One of the most expensive and recognizable global brands is Marlboro. Cigarettes of this brand, even among the most ardent opponents of smoking, are associated with the image of a stern cowboy - the ruler of the American prairies. An interesting fact is that initially this brand was developed and positioned exclusively for a female audience. We will try to talk about how the initially unpromising brand has become so recognizable and legendary.
How it all began…
Before telling the story about Marlboro, cigarettes equally popular with both men and women, we recall that the weaker sex began to smoke tobacco products not very long ago - in the late XIX - early XX centuries. It was at that time that the feminist movement was actively developing, which defended the equality of women in both political and other areas of life. But in addition to equal rights and opportunities, the fair sex adopted bad habits. American entrepreneur Philip Morris decided to take advantage of the situation and occupy such a promising niche. In the early 20s of the last century, he develops and markets special, ladies' cigarettes - Marlborough.
All for the ladies!
By designating the female audience as the main one, the manufacturer did everything possible to attract the attention of customers and interest them in his product. The tagline for cigarettes was Mild as May - “as gentle as May, ” and they were advertised by one of the infamous actresses of the time, May West. Advertisements were placed in magazines for women, such as, for example, Vanity Fair. Marlboro cigarettes of that time were produced with a red stripe at the base, which covered the traces of lipstick, and a filter, thanks to which the teeth of smokers were not so yellow.
Why is it called that?
There are several versions of the name Marlboro. Cigarettes, according to one of them, were so named after the Count's title of Churchill, and for ease of memorization and pronunciation, some of the letters were removed. Another theory says that the name came from the name of the street - Marlborough Street in New Jersey, where the factory was located.
Crisis as a time for new opportunities
At the end of the 50s of the last century, American journals published studies on the effects of smoking on the health and development of cancer. As a result, 1958 was unprofitable for the company. Given the new conditions, it was decided to change the female audience to one in which everyone knows about the dangers of smoking and its possible consequences, but are not ready to give up cigarettes. The male part of society was the most promising in this regard, but there was a prejudice regarding smoking of filter cigarettes, considered to be female. Fearing ridicule from others, men refused to buy them. Philip Morris faced the challenge of turning public opinion about filter tobacco products. A talented American advertiser, Leo Burnett, was invited to solve it.
Professional job
Thanks to the efforts of Burnett, a collection of images was created that embodied the idea of real men: an oil driller and a high-altitude installer, a war correspondent and a harsh sea captain, as well as a cowboy king of the prairies. Around the romanticized image of an American cowboy shepherd, Marlboro's advertising campaign was built. Cigarettes were advertised and sold under the slogan "The filter does not stand between you and the taste." Thanks to this image, an image legend was created about the country of Marlborough and the tough guys who prefer this particular brand.
Achievements and Discoveries
In addition to a very successful advertising campaign, it is worth noting that selling cigarettes in a cardboard pencil case with a hinged lid, which is called the Flip-top-pack, Marlboro became the first in the tobacco market. In addition to the fact that such a package was convenient and practical, the name of the brand was shown to everyone around each time they removed the cigarettes. The appearance of the pack was designed by Frank Gianninoto. Cigarettes Marlboro classics immediately remembered thanks to the contrasting and courageous combination of red and white colors. The alliance of an excellent advertising campaign, stylish design and fairly high quality products has led to the fact that, since the 60s of the last century, Marlboro are the most sold cigarettes in the world.
Range
However, Philip Morris did not stop there. In 1966, in addition to the Marlboro classics, the production of menthol cigarettes began. In 2008, the manufacturer structured the brand, highlighting three Marlboro groups: Gold, Fresh and Flavor. So, lovers of fresh taste will be able to find suitable cigarettes in the Fresh family. For those who prefer a rich and rich tobacco flavor, products from the Flavor group are suitable. Marlboro Gold will be appreciated by consumers who value style and elegance.
In addition, light and ultra-light cigarettes are produced under the Marlboro brand, in which the nicotine content varies from 0.8 to 0.4 mg, and resins from 11 to 4 mg. The lightest in the Marlboro line are ultra light cigarettes.
Consumer Reviews
Most of those who prefer to smoke “Marlboro” consider cigarettes of this brand to be the most balanced both in strength and in richness of taste. Of course, there are many varieties of this brand, only 14 species are represented in Russia, but, as a rule, after finding the most liked taste, the smoker remains faithful to him for a long time. Consumers, especially in recent times, have complained that there are a lot of fakes for Marlboro. Cigarettes, the price of which is quite high, are often falsified, which makes it difficult to find genuine cigarettes.
