When it comes to Marlboro, people will think of cowboys in the western United States, who are bold, bold, energetic and masculine, showing that where there are men, there is Marlboro's famous brand image.
American "Capitalist" magazine has investigated the reasons why addicted gentlemen like Marlboro. Many people think that this brand has a strong smell of smoke and good taste, which makes people feel happy. However, the magazine believes that what causes people to have a good impression on Marlboro is not the difference in taste between Marlboro and other brands of cigarettes, but the sense of superiority brought by Marlboro's image.
However, the original Marlboro image does not have the characteristics of men.
1924, Marlboro was born in America. At that time, both men and women in America liked smoking, but women complained that cigarette butts often stained their lipsticks. Therefore, Philip Morris decided to produce a cigarette "Marlboro" that does not damage women's lipstick. Marlboro, the abbreviation of "manalwaysrememberlovea Because of Fromanticonly", means that a man can never forget a woman's love. The advertising slogan is "as mild as the weather in May". Because this image is full of powder, it cannot keep the appetite of many male addicts. Until the 1950s, "Marlboro" was unknown. 1954, Marlboro changed its policy and changed its main image into a tough guy. Philip chose the cowboy from the images of coachman, diver and farmer. Tough horses and thick hairy arms represent Marlboro. Only one year after the image change, the sales volume tripled, rising to the second place among American peers in the 1960s and the first brand in the 1970s. In order to maintain the image of a man, the company has been sending people to distant pastures to look for the image of indigenous cowboys for the past 40 years. The image with the highest frequency at present is found in 1987.
However, this image is not unique. In 1970s, Marlboro began to expand in Hong Kong. However, in the eyes of Hong Kong people, cowboys are lower-class workers, not a symbol of elegance. Thus, Marlboro changed its image again. Marlboro in Hong Kong is not a tattooed cowboy, but a young and free-spirited farmer with a successful career. By extension, Marlboro's image in Japan is that a shepherd boy conquers nature and lives an idyllic life after returning to nature.
At present, more and more smoking cessation campaigns, the propaganda that smoking is harmful to health, and the collection of high cigarette taxes have caused considerable restrictions on tobacco companies. However, the charm of Marlboro still exists, and its flexible image design adapted to local conditions is undoubtedly one of the reasons for its success.