Burnett Supports New Marlboro Entry

Leo Burnett is testing work in two cities for Marlboro Milds, a new product from Philip Morris Cos. Separately, the agency last week broke a $100 million image campaign for PM featuring uplifting stories of the client’s actions to help solve problems like hunger, disaster relief, domestic violence and youth access to tobacco.
The blue-packaged Milds are Marlboro’s first extension since Philip Morris launched Ultra Lights nationally in 1998. The new cigarette is positioned between Marlboro Lights and Marlboro Ultra Lights for smokers looking for the relaxed, mild side of menthol.
Print ads for Marlboro Milds now running in Atlanta and Pittsburgh have a laid-back attitude.