Brand Idea Failures: RJ Reynolds’ smokeless cigarettes

Cigarette manufacturers have often thought that the best way to build market share is to come up with new twists on the standard cigarette formula. For instance, Marlboro has had dozens of different varieties in its history, including Marlboro Menthol, Marlboro Lights and Marlboro Medium.
 
Normally, cigarettes produce new varieties based on different levels of tar. For instance, in the UK the Silk Cut brand produced various low-tar varieties – Mild, Low and Ultra Low. The popularities of such low-tar brands has caused cigarette companies to think of ever more ways to try and convince consumers that their unhealthy and anti-social products aren’t as unhealthy or as anti-social as they might have thought. Similar strategies have been deployed in the beer market, with brands such as Bud Light, Coors Light and Miller Lite.