How cowboy has pressed the duke. Marlboro brand history. Part 2

Image cigarettes advertising that now looks blasphemous became history: Cigarettes with filter that were Marlboro as well were taken by consumers exclusively as ladies cigarettes, however after terrible discovery of doctors such appearance of cigarettes started to look more save for consumer. Cigarettes manufacturers couldn't decide to launch on the market "male" cigarettes with filter it seemed to be definitely disastrous marketing mix. And, though, Philip Morris decided to make this step.

Gender reassignment operation

To change conception about cigarettes with filter like products "for girls" genius marketing decision was needed and Morris decided to invite one of the best American advertising specialists - Leo Burnett. Future advertisement legend decided to kill in the brand everything womanlike with the help of personified manliness. Some images invented by Burnett - "shellback", "steeplejack-builder", "military correspondent" had to add a fair amount of testosterone to Marlboro cigarettes. Yes, the first and main image was, of course, "Cowboy - plains tamer". Namely round this character Leo Burnett has built future advertising campaign.

First of all, cowboy has doted i's and crossed t's, proving that cigarette filter doesn't influence tobacco taste. Cowboy campaign in which photo models participated (later they were substituted with real cowboys) had incredible success. Cowboy - personification of American spirit - has cut consumer to the heart. Posters have resembled real heroes of America - brutal guys, subjugating wild steppes. They have won everyone - men and women, black-skinned and Latinos.