Marlboro maker Altria to buy NJOY TOKYO, JAPAN December 9, 2016: Phillip Morris International`s Editorial Image Image of equipment, nicotine: 84790490 Cigarette prices aren't just about the product. They're about taxes. Across countries, governments heavily tax tobacco to reduce consumption, which is why prices vary so widely. What's interesting here is the PPP adjusted Marlboro and Juul are the most popular cigarette and e cigarette brands among kids. It's no coincidence: Juul very much emulated Marlboro in its design from the very beginning and in its marketing.