In 2008 Philip Morris International overhauled its international Marlboro brand by launching a new brand architecture that categorized the different types of Marlboro cigarettes on offer. The architecture is comprised of 3 strands of
Marlboro: Flavour, Gold, and Fresh. The new architecture was designed to address different adult consumer preferences, whilst all 3 strands share Marlboro's personality and promise of confidence. 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 labeled with the word lights). Fresh refers to menthol cigarettes and new capsule technology cigarettes where the taste of a standard cigarette can be altered to menthol.
