In the early 1960s, Don Tennant, who advertised Marlboro, created Marlboro Village and a cowboy named Marlboro Man in the west to strengthen the male image. Marlboro immediately became very popular, and its sales increased by as much as 5000% within eight months after the launch of the publicity plan.
During the1980s, Marlboro filmed many impressive TV advertisements, with the theme of cowboys in the west and even the Forbidden City in China. However, due to the global ban on broadcasting cigarette advertisements on TV, these advertisements have become history.
Marlboro has always been a strong sponsor of racing cars, including Formula One cars. It is a long-term sponsor of McLaren and Ferrari in recent years. Since the 1990' s, countries have banned cigarette advertisements one after another, and the red and white logo of Marlboro has gradually faded out on the racetrack.
"Mild as May" is an advertising campaign used by Marlboro brands before adding filters to their products. This product has been approved by mae west and sold to women.
"Marlboro Mileage" on three packs of Marlboro mint cigarettes, from old to new. When the program stopped in 2006, the packaging was also redesigned (see right).
At that time, one of the characteristics of Marlboro cigarettes was the red tip, which concealed the lipstick marks left by women when they smoked.
This sport was abandoned and replaced by a more masculine Marlboro men's sport, lest the filter be considered unmanly. In the early1960s, Philip Morris (together with advertising director Thomas Hazler) invented "Marlboro Country" and refined their masculine image into a rough cowboy. The TV advertisements called "Marlboro Men" including the theme Marlboro created by Elmer Bernstein for the classic western film "Biography of the Seven Chivalrous Men" quickly gained market share, and the sales increased within 8 months after the premiere of the advertising campaign.
Over the years, Marlboro's advertising campaign has been represented by red, American western scenery and rough cowboys. These three elements, whether combined or separated, are easy to identify and are called Marlboro countries, even if there is no mention of brand names or slogans. The image embodied in Marlboro advertising campaign has immediately become a globally recognized icon, which embodies an idealized and attractive American lifestyle.
In order to cooperate with the new "Marlboro Men" advertising campaign, Philip Morris began to add "Marlboro Mileage" to the bar code of each pack of Marlboro cigarettes. These miles can be exchanged for all kinds of goods with Marlboro brand and logo, from cooking utensils and camping equipment to clothing and lighters. This promotion method is similar to the "C-note" exchange system on Camel brand cigarette packaging, which was phased out in 2006. The exchange activities were called "Marlboro Country Store" and "Marlboro Equipment" in different periods.
In the United States, "outsmart the West" is an annual promotion competition, which began in 2004. This is a publicity campaign for adults selected in the Marlboro mailing list. The four-person team received 100 questions, which are mysterious clues to the location in the western United States. The 20 teams that submit the most correct answers before the deadline (20061February 6, 438+08, outsmart West 3) will win the trip to Marlboro Ranch. Once they arrive at the ranch, the top team will be announced and get a bonus of $ 1 million. The activity aims to build a brand community.
In 2007, in retaliation for the advertising ban of Formula One, Marlboro released a limited edition package for its Marlboro red brand, featuring a slide-out box and depicting a Ferrari Formula One racing car.