Marlboro Ads Campaign

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Did Marlboro implant their image in the consumers mind? Philip Morris launched the Marlboro brand in 1924 as a woman's cigarette in the 1920s advertising for the cigarette was officially based around how ladylike the cigarette was. The filter had a printed red band around it to hide lipstick stains and in its campaign saying it is as mild as May. The Marlboro cigarette brand began in England 1847 and was originally targeted at female smokers. Which was not successful, so in the 1920's Marlboro was retargeted to female smokers in the United States. In this campaign ad it was told that Marlboro was a mild cigarette. These efforts continued into World War II when the brand was eventually taken off the market. In the 1950's Marlboro was again introduced to the market, this time warning people about the negative health aspects of smoking. At that time the vast majority of cigarettes being sold were non-filtered. Marlboro was the first filtered cigarette, so this clearly was an attempt to win over the health crowd. During the 1950's, the company decided to dump the targeting of women and begin promoting Marlboro as a man's cigarette. The first icon of this new change in marketing was the Tattooed Man various images of healthy looking, outdoor type began showing up in ads. The images used in their ads evolved more into those representing particularly masculine types. In the beginning, images of naval officers and ranchers made the advertising scene. In 1954, the well-known Marlboro Man was introduced, and by 1960 was the sole representative of Marlboro ads, around 1972, Marlboro cigarettes became the most popular brand and remained popular up till nowadays.

Marlboro advertisements began for females starting with mothers, with an ad campaign of a baby saying “before you scold me, mom…. maybe you’d light up a Marlboro“ the baby actually asks his mom to have a cigarette instead of scolding him. It plays up the women as hysterical stereotype and also shows changing...
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