Marlboro cigarettes have had several different advertisement slogans such as "Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn't get in the way. Modern Flip-top box keeps every cigarette firm and fresh until you smoke it.” and “Mild as May” which have made Marlboro one of the best selling cigarettes in the United States.
Marlboro cigarettes were first introduced in 1924 from the Philip Morris Company. When they first hit the market they were targeted at women smokers but once they came back after briefly being off the market during World War II they then had to compete with other brands that had come on the market. Camel, Chesterfields and Lucky Strikes were targeting the US soldiers. This strategy gave these brands a firm grasp on the consumer market. This forced Marlboro to find a new way to reintroduce their brand of cigarettes.
When the Reader’s Digest published a story in the 1950's that linked cigarette smoking to lung cancer, Marlboro found it’s opening to reestablish the Marlboro brand on the market. They launched their filtered cigarettes and attempted to reclaim their footing with their new safer filtered cigarette. The hard part for Marlboro was the fact that many of the addicted smokers who were going to continue to smoke even after the announcement of the link between lung cancer and cigarettes were men. With their advertising still be geared toward women they need to give their marketing strategy a complete overhaul.
Marlboro reintroduced their brand in 1955 with a brand new image. The new image was of a male smoker who was lean and appeared relaxed in the outdoors. This gave every man from the cattle rancher to the Navy officer someone to relate too. The Marlboro Man was born. He had tattooed wrist which many took was meant to give him a romantic past, he had rugged hands that meant he was well aware of the score and he deserved to be respected. This was a man every smoking man wanted to be.
Not only did this increase the sales of the Marlboro brand of cigarettes
by 5,000 percent in the first eight months following the Marlboro Man
release it also raised them to the top selling filtered cigarette sold in
the state of New York. Marlboro continues to dominate the cigarette market
even in today’s world.