Presentation on Marlboro Brand

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Welcome everybody. Today I will be talking about Marlboro. My aim is to provide a short story of the brand and highlight some, in my opinion, interesting facts. Marlboro is the largest selling brand of cigarettes in the world. It is made by Philip Morris USA within the US and by Philip Morris International outside the US. Originally Marlboro was exposed in 1847 at the London market but soon repositioned in the US. The brand is named after Great Marlborough Street where its original London factory was situated. When in 1924 Marlboro cigarettes first emerged the US market, they were marketed to women. The ads featured women and held the slogan “Mild as May”. One of the traits of Marlboro cigarettes at that period, was a red tip, which concealed women’s lipstick marks. In the 1950s, the first medical research linking cigarette smoking with cancer began to reach the public. It was thought, that Marlboro cigarettes with their filer might offer smokers the illusion of a reduced health risk. However, the filter was regarded as effeminate by men, who made up the bulk of the market. That was the reason, why in 1955, a Chicago advertising agency was given a task of making Marlboro cigarettes appealing to men. The result was the “Tattooed Man” campaign. It involved a series of print ads showing a man with a tattoo on his hand holding a Marlboro. The man would be one of several manly types, such as a policeman, a firefighter, a construction worker or a cowboy. The agency studied consumer response, and the cowboy figure proved to be the most popular. It convinced Philip Morris to drop the lineup of manly figures, stick with the cowboy and start “Marlboro Man” campaign. Philip Morris quickly gained market share and saw their sales increase 5000 percent within 8 months of the campaign’s premiere. The Marlboro Man has displayed the distinctive red Marlboro cigarette pack for almost 50 years – on billboards, in store window displays and on the pages of magazines and newspapers....
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