THE OUTCOME: Now that retailers are required to hide their
cigarettes, forcing customers to ask for
brands by name, Philip Morris's no - name trick began to confuse customers who weren't sure what they'd get
when they asked for Marlboros.
In Brooke Group Ltd. v. Brown & Williamson Tobacco Corp., 98 the Supreme Court formalized this premise into a doctrinal test.The case involved
cigarette manufacturing, an industry dominated by six firms.99 Liggett, one of the six, introduced a line of generic
cigarettes, which it sold for about 30 % less than the price of
branded cigarettes.100 Liggett alleged that
when it became clear that its generics were diverting business from
branded cigarettes, Brown & Williamson, a competing manufacturer, began selling its own generics at a loss.101 Liggett sued, claiming that Brown & Williamson's tactic was designed to pressure Liggett to raise prices on its generics, thus enabling Brown & Williamson to maintain high profits on
branded cigarettes.
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The phrase would be picked up almost 70 years later
when American
cigarette brands tried to engineer the same gender revolution in emerging markets in Asia and Africa, presenting
cigarettes as symbols of freedom, upward mobility, and gender equality.