April 2, 1993, or Marlboro Friday , is often considered the death of the brand  – the day Philip Morris declared that they were cutting the price of Marlboro cigarettes by 20% in order to compete with bargain cigarettes . Marlboro cigarettes were noted [ by whom? ] at the time for their heavy advertising campaigns and well-nuanced brand image. In response to the announcement, Wall Street stocks nose-dived  for a large number of branded companies: Heinz , Coca-Cola , Quaker Oats , PepsiCo , Tide , and Lysol . Many thought the event signalled the beginning of a trend towards "brand blindness" (Klein 13), questioning the power of "brand value".