Marlboro was originally marketed as a woman's cigarette in the 1920s but was repositioned in the 1950s-1970s to target male smokers as concerns about the health risks of smoking grew. The brand hired Leo Burnett to develop a new "Marlboro Man" cowboy image promoting masculinity and independence through magazine and billboard advertisements. This successful repositioning transformed Marlboro into the top-selling cigarette brand in the U.S. by targeting men seeking a more "macho" cigarette, though the real cowboys depicted later suffered health effects from smoking.

1. Brand Repositioning Story
Presented By
Group Number 6
Muzamil Quadir
Junaid Hassan
Imran Khan

2. MARLBORO changed its Sex 
.

3. Introduction
• Belonged to Philip Morris Inc. now Altria Group, Inc.
• Named after Great Marlborough Street
• Brand launched in 1924 as a woman’s cigarette
• Famous for its flavour, billboard advertisements and
magazine advertisements of the Marlboro Man.
• By 1992, Financial World ranked Marlboro the world's
No. 1 most valuable brand, with a market worth of $32
billion.
• In 2001 it was the most popular cigarette brand in the
U.S.
• Placed at the 7th spot in the recent Millward Brown
Company’s Top 100 brands in the world

4. Before Repositioning
• Slogan: Mild as May
Had a red band around the filter to hide lip stick
stains
Calling it “Beauty Tips to Keep the
Paper from
Your Lips“
• Tagline:-"Discerning feminine taste is now
confirming the judgment of masculine
connoisseurs in expressing unanimous preference
for the Aristocrat of Cigarettes. . . ."

5. Just one question mom

6. Have a Marlboro

7. Why Repositioning
• In 1950’s the scientists’ arrived at a finding
that smoking causes lung cancer
• Filter cigarettes began to be perceived safer
• Cigarette manufacturer’s not in favour of
filtered ones
• Low volume of sales
• Filtered cigarettes were cheaper to produce

8. Repositioning
• Philip Morris hires Chicago Advertising executive
Leo Burnett
• Used Cowboy images and increased from
marginal share to the 4th best selling Brand in a
span of 1 year

9. Marlboro man

10. .

11. Sponsoring Formula 1 Racing

12. Marlboro is safer

13. In 1962 "Come to where the flavor is . . . Come to
Marlboro Country”

14. Year 1971 CIGARETTE ADS BANNED
• Cowboy made a smooth transition to print
and billboards since he never said anything
anyway.

15. Cowboy used in antismoking campaign
in France
• Philip Morris sued them and their ads were off
the print

16. ISSUES
• The real cowboys have died of smoking
related diseases like lung cancer, emphysema
and strokes
• So did Philip Morris

17. Your opinion
• Is it right to mislead people to believe that
smoking provides MACHO Image for men?

18. THANK YOU