SuperBrands "96 Category Ranking: TOBACCO

Marlboro’s share continues to grow, helping Philip Morris maintain a huge lead
in the category. In the value segment, however, R.J. Reynolds” Doral is
growing faster than PM’s Basic, widening the gap between the two brands.
Brand Co. Name, Location
Lead Agency, Location
Total Shares
Media Exp. (millions)
1 Marlboro Philip Morris, New York
Leo Burnett – Chicago
Shares: 29.3%
Media Exp.: $94.3
2 GPC Brown & Williamson, Louisville, KY
Tatham EURO RSCG – Chicago
Shares: 5.8%
Media Exp.: $6.6
3 Winston R.J. Reynolds, Winston-Salem, NC
Mezzina/Brown – New York
Shares: 5.8%
Media Exp.: