214:"The advertising was designed to overcome the low interest level in cigarette advertising, to communicate the technological breakthrough which MERIT represented and to report the impressive results of the taste testing program. To achieve these goals, a bold and aggressive strategy was devised featuring headlines and ads that had scientific substance and validity... The ads were written in a journalistic, repertorial style to be precise, pointed, and absolutely believable... This strategy entailed a multi-media blitz aimed at a broad range of smokers. It required a major commitment by Philip Morris USA to a high level of media investment. Newspapers and magazines were utilized nationwide to get the complete product story to consumers. Massive outdoor billboard displays, subway signs, taxi-tops and exterior bus posters would be used to create brand awareness. The displays utilized straight-forward graphics which were designed to provide sufficient visibility to give high spontaneous retail sales".
220:"The bold national launch of Merit by Philip Morris jolted the cigarette industry as few product introductions have. Full page newspaper ads trumpeted the arrival... the beginning of a blitz in all media that still has the competition muttering to itself. Industry insiders estimated that when media, point-of-purchase, promotion and collateral are totalled for the year, the sum will stand close to $ 50 million. Others suggest the roll-out of Merit is the most expensive new product introduction in the history of the cigarette industry".
167:'s report on cigarettes in 1964. Over the course of the next 12 years Philip Morris worked on such a product, culminating in the 1976 product launch of the Merit brand. One key tactic was to "enrich" the product by applying extensive efforts in flavour chemistry and additives. Philip Morris seemed proud of the fact that they had managed this while using "less than 100 flavorants". While the advertising did boast about the product being "enriched", it did not disclose any of these less than 100 flavouring chemicals to consumers.
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217:"Merit was the primary focus of the sales force for a full year... We spent $ 45 million on advertising—remember $ 45 million in 1976! This was a record amount for a new brand introduction... Creatively, we used provocative headlines and important looking copy which looked like it had real news value. Tar/taste theory exploded! - Smoke cracked! - Taste barrier broken!"
175:
the product’s 'enriched flavor' and described, "After twelve years of intensive research, Philip Morris scientists isolated certain key ingredients in smoke that deliver taste way out of proportion to tar". This brand went on to capture a significant share of the low-tar cigarette market following its national launch in 1976.
194:
presented information in the style of newspaper articles, featuring headlines with scientific substance and validity ads that looked important and impressive. Merit's ad campaign ran in the 1980s, used a journalistic, reportorial style which an editor might use for a front page story in a major newspaper.
209:
The market launch strategies gave particular emphasis to the choice of the name Merit, obviously communicating apparent virtue, and an advertising style that made this product development seem eminently scientific and newsworthy and less like an ad. The product launch strategy included a record level
224:
When Merit Ultra Lights were introduced in 1983, the advertising programme had an $ 80 million media budget, not even accounting for retail promotional efforts. This advertising featured imagery of large sailing ships in what was termed the "sea" campaign. The executions not only showed young people
229:
In 1983, we adopted the sea campaign... First, to create an identity for Merit as the taste brand of low tars, and second to create an image for the brand which could be extended into promotions and retail materials... we showed young people on pleasure boats enjoying their leisure time and smoking
197:
During the 1970s, additional evidence of consumer confusion, misinformation, rationalisations, and the corresponding role played by advertising was gathered by multiple firms. Market researchers for the industry and its advertising agencies were not even confident that consumers knew what they were
174:
An extensive consumer testing programme of the brand was eventually conducted, including blind interviews with nearly 3000 smoker panellists. The majority of consumer participants reported that the new MERIT was equal or superior in taste to brands that delivered 60% more tar. Advertisements touted
178:
Merit had a 3.1% market share in
January 1992, a decline from 3.5% during the comparable period the year before, according to figures compiled by John C. Maxwell, Jr., an analyst at Wheat, First Securities Inc. Merit shipments for the period declined to 11.5 billion cigarettes, or more than half a
193:
The brand name, Merit, helped contribute to formulating an aura of credibility for the brand. The advertisements also reflected the same goal, with a strategy internally referred to as bold and aggressive. The ads were meant to convince consumers that Merit was a breakthrough cigarette, and thus
198:
talking about when referring to the "taste" of a cigarette. "It is almost impossible to know if the taste smokers talk about is something which they, themselves attribute to a cigarette or just a `play-back' of some advertising messages".
170:
Internal industry documents reveal that in order to convince consumers that Merit had low tar as well as great taste, the ads had to be absolutely believable because the false claims of past years and past brands presented road-blocks.
159:
A Philip Morris brand first introduced to national markets in
January 1976, Merit used the positive connotation of its name in order to attract consumers. The word merit denotes a product worthy of praise or deserving of respect.
233:
The
Tobacco Papers document the beleaguered industry’s many efforts to make the most of the mentally ill market. Philip Morris ran an ad for Merit cigarettes that seemed to many mental health professionals to be targeted to
201:
Even the "taste" of a product was greatly influenced by the brand's image and reputation. Merit, as a free-standing brand, had difficulties in being perceived as flavourful, whereas in contrast, product line extensions like
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According to an ex-photographer who worked for Philip Morris and had to shoot various poster advertisements for the Merit brand, all the photos were created without the use of modern-day techniques such as
876:"Stock Photo - AJAXNETPHOTO. 1989. SOLENT, ENGLAND. FASTNET RACE 1989 - SWISS YACHT MERIT SKIPPERED BY PIERRE FEHLMANN. BRUCE FARR DESIGNED MAXI YACHT IS A WHITBREAD RACE ENTRY. PHOTO"
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themselves. The ad showed a double image of a pack of Merits and read, "Schizophrenic.... For New Merit, having two sides is just normal behavior".
