<ul><li>I History of Marlboro </li></ul><ul><li>II
women </li></ul><ul><li>history background </li></ul><ul><li>ad design </li></ul><ul><li>III Man </li></ul><ul><li>history background </li></ul><ul><li>ad design </li></ul><ul><li>ad campaigns </li></ul><ul><li>IV Sports and others </li></ul><ul><li>V Marketing of Marlboro </li></ul>
History of Marlboro 1902 Tiny
Philip Morris sets up a corporation in New York to sell its British brands <ul><li>Philip Morris, </li></ul><ul><li>Blues, </li></ul><ul><li>Cambridge, </li></ul><ul><li>Derby </li></ul><ul><li>Marlboro </li></ul>Marlboro was named after Marlborough Street, where its London factory is located. Marlboro is one of the earliest woman’s cigarette, featuring a red tip to hide lipstick marks. Man Always Remember Love Because Of Romantic Only
"Has smoking any more to
do with a woman's morals than has the color of her hair?" the advertisement reads. "Marlboros now ride in so many limousines, attend so many bridge parties, and repose in so many handbags." Women: 1902-1953 1924 Philip Morris re-introduces Marlboro with the slogan "Mild as May" Mild as May Theme
Women: 1902-1953 It never caught
on 1942 Brown and Williamson claims that Kools keep the head clear and give extra protection against colds. Lucky Strike, Chesterfield, and Camels all promote the health benefits of their cigarettes, including the prominent display of physicians. This practice continues into the 1950s, when it is abandoned in favor of silence on health issues. 1910 : Pall Mall, Sweet Caporals, Piedmont, Helmar and Fatima. 1917 : Lucky Strike, Camel and Chesterfield. 1930 : Lucky Strike, Camel, Chesterfield, Old Gold and Raleigh. 1940 : Camel, Lucky Strike, Chesterfield, Raleigh and Old Gold. 1950 : Camel, Lucky Strike, Chesterfield, Commander and Old Gold.
Men: 1955 1954 Marlboro advertising
taken over by the Chicago ad agency Leo Burnett. "Delivers the Goods on Flavor" ran the new slogan in newspaper ads. Design of the campaign, which features ‘Marlboro Men,’ is credited to John Landry of Philip Morris. Prior to initiating this campaign, Marlboro had <1% of the US market. 1954 年至 1955 年销售量扩大了 3 倍，一跃成为全美 10 大香烟品牌。 1 the addition of an integrated filter 2 the re-invention of the market through the debut of the "Marlboro Man" advertising campaign. Changes in 1955
The original Marlboro Man campaign
featured close-up images of all kinds of men using the product -- the cowboy was one, along with lifeguards, sailors, drill sergeants, construction workers, gamblers and other types suggestive of a masculine spirit and rugged independence. Men: 1955 He’s not a cowboy
Men: Softer 1957 By 1957,
Marlboro's sales were skyrocketing. Unfortunately for Philip Morris, however, 1957 also brought with it one of the first rounds of negative publicity. A study published in Reader's Digest linked smoking with cancer. In response, Marlboro once again turned to show its softer side. But this time it made sure to do so in a way that might retain the masculine appeal the company had worked so hard to cultivate. While calming the nerves of anxious smokers. Instead of focusing on the mysterious tattooed Marlboro Man, it turned the camera to sultry singer Julie London, who would share a smoke with her lucky male companion in between verses of the dreamy new "Settle Back With a Marlboro" theme.
Men: 1963 American politics became
more complicated in the 1960s, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. "In a world that was becoming increasingly complex and frustrating for the ordinary man," Landry explained, "the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned." 1963 Marlboro dispenses with tattooed sailors and athletes as the Marlboro Man and settles on the exclusive use of cowboys. For several years, Philip Morris research had shown that sales increased whenever they cowboys appeared in their campaigns. Marlboro's television advertisements in the '60s reflected the idea of freedom in wide-open spaces, especially once the theme from the movie The Magnificent Seven was added to the scenes of cowboys leading their herds through dusty canyons of "Marlboro Country" or charging off to rein in a stray colt. Part of the success of the campaign might be attributable to the fact that Marlboro forged some credibility by using real cowboys in some of the ads instead of actors just playing the part. He’s a cowboy
1964 Marlboro Country ad campaign
is launched. "Come to where the flavor is. Come to Marlboro Country." Marlboro sales begin growing at 10% a year. Campaigns
1971 TV cigarette advertising banned.
RJ Reynolds' top-selling Winston brand, which had been challenged by Philip Morris' Marlboro for most of the 60s, is particularly hard-hit. While the Marlboro cowboy translates into print advertising beautifully, Winston's only identifier was the jingle, "Winston tastes good, like a cigarette should." Winston focuses on promoting car racing, but steadily loses market share to Marlboro. Campaigns 1970 Most popular brands: Winston, Pall Mall, Marlboro, Salem and Kool. 1972 (1975?) Marlboro becomes the best-selling cigarette in the world. 1980 Most popular brands: Marlboro, Winston, Kool, Salem, and Pall Mall. 1990 Most popular brands: Marlboro, Winston, Salem, Kool and Newport. Marlboro outsells Winston by a 3-to1 margin.
Sports and others 1989 During
the 93-minute broadcast of the Marlboro Grand Prix, the Marlboro name appeared on the television screen 5,933 times for a total of 46 minutes. Sponsorship of televised sporting events becomes the principal means by which cigarette companies subvert the 1971 ban on TV advertising.
Marketing of Marlboro 美国的 20
年代被称作”迷惘的时代“。经过第一次世界大战的冲击，许多青年人都自认为受到了战争的创伤，只有拼命享乐才有冲淡创伤的可能。于是，他们或在爵士乐中尖声大叫，或沉浸在香烟的烟雾缭绕之中。无论男女，嘴上都会悠闲地衔着一支香烟。 In the 1960s, as American politics became more complicated, Jack Landry, the Marlboro brand manager at Philip Morris, saw an opening into which the cowboy fit like a glove. "In a world that was becoming increasingly complex and frustrating for the ordinary man," Landry explained, "the cowboy represented an antithesis -- a man whose environment was simplistic and relatively pressure free. He was his own man in a world he owned." （三）、充分利用社会思潮 在二战后美国的世界影响逐步强大的过程中，美国社会的价值观和生活方式对其他国家人民尤其是不发达国家的人民有着较大的吸引力，大多数国家人都以能拥有美国货为荣。 有人曾说过：“如果一个美国人想欧洲化，他必须去买一部奔驰；但如果一个人想美国化，那化只需抽万宝路。穿牛仔衣就可以了。”
( 四）、一致性与灵活性相结合 Marketing of Marlboro
70 年代，当万宝路广告在香港开始拓展时，香港人虽然对其优美的情境和美妙的音乐持欣赏态度，但对终日策马牧牛的牛仔却无太多好感 . 在香港人的心目中，牛仔是低下劳工，这就是在感情上格格不入。公司对万宝路广告做了及时的调整，在香港电视上出现的不再是美国西部纹身的牛仔，而是年轻、洒脱、在事业上有所成就的牧场主。在广告宣传上，打出“美国销售量第一”这一信息后，提出万宝路“希望给你一个多彩多姿的动感世界”，山丘、森林、海滨、沙滩，及伴随着优美的音乐而现的一幅幅豪迈地策马驰骋的景象，从而成功地敲开了香港的大门