Philip Morris decided to occupy a free niche and positioned as cigarettes for women. Positioning did not come about by chance - thanks to the women's movement of suffragism, whose representatives fiercely fought for granting the weaker sex the right to complete equality of the sexes as a whole. “If men smoke cigarettes - we should also have the right to do so!” - approximately with such a slogan, they fought for this bad habit to be available to them.
PM decided to use this chance and enter the free market for women's cigarettes. Until that time, tobacco was a strictly male product. Marketers have created a feminine advertising slogan - "Gentle as May", and an American actress and beauty standard of that time, Mae West, was invited to advertise cigarettes.
These were one of the first filter cigarettes that were intended mainly for women. For this reason, they decided to make a red strip around the filter that hides traces of lipstick. The filter was called "Beauty Tips to Keep the Paper from Your Lips" .
The new brand did not cause overwhelming success, as cigarettes were still a men's product.
The second reason for the unpopularity of the brand were scientific studies that prove the link between smoking and lung cancer.
But Philip Morris decided to show flexibility and reduce the risks associated with potential losses. Rerenriding was carried out - the Marlboro brand was reoriented to men who took care of their health. An extensive advertising campaign stating that filter cigarettes are much safer than regular ones.
After that, the company had to break the stereotype of “filter cigarettes for women only”. For this, courageous images were used in advertising: sailors, weightlifters, war correspondents and workers. But the greatest response among consumers received the image of a cowboy, who later became the Marlboro Man. He was invented in Chicago in the mid-50s, when packs of cigarettes were produced similar to each other, like two drops of water, and it was difficult to choose from one of their masses: all manufacturers offered similar stories about themselves. They talked about the wonderful tobacco and its qualities.
Leonard Barnet, the advertiser who offered to rebrand the brand of cigarettes, successfully chose the image of a cowboy - in a few months the sales and brand awareness increased significantly. Marlboro entered the top five most popular American tobacco brands.
Throughout its existence, the Marlboro brand has flexibly responded to changes in external factors - the release of new flavors, adapted advertising, reduced cost of cigarettes, the release of "light" cigarettes, rebranding. So in 2006, “Marlboro Man” finally ceases to participate in the company's advertising campaigns.
In 1993, Financial World calls Marlboro the most expensive brand in the international consumer goods market. The market value of Marlboro is estimated at $ 39.5 billion.
Cigarettes "Marlboro" are shown in many films: "Shine", "Paris, Texas", "Apocalypse Today", "Dirt", "Ivan Vasilyevich Changing Profession", "Office Romance", "Old Men-Robbers", "Old New Year "," Sportloto-82 "," We, the undersigned "," Pirates of the XX century ". The main heroine of the series "Sex and the City" Carrie Bradshaw smoked Marlboro Lights cigarettes.