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Since its introduction in 1976, Philip Morris has created many poster- and billboard adverts to promote Merit as a "low-tar" alternative.
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in an enviable, carefree, affluent lifestyle and a pristine environment, they also were careful to avoid any suggestions of danger.
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billion packs, compared with 13.3 billion cigarettes, or close to three-quarters of a billion packs, during the 1990 months.
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Lights had the advantage of being perceived as more flavourful due to the taste reputation of the "parent" brand.
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982:"Philip Morris USA to Launch New Cigarette Paper Nationwide on All Merit Cigarettes. Sound Bite & B-roll"
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Philip Morris had seen the competitive value of a so-called "health cigarette" following the first
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668:"A study of pyrazines in cigarettes and how additives might be used to enhance tobacco addiction"
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It has been alleged that the rolling paper used in Merits was flammable in excess of standards.
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614:"The dark side of marketing seemingly "Light" cigarettes: Successful images and failed fact"
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All the Merit cigarettes contain either all of a mixture of the following ingredients:
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946:"DECISION SA - Construction et réalisation de structures en matériaux composites"
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770:"Figure 1 Advertisement for new 'Enriched Flavor' MERIT cigarettes (1976)"
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Alpert, Hillel R.; Agaku, Israel T.; Connolly, Gregory N. (2016).
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1125:"Ingredients in Cigarettes - Merit The Companies - Philip Morris"
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Bronze pack (Ultima) - soft: kings and 100s, box: kings and 100s
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Merit. We deliberately tried to avoid dangerous looking water".
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A television ad to promote Merit Ultra Lights was also created.
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825:"Why Mentally Ill People Should Have Access to E-Cigarettes"
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737:"Stanford Research into the Impact of Tobacco Advertising"
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996:"U.S. Suit Alleges Philip Morris Hid Cigarette-Fire Risk"
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Menthol silver pack (ultra light) - soft: kings and 100s
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Lawsuit against Philip Morris because of fire-risk Merit
716:"New Philip Morris Cigarette Emphasizes Less Nicotine"
813:
from the original on 2021-12-14 – via YouTube.
665:
1452:Reynolds Metals Company International Headquarters
1849:
520:smokes Merit Ultra Light in the second novel of
407:Menthol gold pack (light) - soft: kings and 100s
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288:In April 2004, a lawsuit had been filed by the
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401:Blue pack (ultra light) - soft: kings and 100s
384:Blue pack (ultra light) - box: kings and 100s.
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263:yacht and raced as a competitive team in the
984:. 1 March 2018 – via Internet Archive.
758:. Hearst Magazines – via Google Books.
500:Merit Ultra Menthols are mentioned in AMC's
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40:Egyptian pack of Merit with a text warning
839:"Life Before Photoshop: Merit Cigarettes"
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857:"Merit Racing - Airlie Beach Queensland"
398:Gold pack (light) - soft: kings and 100s
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311:, but also was or still is sold in the
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143:, currently owned and manufactured by
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754:Magazines, Hearst (1 October 1977).
612:Pollay, R. W.; Dewhirst, T. (2002).
567:List of cigarette smoke constituents
507:Merit Ultra Lights are mentioned in
504:, Season 4 Episode 6 ('Live Bait').
489:Merit Ultra Lights are mentioned in
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684:10.1136/tobaccocontrol-2014-051943
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964:"DECISION :: Chronology"
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16:American brand of cigarettes
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151:outside the United States.
149:Philip Morris International
79:Philip Morris International
64:Philip Morris International
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1421:Ste. Michelle Wine Estates
1305:Altria Group, Inc. v. Good
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290:U.S. Department of Justice
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592:"Building Leading Brands"
147:in the United States and
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805:JDMasso (5 March 2014).
437:High-fructose corn syrup
139:is an American brand of
1331:Philip Morris Playhouse
1037:www.cigarettespedia.com
539:smokes Merit Yellow in
529:smokes Merit Lights in
431:Sugars (Sucrose and/or
1364:U.S. Smokeless Tobacco
313:British Virgin Islands
222:
101:; 48 years ago
1022:, Legal Examiner Wiki
792:Advertisement Gallery
212:
1858:Philip Morris brands
1757:André Calantzopoulos
1129:morningcigarette.com
932:"The Merit Cup crew"
741:tobacco.stanford.edu
454:Diammonium phosphate
365:United Arab Emirates
259:Merit sponsored the
1525:Benson & Hedges
1198:Benson & Hedges
914:"Farr Yacht Design"
756:"Popular Mechanics"
543:Season 2 Episode 4
21:
1414:Other subsidiaries
1392:John Middleton Co.
1284:Michael Szymanczyk
918:www.farrdesign.com
898:has generic name (
788:"Merit Cigarettes"
722:. 18 January 1992.
720:The New York Times
466:and Cocoa Products
459:Ammonium hydroxide
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