The brand started life as Marlboro Bright Leaf in 2009 and is evolving into simply Bright Leaf.
It features a new pack design that still mentions its links to parent brand Marlboro but aims to set it apart from the core range.
PMI said Marlboro Bright Leaf is currently over indexing within its intended target group – smokers of a legal age up to 29 year olds – and this rebrand aims to put the brand on a path for long-term growth.
Zoe Smith, marketing director UK & Ireland, said: “Bright Leaf is a cigarette brand that we have developed especially with the UK adult smoker in mind, both in terms of taste delivery and contemporary packaging.
“Bright Leaf is not like any other Marlboro product, except for the quality, and the new packs are designed to clearly differentiate it from the iconic international Marlboro range.”
The message on the new branding will read: “New pack. Unequivocally, assuredly, most definitely the same smooth taste. Sorted.”
This will later be replaced by the prase “Specially created for the discerning British taste” during a “two-phase process”.
Phase one of the Bright Leaf launch will run for three weeks in January. The pack redesign will be rolled out in full across the UK with price marked packs also available.