Marlboro. Famous iconic brand
Today, Marlboro is one of the most popular cigarettes in the world, although these cigarettes are far from the first place in terms of sales. And all because Marlboro is, first of all, a cult brand with a real masculine character, and only then the actual cigarettes.
Against this background, the fact that Marlboro was originally offered as ladies' cigarettes is especially interesting (this was a time when women were just starting to fight for equality). At the time, men didn't smoke filtered cigarettes, so willy-nilly, manufacturers had to market Marlboro as women's cigarettes. And it turned out to be a failed decision, so Marlboro was known only as another obscure brand of filter cigarettes.
But soon the very attitude towards smoking changed. This happened when the American public learned that lung cancer could result from smoking. It was 1953, and there was no disease worse than cancer for people of that generation, so after publications about the connection between smoking and cancer, the number of smokers dropped to a maximum. And cigarette sales have plummeted.
In this difficult time, only something unusual could save the situation. And the salvation was the legend of American advertising Leo Burnett, who was told by Philip Morris about the risky decision to reorient women's Marlboro cigarettes into purely men's ones. It was then that the iconic image of the cowboy invented by Burnett appeared, which is now inseparable from the Marlboro brand. The design of the pack has also changed to the one that is still used today.
By the way, it is thanks to Marlboro that today we have solid cigarette packs that have a hinged lid (the official name for such boxes is “flip-top”). On the one hand, such packaging protects cigarettes from external influences, and on the other hand, this is a very original advertising move, when a smoker “voluntarily” advertises a product and brand, each time taking a Marlboro pack out (other cigarette packs of that time allowed you to take a cigarette out of your pocket without while taking out the whole pack).
It is interesting that such a masculine orientation worked. Marlboro, despite the presence of a dubious “non-male” filter, began to be actively bought up by men, and since then no one in the whole world considers the presence of a filter on cigarettes a sign of weakness. However, what turned out to be more important here - the fear of catching lung cancer or a successful advertising campaign - experts are still arguing.
But those who consider themselves a tough man do not care about the opinion of specialists, and even about the warnings of doctors. And that's why tough guys smoke Marlboros without realizing that they were once women's cigarettes. And the Marlboro brand has become the standard of a truly masculine character.
Other famous iconic brands:
• Louis Vuitton. Famous iconic brand
• L`Oreal. Famous iconic brand
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