How The Marlboro Man Made Marlboro The Biggest-Selling Cigarette In The World?
- Shivendra Singh
- Feb 4, 2016
- 2 min read
When Leo Burnett, who (along with David Ogilvy) is considered to be a pioneer of modern advertising, was approached to "reposition" Marlboro cigarettes in mid 1950's, he faced an enormous challenge:
One, in its initial years, Marlboro was marketed solely to female smokers — "Mild as May", it was called! Leo Burnett was asked to change that and market the smokes as a global brand aimed primarily at male smokers.
Two, by 1950's, owing to emerging scientific studies that labelled smoking as injurious to health, every major brand in the world (including Marlboro) launched filtered cigarettes. Filtered cigarettes, you see, were thought of as feminine at the time, and, hence, were not too attractive to male smokers.
So, up against these challenges, Leo Burnett conceived The Marlboro Man — a "rugged" cowboy, smoking in the countryside, unreactive, and tough, perhaps taking a break, or immersed in deep thought. The campaign involved a string of cowboys (some of them real cowboys) highlighting: "Come to where flavor is. Come to Marlboro Country".
THAT brand image is a testament to the power that the art of branding holds in the marketplace in particular, and in life in general. Because no sooner did The Marlboro Man hit the audiences than the sales of Marlboro smokes rose three hundred percent! From being an obscure cigarette catering primarily to female smokers, Marlboro became the leading brand in the world — all that because Leo Burnett got the "appeal" right.
Neither did he focus on the technology of the filter or on the reduced health risks (something that all the other brands started pouring money in) nor did he counter the claims of the scientific studies. He simply focused on the act of smoking: a man taking a break from his work, lighting a smoke, puffing, thinking, and relaxing.
Often, the simplest thing in the world is also the most powerful! Leo Burnett's Marlboro Man is often cited as one of the most brilliant marketing ideas, and even after more than half a century, it runs — almost without change!
By the way: This was NOT written to advertise smoking; it was written to tell the tale of Marlboro Man and to underscore the power of Branding in modern advertising. Smoking is injurious to health, but so is ANYTHING in the world if done in excess. Perhaps, clicking selfies and/or having ice-creams are exceptions (though they, too, are becoming targets of 'the moral police' and/or 'the health brigade'). The point is, if you are an adult, and you know that you are responsible, then don't let anybody define things for you. Smoke, but know your lines. If done well, and within limits, smoking can often create space and time, far from the madding crowd. It often leads to a new thought, a fresh chapter, in a moment when you are occupied only with yourself!
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