Although a worldwide market leader in the tobacco industry, Marlboro has
seen a decline in Belgium and The Netherlands among young adult smokers who
perceive the brand as traditional, mainstream and distant. In order to
re-engage this group of consumers, who are known to be opinion leaders,
stylish, brand sensitive and looking for modern and innovative brands, Marlboro
decided to launch a long term limited edition.
Night Fusion is a total of 8 packs that are launched in pairs over a period
of a few years. These high-quality, trendy and intriguing packs are available
only in clubs and very exclusive distribution points, and have been able to
inject a rejuvenating character in the brands overall personality.