Philip Morris is introducing a motor racing-themed Marlboro pack for 2005 to reinforce its link with the sport as a ban on tobacco sponsorship of Formula One comes into force.
The Racing Edition will be available on Marlboro Reds King Size 20s for a limited period from this month, supported by a mail and trade advertising campaign.
Philip Morris trade marketing manager Clare Walker said it followed the success of the 2004 Marlboro Racing Edition, which appealed to enthusiasts at the height of the F1 season.
The EU bans all tobacco sponsorship of sporting events from July 31, ending Marlboro’s association with Ferrari.