Little known fact: until the late 1950s, Marlboro was a cigarette for the ladies. And the introduction of the filter made Marlboro even more feminine. The brand actually died.
Leo Burnett rode to the rescue, offering a new target market for whom the filter had a real benefit: older men who were scared of lung cancer. But first they had to reposition the brand away from babies and mommys...
And so a legend was born, and communicated so consistently that it is now hard to think of the brand in any other way.
Righto, I'm off for a smoke.
(top image from here via Dr Cook)
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