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Marlboro 2

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EvgeniyaBasenko
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Marlboro: from Mommies to Cowboys The history of Marlboro brand ,[object Object],[object Object],[object Object],[object Object]
Marlboro ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1920s Marlboro was first advertised as a premium cigarette for women, a milder version of the smokes well dressed men might puff on after dinner.
1920s They were positioned as cigarettes for emancipated women, and the tip of the cigarette was coloured pink (red) to hide the lipstick prints and protect women’s white teeth from yellowing.
[object Object],[object Object],[object Object],[object Object]
1953 Officially proved that smoking causes lung cancer. ,[object Object],[object Object]
1953: Gee, Dad, you always get the best of everything… even Marlboro! ,[object Object],[object Object]
[object Object],[object Object],[object Object]
1954: Leo Burnett ,[object Object],[object Object],[object Object],"I said, 'What's the most masculine symbol you can think of?' And right off the top of his head one of these writers spoke up and said a cowboy . And I said, 'That's for sure.'"
1950s : Marlboro Man ,[object Object]
1954: Flip-top box ,[object Object]
“ The filter doesn’t go between you and the flavour” 1955
1956-1957 ,[object Object],[object Object],[object Object],[object Object]
1958-1959 ,[object Object],[object Object],[object Object],[object Object]
Better makin’s
Why don’t you settle back and have a full-flavoured smoke? ,[object Object],[object Object]
1960s ,[object Object]
Come to Marlboro Country ,[object Object]
Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in ads.
[object Object],Wayne McLaren, 1970s
1967: “Longhorns” and Menthol cigarettes released
1970s
1972: “ Special Beach Offer”
1985: 25 cigarettes’ pack released
1990s: maintaining Cowboy theme
Marlboro marketing around the world
Now ,[object Object],[object Object],[object Object],[object Object]

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Marlboro 2

  • 1.
  • 2.
  • 3. 1920s Marlboro was first advertised as a premium cigarette for women, a milder version of the smokes well dressed men might puff on after dinner.
  • 4. 1920s They were positioned as cigarettes for emancipated women, and the tip of the cigarette was coloured pink (red) to hide the lipstick prints and protect women’s white teeth from yellowing.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10.
  • 11.
  • 12. “ The filter doesn’t go between you and the flavour” 1955
  • 13.
  • 14.
  • 16.
  • 17.
  • 18.
  • 19. Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in ads.
  • 20.
  • 21. 1967: “Longhorns” and Menthol cigarettes released
  • 22. 1970s
  • 23. 1972: “ Special Beach Offer”
  • 24. 1985: 25 cigarettes’ pack released
  • 25. 1990s: maintaining Cowboy theme
  • 26. Marlboro marketing around the world
  • 27.