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The most powerful brand image of the century, the Marlboro Man stands worldwide as the ultimate American cowboy and masculine trademark, helping establish Marlboro cogarettes as the best-selling cigs brand in the world. In the s, Marlboro brand was first advertised as a premium cigarettes for women. But the brand never took hold, and by the s concerns over the connection between smoking and cancer drove many smokers to filtered brands. In a documentary, Burnett recalled the brainstorming session in which they stumbled upon their icon. They were all sorts of rugged individuals who smoked their cigarettes while performing equally manly tasks, from fixing their cars to fishing or hunting. The rather abrupt advertising about-face sparked a similar turn in sales. Unfortunately for Philip Morris, however, also brought with it one of the first rounds of negative publicity. In response, Marlboro once again turned to show its softer side. But this time it made sure to do so in a way that might retain the masculine appeal the company had worked so hard to cultivate, while calming the nerves of anxious smokers. These commercials, paired with print ads that showed apparently wealthy men relaxing for a smoke, lasted for a while. But as American politics became more complicated in the s, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. He was his own man in a world he owned. Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in some of the ads instead of actors just playing the part. The image took hold with enough force that even through a ban on televised tobacco advertisements that began in , the Marlboro Man survived unharmed. Instead of riding off into the sunset, the image turned up in print ads and on billboards all over the country. The striking print shot of cowboys enjoying a smoke on horseback continued to fuel sales growth. In , Marlboro became the No. As the anti-smoking movement has spread, the Marlboro Man brand has come under particular attack for his role in luring new customers to a cancer-causing habit. As a commercial icon, he is both reviled and revered. Games Movies TV Wikis. Retrieved from ' http: Ad blocker interference detected! Wikia is a free-to-use site that makes money from advertising. Remove the custom ad blocker rule s and the page will load as expected.
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