Marlboro NXT is a cigarette with crushable capsule produced by Philip Morris USA, a subsidiary of Altria Group. Marlboro NXT comes in a full-flavor variety with a relatively bold tobacco taste. The standout feature of NXT is its “crushball” or “capsule filter”. Each cigarette contains a menthol capsule inside the filter. Smokers can choose crush the capsule to release menthol flavor mid-smoke, transforming it into a menthol cigarette. If the smoker choses not to crush the capsule, he can smoke it as a regular non-menthol cigarette. Marlboro NXT is marketed as a “convertible” cigarette, giving smokers control over flavor – either a full-flavored smoke or a menthol one, depending on their preference. With the products, Philip Morris USA aims to attract smokers who alternate between regular and menthol cigarettes depending on the occasion of use.
Marlboro NXT competes in the “capsule cigarette” or “crushball” segment. Camel Crush, owned by Reynolds American, is the most relevant direct competitor to Marlboro NXT, offering a similar “crush-to-activate” menthol capsule, and comes in three variants: Camel Crush, Crush Bold, and Crush Rich. In response to the growing popularity of Camel Crush, Philip Morris USA started to test market Marlboro NXT in 2010 and initiated a gradual nationwide expansion in 2011. By 2012, Marlboro NXT became available nationwide as a cutting-edge menthol cigarette with a customizable experience. Through on-pack communications, point-of-sale materials, and direct-mail promotions, Philip Morris USA introduced Marlboro NXT to smokers:
– “Crush it. Change it.”: Most iconic and direct communication. It refers to the menthol capsule that the user can crush to change the flavor mid-smoke while emphasizing control and customization.
– “Two Flavors. One Cigarette.”: It highlights the dual-function design, starting as a regular cigarette and becomes menthol when crushed.
– “Choose Your Moment.”: It plays into lifestyle branding. Marlboro NXT gives smokers the power to adapt to their mood or occasion.
– “Beyond Flavor.”: It aims to position the brand as more than just tobacco – it’s an experience.
Marlboro NXT uses sleek, modern packaging with black or dark green color schemes and a futuristic vibe. It’s positioned as innovative and edgy, especially appealing to younger adult smokers. Marlboro NXT also occasionally releases Limited Editions with bold, tech-inspired packaging (mostly in black or metallic blue-green). The pack design aims to convey a cutting-edge character, appealing to smokers seeking a modern aesthetic. Relatable consumer quote: “A chic black design with a little green accent is another unique characteristic of Marlboro NXT”. Many smokers value the customizable experience Marlboro NXT offers. Relatable consumer quote: “Enjoy the classic Marlboro flavor or crush the capsule to unleash a cool and energizing smoke”. However, some underlined the issue of the cigarette going out occasionally mid-use. Relatable quote: “Every single time I light up NXT, I have to continue to relight it several times just to smoke it.”
Marlboro NXT is sold only in the United States. Outside of U.S., Philip Morris International (an Altria spin-off) owns the Marlboro trademark and sells capsule cigarettes under the names such as Marlboro Beyond, Marlboro Ice Blast, Marlboro Fusion, Marlboro Double Fusion, Marlboro Fresh, Marlboro Fresh Mix and Marlboro Fresh Double Mix. The double versions mixes menthol with another flavor (like mint, berry, citrus). As any characterizing flavor other than menthol is banned for cigarettes in the U.S., Philip Morris USA could not launch a double capsule product.
