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To illustrate the new brand architecture, the following images are from Philip Morris International’s 2009 Annual Report. The red, gold, and silver are regular, light and ultralight, respectively, variations of the taste.
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1 Flavour refers to variants that can all be considered within the branch of traditional Marlboro red cigarettes, Gold refers to cigarettes that are ‘smoother’ in taste (the products that used to be labelled with the word lights), and Fresh refers to menthol cigarettes and new capsule technology cigarettes where the taste of a standard cigarette can be alter to menthol by pressing the capsule. Answer (1 of 3): Marlboro sells quite a few variations, depending on where you live. The new architecture was designed to address different adult consumer preferences, whilst all 3 strands sharing the personality and promise of confidence of Marlboro. The architecture is comprised of 3 strands of Marlboro: Flavour, Gold and Fresh. They are not allowed to lable them as light or ultralight because some consumers could perceive those as less harmful. In the United Kingdom, the company sells Marlboro Red, Gold, Touch, and Silver King Size.
#MARLBORO SILVER FULL#
In 2008 Philip Morris International overhauled their international Marlboro brand by launching a new brand architecture which categorised the different types of Marlboro cigarettes on offer. Marlboro sells quite a few variations, depending on where you live. Philip Morris International organized Marlboro products into three divisionsFlavor line, original red full flavor cigarettes, Gold line, are former lights, and Fresh line comprises flavored cigarettes.
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