Pack Box and Soft Pack
The following packings will remain unchanged: Virginia Slims* Virginia Slims Superslims
Virginia Slims Superslims Menthol L&M Bold
L&M Bold 100’s L&M Menthol
L&M Menthol 100’s Basic Menthol*
Basic Menthol 100’s* Basic Non-Filter Soft Pack
*Available in Box and Soft Pack
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Cigarette Consumer Awareness Plan PM USA will be communicating to the adult smoker that “Your pack will be changing, but your cigarette will stay the same,” in the following ways: • Onserts and inserts on select packings • Marlboro.com (Site Limited to Smokers 21+) • Consumer Call Center (1-800-845-2765)
Marlboro Snus Highlights of the Marlboro Snus packaging changes are as follows: • The word “Mild” will be removed from all Marlboro Snus Mild packaging. In the future, the product will be Marlboro Snus Amber. The other three flavor varieties will remain: • Marlboro Rich • Marlboro Spearmint • Marlboro Peppermint • All Marlboro Snus packs and cartons will feature a new health warning on the front and back panels. • All Marlboro Snus pack and carton UPC codes will remain unchanged.
Old
New
FOR TRADE USE ONLY. NOT TO BE SHOWN OR DISTRIBUTED TO CONSUMERS.
Key Dates Activity • Discuss PM USA packaging changes with your ALS&D Representative
Date February - March 2010
• Establish a transition plan for your store • Understand your wholesaler’s transition plan and timelines • PM USA products featuring revised packaging will begin delivering to wholesale, as available
March - April 2010
May - June 2010
• Execute in-store transition plan
Transition Plan To support the transition to the new PM USA packaging, establish a plan for your store which includes the following: Update your inventory management system Update your point-of-purchase system and register receipts Revise shelf tags if applicable Educate store personnel Consider other areas of impact
