Philips Marathon was the name used for the longest-lasting or ˜˜best lightbulbs (guaranteed for five to seven years ), Philips Halogena was the name used for the second-longest- lasting or ˜˜better line of lightbulbs (guaranteed for two years), and Philips DuraMax was used for the entry-level or ˜˜good line of lightbulbs ( guaranteed for one year). Marathon and Halogena became available in 2000, and DuraMax was added two years later.
The name Halogena was given to the U.S. operation by Philipss European-operation, as this name had been previously used in Europe. Marathon and DuraMax were developed in creative sessions involving Philips management and Philipss advertising and public relations agencies. A series of names were tested among consumers, and those two names were picked as suggesting reliability and long life.