1. Mild as May
Philip, the world's largest tobacco company headquartered in new york, USA? 6? Philip Morris (hereinafter referred to as Philip Morris) originated in Britain. In 1847, Philip? 6? Mr Morris founded a tobacco company in England, and his business is very prosperous. 192, Philip? 6? Mr Morris's successor opened an agency in new york to sell a series of brands of cigarettes produced by the company, including Marlboro cigarettes. It is said that Marlboro's brand name comes from the street name "Marlborough" where the company's London factory is located. In 198, Marlboro brand was registered in the United States. In 1919, Philip Morris was formally established in the United States.
American young people in the 192s were called the "lost generation" because after the impact of World War I, many young people thought they were traumatized by the war, and they insisted that only the stimulation of jazz and cigarettes could dilute this trauma. Fashionable girls believe in carpe diem, and they pay attention to clothing and makeup, which makes them feel a little drunk. The madness and decadence of social atmosphere have led to a sharp increase in the number of female smokers. In this context, in 1924, Philip Morris Company positioned Marlboro brand as a lady cigarette and promoted it to the public. In order to become a big winner in women's cigarettes, Philip Morris has done a lot of work: first, it echoes the femininity of female smokers and defines the advertising language as "gentle as May" to win the favor of female smokers for Marlboro; Second, because female smokers often complained that white cigarette holders were stained with their red lipstick, it was very indecent. Philip Morris then dyed Marlboro's cigarette holder red, hoping that female smokers would be moved by this meticulous care, thus opening up sales; Thirdly, the Marlboro brand name is disassembled into "Men Always Remember Ladies Because of Romance Only", so that Marlboro cigarettes can become female smokers' confidantes.
However, contrary to expectations, Marlboro remained unknown from 1924 to the 195s. Although the advertising positioning of women's cigarettes highlights Marlboro's brand personality and puts forward a preference for a certain type of consumers, it also sets obstacles for its future development, which makes it difficult to expand its consumer range. Specifically, there are three reasons: First, women's hobby of cigarettes is generally limited to pre-marriage, because pregnant women generally stop smoking and may quit smoking after giving birth. As a special commodity, cigarettes must form a solid consumer group. The more times they repeat consumption, the greater the sales income that the consumer group brings to manufacturers. Second, because of their love of beauty, women are often worried that excessive smoking will make their teeth yellow and their complexion will be affected. They are much more temperate than male smokers when smoking, so there are fewer "addicts". Third, the slogan "Mild as May" is so meaty that the majority of male smokers are discouraged from it.
2. Where there are men, there are Marlboros
Brand image is consumers' perceptual cognition of the brand, a reflection of the brand status quo in consumers' minds and a reflection of brand assets. When brand image is not conducive to sales growth and has a negative impact on consumers' minds, it is imperative to change brand positioning and update brand image. Consistent brand positioning will bring cumulative effects to the brand, but if a brand positioning can't adapt to the times or the market, it should be adjusted accordingly.
Marlboro's failure to target women's market did not frustrate the leaders of Philip Morris. They rallied themselves and entrusted Leo? 6? 1 Leo Burnett advertising company makes communication planning for Marlboro. Leo? 6? Boehner suggested that Philip Morris wash away the lead for Marlboro brand and give it a manly image. In the choice of advertising image spokesperson-"Marlboro Man", Fei Mo used climbers, coachmen, divers and lumberjacks, but finally focused his ideal man image on the western cowboy with deep eyes, rough skin and boldness. The western cowboy in the advertisement was charming: his sleeves were rolled up high, his hairy arms were exposed, a smoky Marlboro cigarette was sandwiched between his fingers, and he was riding on his crotch. The western cowboy advertisement came out in 1954, which brought great wealth to Marlboro. In 1955, Marlboro won the tenth largest cigarette brand in the United States. In 1968, Marlboro's single brand market share jumped to the second place in the United States. In 1975, Marlboro took the title of American cigarette sales. In the mid-198s, Marlboro became the leading brand in the tobacco world, and this global dominance has continued to this day. Philip Morris invested tens of billions of dollars in advertising fees, and finally established the brand image of "Where there are men, there are Marlboros" in people's minds. The unrestrained and free cowboy in the west represents the indomitable manly spirit in pioneering the cause in the United States.
In p>1987, a survey of 1546 Marlboro cigarette lovers by Forbes magazine showed that what really fascinated smokers was not the slight product difference between Marlboro cigarettes and other brands of cigarettes, but the satisfaction and satisfaction brought to smokers by the masculinity of advertisers smearing Marlboro cigarettes.