THE MARLBORO MAN
Really interesting to know that before the Marlboro Man Campaign Marlboro was associated with women. The red band that appeared on the box was seen as a dark shade of pink and was seen as feminine therefore they where loosing out on majority of the target audience as more men then women smoked.
In 1954 what Marlboro shifted their emphasis from the actual act of smoking to an image of rebellion by using everyday, successful, good looking men in their adverts they sent the message to the common middle age man .
They used doctors, builders and the most popular the cowboy and any other characters that people would identify as being the ultimate masculine man. T
he message sent by these ads where that by Smoking Marlboro you will be self-reliant, independent and free from authority. By creating this idea of a rebellious, carefree attitude and associating it with Marlboro it become popular because of the risk involved in using it.They also darkened the red on their boxes.
And just like that today Marlboro is the most popular and most smoked cigarette in the world!
The Marlboro Man campaign is still known today as one of the largest and most successful campaigns in advertising history.
The power of a good looking cowboy!
Tayla-Lee Chick
Tayla-Lee Chick
By Tayla-Lee Chick
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