Advertising image of "The Marlboro Man"
Posted: Wed Jan 22, 2025 6:02 am
In 1902, the English tobacco manufacturer Philip Morris began selling Marlboro cigarettes in New York. The company was named after one of the streets in London where the factory was located.
Marlboro cigarettes were initially advertised as a tobacco product for ladies. In 1924, the slogan "Soft as May" became the motto of the Philip Morris company. In subsequent years, advertising campaigns were also aimed at a female target audience. In 1926, the company's advertising illustrations depicted a graceful woman's hand holding a Marlboro cigarette. Later, a PR poster depicted children convincing their parents how good the products tasted.
In the early 1940s, the tobacco paytm database market began to undergo radical changes caused by the spread of information about the dangers of smoking. In 1942, the magazine "Reader's Digest" published an article "Cigarette Advertising: Facts and Fictions", the essence of which was that manufacturers actively advertise products of many brands, but in fact all cigarettes are the same, the only important thing is that they are harmful to humans and pose a mortal danger. In 1957, the printed publication again published an article based on scientific evidence, which showed that smoking leads to lung cancer.
Manufacturers faced the issue of new directions in advertising. In a situation where people began to think seriously about their health, the management of Philip Morris decided to change the PR goal. From that time on, advertising projects focused consumers' attention on the fact that Marlboro cigarettes had a filter with an increased degree of protection, which significantly reduced the harm from smoking. Nicotine addiction did not allow most buyers to give up the harmful habit, but many of them began to buy tobacco products that were less harmful to health.
The specialists from the Leo Burnett agency did a good job with the task, increasing the effectiveness of the advertising campaign. The example we looked at once again demonstrates that marketing activities can not only increase sales, but also radically transform the image of the manufactured products. In a short period of time, Marlboro cigarettes turned from soft ladies' cigarettes into tobacco products for real men. One of the most successful advertising campaigns brought the owner of the updated brand a million-dollar profit.
Advertising image of "The Marlboro Man"
Marlboro cigarettes were initially advertised as a tobacco product for ladies. In 1924, the slogan "Soft as May" became the motto of the Philip Morris company. In subsequent years, advertising campaigns were also aimed at a female target audience. In 1926, the company's advertising illustrations depicted a graceful woman's hand holding a Marlboro cigarette. Later, a PR poster depicted children convincing their parents how good the products tasted.
In the early 1940s, the tobacco paytm database market began to undergo radical changes caused by the spread of information about the dangers of smoking. In 1942, the magazine "Reader's Digest" published an article "Cigarette Advertising: Facts and Fictions", the essence of which was that manufacturers actively advertise products of many brands, but in fact all cigarettes are the same, the only important thing is that they are harmful to humans and pose a mortal danger. In 1957, the printed publication again published an article based on scientific evidence, which showed that smoking leads to lung cancer.
Manufacturers faced the issue of new directions in advertising. In a situation where people began to think seriously about their health, the management of Philip Morris decided to change the PR goal. From that time on, advertising projects focused consumers' attention on the fact that Marlboro cigarettes had a filter with an increased degree of protection, which significantly reduced the harm from smoking. Nicotine addiction did not allow most buyers to give up the harmful habit, but many of them began to buy tobacco products that were less harmful to health.
The specialists from the Leo Burnett agency did a good job with the task, increasing the effectiveness of the advertising campaign. The example we looked at once again demonstrates that marketing activities can not only increase sales, but also radically transform the image of the manufactured products. In a short period of time, Marlboro cigarettes turned from soft ladies' cigarettes into tobacco products for real men. One of the most successful advertising campaigns brought the owner of the updated brand a million-dollar profit.
Advertising image of "The Marlboro Man"