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. 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.
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After in-depth analysis and careful consideration of the cigarette market, Leo Bona completely broke through the tasks and resources limited by Morris Company, and carried out a brand-new "transsexual operation" on Marlboro. He boldly proposed to Morris Company that Marlboro cigarettes should be changed into men's cigarettes and light cigarettes should be changed into heavy cigarettes, so as to increase the flavor content and boldly transform the image of Marlboro: the packaging adopted the first flat-open cover technology at that time, with red as the main color of the outer box.
The major change in advertising is that women are no longer the main target of Marlboro cigarette advertising, and the masculinity of Marlboro cigarettes is repeatedly emphasized in advertising, with the cowboy in the western United States emitting rough, heroic and heroic spirit as the brand image, attracting all consumers who love, appreciate and pursue this masculinity.
This is by far the most successful and greatest marketing plan. Because Leo Boehner boldly planned to break through resources and tasks, the fate of Morris Company was completely changed. The second year after the brand, marketing and advertising strategy of Marlboro changed according to Leo Bona's planning idea (1955), the sales volume of Marlboro cigarettes jumped to 10 among American cigarette brands, and then soared all the way.
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