Excess is an American cigarette brand, currently owned and produced by Philip Morris USA in the United States and Philip Morris International outside the United States.
Video Merit (cigarette)
Histori
The Philip Morris brand was first introduced to the national market in January 1976, Merit uses the positive connotations of its name to attract consumers. The word reward shows products that are worthy of praise or worthy of respect.
Philip Morris has seen the competitive value of so-called "cigarette health" after the first Surgeon General's report on cigarettes in 1964. Over the next 12 years Philip Morris worked on such products, culminating in the 1976 product launch of the Merit brand. One of the main tactics is to "enrich" the product by applying extensive efforts in chemical and flavor additives. Philip Morris seemed proud of the fact that they had arranged this while using "less than 100 flavors". While the ads boast about "enriched" products, they do not reveal any of the less than 100 ingredients to consumers.
The internal industry document reveals that to convince consumers that Merit has low levels of tar and taste, advertisements must be completely trustworthy because false claims from previous years and past brands represent road-blocks.
The extensive consumer testing program of the brand was finally performed, including a blind interview with nearly 3000 smokers panels. The majority of consumer participants reported that the new MERITs were the same or superior in taste to brands that sent 60% more tar. Advertisements are said to be 'enriched flavors' of the product and described, "After twelve years of intensive research, Philip Morris scientists isolated certain key ingredients in smoke that gave way out of proportion to tar". The brand went on to capture a significant low-tar cigarette market share after its national launch in 1976.
Merit had a 3.1% market share in January 1992, down from 3.5% over the same period of the previous year, according to figures compiled by John C. Maxwell, Jr., analyst at Wheat, First Securities Inc., the period dropped to 11.5 billion cigarettes, or more than half a billion packs, compared with 13.3 billion cigarettes, or nearly three quarters of a billion packs, during the months of 1990.
Maps Merit (cigarette)
Ads
Since its introduction in 1976, Philip Morris has created many poster and billboard advertisements to promote Merit as an alternative "low-tar".
Television ads to promote Merit Ultra Lights were also created.
The brand name, Merit, helps contribute to formulating the aura of credibility for the brand. The ads also reflect the same goals, with strategies that are internally called bold and aggressive. The ads are meant to convince consumers that Merit is a breakthrough cigarette, and thus presenting information in the style of newspaper articles, featuring headlines with visible and impressive advertising-related scientific substance and validity. The Merit ad campaign took place in the 1980s, using a journalistic style, a reportage that the editor might use for a front page in a major newspaper.
During the 1970s, additional evidence of consumer confusion, misinformation, rationalization, and the associated role played by advertisements were collected by many companies. Market researchers for industry and advertising agencies are not even sure that consumers know what they are talking about when referring to the "taste" of cigarettes. "It's almost impossible to tell if the taste smoker is talking about something they, themselves attribute to cigarettes or just a` play-back 'of some advertising messages ".
Even the "taste" of a product is strongly influenced by the brand image and reputation. Merit, as a free-standing brand, has difficulty being considered flavourful, whereas on the other hand, product line extensions such as Marlboro Lights have the advantage of being more pleasant because of the taste reputation of the "parent" brand.
The market launch strategy puts a special emphasis on Merit's choice of names, clearly communicates the virtues, and the advertising styles that make this product development seem very scientific and newsworthy and less like advertising. Product launch strategies include record levels of advertising investment.
"This ad is designed to address low interest rates in cigarette advertisements, to communicate the technological breakthroughs represented by MERIT and to report impressive results from taste testing programs.To achieve this goal, bold and aggressive strategies are designed to feature headlines and ads that have scientific substance and validity... Ads are written in journalistic style, repertorial [sic] to be precise, pointed, and completely trustworthy... This strategy requires multi-media campaigns aimed at various smokers Commitment required primarily by Philip Morris USA for high-level media investments Newspapers and magazines are used nationwide to get a complete product story for consumers Big outdoor signboards, subway signs, taxi tops and poster exterior buses will be used to create awareness This design uses a straight forward-looking graph to provide enough visibility to spontaneously deliver high retail sales poorly ".
"The advantages are the main focus of the sales force for the full year... We spent $ 45 million on advertising - remember $ 45 million in 1976! This is a record number for brand new introductions... Creatively, we use news provocative and important copy that looks like it has real-life news value Theory tar/taste explode! - Smoke crack! - Flavor barrier! "
"Philip Morris's bold national merit launch jolted the cigarette industry because of little product introductions.A full newspaper advertisement boomed the arrival of... the start of an explosion in all the media that still has competition mumbling to itself. Industry insiders estimates that when the media, point-of-purchase, promotion and collateral are summed for this year, the amount will be close to $ 50 million, others suggest the roll-out of Merit is the most expensive new product introduction in the history of the tobacco industry ".
When Merit Ultra Lights was introduced in 1983, the advertising program had a media budget of $ 80 million, not even for retail promotional efforts. This ad displays the image of a large sailboat in what is called a "marine" campaign. Executions not only show young people in a friendly, fun, prosperous, and pure lifestyle, they are also careful to avoid any hazard advice. "In 1983, we adopted a marine campaign... First, to create an identity for Merit as a taste brand of the lowest, and secondly to create an image for a brand that can be extended into retail promotions and materials... we show people young people on cruises enjoy their free time and smoke Merit.We deliberately try to avoid water that looks dangerous ".
The Paper Tobacco documenting many beleaguered industrial attempts to make the most of the market mentally ill. Philip Morris advertises for Merit cigarettes that seem to be many mental health professionals targeted for the schizophrenic itself. The ad shows a double image of the Excess package and reads, "Schizophrenic.... For New Merit, having two sides is just normal behavior" .
According to a former photographer working for Philip Morris and having to photograph a variety of advertising posters for the Merit brand, all the photos were made without using modern techniques like Adobe Photoshop.
Sponsors
Sailing racing
Merit sponsored the Merit Cup cruises and ran as a competitive team at Whitbread Round the World Race from 1989 until the 1997-98 season.
Controversy
Lawsuit against Philip Morris due to Merit Fire Risk
In April 2004, a lawsuit had been filed by the US Department of Justice against Philip Morris USA, a cigarette manufacturer, for hiding information about certain fire hazards from the brand.
It is suspected that the linting paper used in Merit is flammable beyond standard.
Market
Merit is mainly sold in the United States, but it is also sold in British Virgin Islands, Belgium, Germany, Spain, Ceuta, Melilla, Italy, Albania, Greece, Tunisia, Egypt and United Arab Emirates.
Products
United States
- Gold packing (lightweight) - soft: king and 100, box: king
- Blue package (ultra light) - soft: king and 100, box: king and 100 seconds
- Bronze Packages (Ultima) - soft: kings and 100s, boxes: kings and 100s
- Menthol gold package (light) - soft: king and 100
- Menthol silver package (ultra light) - soft: king and 100
(No Ultima bulbs)
All Merit cigarettes contain all of the following ingredients:
- Tobacco
- Water
- Sugar (Sucrose and/or High Sugar and/or High Fructose Corn Syrup)
- Propylene glycol
- Glycerol Licorice Extract
- Diammonium phosphate
- Ammonium hydroxide
- Cocoa and Cocoa Products
- Carob Bean and Extract
- Natural and Artificial Flavors
- Menthol
See also
- Nicotine
- Smoking tobacco
- List of constituents of cigarette smoke
- List of additives in cigarettes
References
Source of the article : Wikipedia
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