By the early 1950s, Philip Morris was ranked #6 amongst the major USA cigarette companies and losing overall volume on most of its brands.

Philip Morris realized that to successfully challenge industry leaders, they would need a strong brand that would attract the majority of the market.

By 1954, Philip Morris decided to launch a new MARLBORO:–new “cork tip” filter to make it appear more masculine–new, more flavorful and stronger blend of tobacco–new, unprecedented package, Flip-Top Box with red roof

Philip Morris approached Leo Burnett Co with the prototype of the new MARLBORO product in 1954.

The agency team recommended:

– pack design modifications [solid roof top and typography change]

– solutions on positioning MARLBORO as men’s filter cigarette

– the “MARLBORO MAN” idea.

The first campaign

In a brainstorming session, Leo said “What’s the most masculine thing you can think of? ”And a writer said: “A Cowboy”.“Everything I knew told me this was right.”

The first advertising featured rugged men of adventure, of which, the cowboy was only one.

By the early 1950s, Philip Morris was ranked #6 amongst the major USA cigarette companies and losing overall volume on most of its brands.

Philip Morris realized that to successfully challenge industry leaders, they would need a strong brand that would attract the majority of the market.

To include female adult smokers, variety became the cornerstone of the campaign from the start. The message was not about a particular individual, but rather about a special attitude of men who smoked this special brand.

1956-1957: “Men of Adventure” campaign

1957-1959: “Where there’s a Man, there’s a MARLBORO”

1959-1962: “Settle back and have a full-flavor smoke”

The birth of Marlboro Country

By the early 1960s, it became obvious than adult smokers (both men and women) responded most strongly to the masculine, rugged men in the advertising, and particularly to cowboys.

By 1962, the American cowboy became the single expression of the Marlboro Man. Adult smokers were invited to join him in “Marlboro Country“; wherever a man smoked for flavor, be it Wall Street or the Great Divide, that was MARLBORO COUNTRY.

MARLBORO advertising was not created overnight. The intuition of Leo Burnett was to use a cowboy as the symbol of the “MARLBORO MAN” from the beginning. The campaign, however, evolved for several years, exploring different areas and routes before finally returning to the cowboy.

“MARLBORO COUNTRY” was born in early 1960s as a metaphor to give a home to a “special breed” of men who chose this cigarette.

“Come to where the flavor is. Come to MARLBORO Country” and the mythical Southwest home of the cowboy was born [as most great campaign ideas] almost by accident, where the footage of the cowboys was used with the “Magnificent 7” title music. By the mid-1960s, it became the campaign we know and have used for decades.

Following the introduction of the “MARLBORO COUNTRY” campaign, sales began to increase at an average of more than 10% during the 1960s -it was clear that the right advertising for the brand had finally arrived.

Responding to a strong menthol trend, MARLBORO Menthol was launched in 1966 to capitalize on the significant size of the menthol segment in the USA.

The Launch of Marlboro Lights

The second most important launch in MARLBORO history became MARLBORO Lights Soft Pack in 1972, which offered a successful alternative to adult smokers looking for a lower tar product.

MARLBORO finished 1972 as the best-selling cigarette in the world [excl. USA] and in 1975 it finally became the top selling cigarette in the USA. It will hold this title there and worldwide ever since.

Motorsports – F1

1972 MARLBORO began its historic association in motorsports. Started with its sponsorship of Formula One teams BRM and IsoMARLBORO-Ford.

In 1974 MARLBORO became famously associated with the McLaren team. MARLBORO-sponsored McLarens dominated F1 for much of the 1980s and early 1990s, with NikiLauda, Alain Prost and Ayrton Senna between them winning the drivers’ championship all but one year from 1984 to 1991.

After the departure of Ayrton Senna in 1993, MARLBORO McLaren did not win a race for three years. MARLBORO ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery.

Scuderia Ferrari

1972 MARLBORO began its historic association in motorsports. Started with its sponsorship of Formula One teams BRM and Iso MARLBORO-Ford.

In 1974 MARLBORO became famously associated with the McLaren team. MARLBORO-sponsored McLarens dominated F1 for much of the 1980s and early 1990s, with Niki Lauda, Alain Prost and Ayrton Senna between them winning the drivers’ championship all but one year from 1984 to 1991.

After the departure of Ayrton Senna in 1993, MARLBORO McLaren did not win a race for three years. MARLBORO ended their sponsorship of the team in 1996, which ended the famous red and white McLaren livery.

In the early 1990s, MARLBORO was the undisputed leader of the industry in the USA and the world. However, following the economic recession in the USA, a new fast-growing segment emerged -“discount” brands.

Following gradual and persistent price increases, MARLBORO became less affordable for many adult smokers during the recession. Its volumes began to decline for the first time since 1950s.

At the same time, a perceived “flavor gap” was identified between the Red and Lights packing. To offer adult smokers a MARLBORO alternative with a milder but still full-flavor smoke, the new packing was launched in 1991 -MARLBORO Medium.

Despite the success of MARLBORO Medium in closing the flavor gap, the overall brand continued to lose volume in the early 1990s due to the recession.

In 1993, Philip Morris took a dramatic step -the ex-factory price was lowered for all packings.

At first, Wall Street did not understand the reason behind the price decrease and the entire Dow Jones lost 2.0% of market capitalization in a single day. This day was termed “MARLBORO Friday” due to its effect on the entire stock market.

By mid-1990s, MARLBORO commanded approximately a third of the entire USA domestic cigarette market. However, the adult smokers’ tastes continued to evolve, particularly given the strong trend towards the ultra low tar products.

MARLBORO Ultra Lights was launched in 1998 in the USA and internationally in 2000 to address the move toward lower-tar cigarettes, becoming another successful brand introduction and contributed to the growth of the overall franchise.

Since the 1990's

MARLBORO non-mainline activities were expressions and ideas that were interesting for adult smokers of the times, and interpreted them in an engaging way.

But most importantly, they remained grounded in the brand essence and retained the unique character and feel of the brand.

Marlboro at a crossroad

•   Tar ceilings coupled with the reduction of flavor-adding ingredients weakened the proprietary nature of MARLBORO flavor recipe.
•   In many markets, an increasing desire for a more refined smoke.
•   In some markets, slim cigarettes were appealing to broader audiences than previously experienced. Menthol saw growth as well.
•   Concurrently, there remained a large number of adult smokers for whom a rich tobacco smoking experience is the central reason for their brand selection.
•   Increasing restrictions.

Liberating Marlboro

PMI concluded that in order to grow, they would need to liberate MARLBORO. They would need to fracture the brand. Remain flavorful and authentic, yet innovate to provide new progressive dimensions.

It created 3 distinct families that extended beyond taste intensity:

•   Flavor is superior tobacco satisfaction and personal confidence.
•   Gold is progressiveness in smoothness and social confidence.
•   Fresh is refreshing taste sensations and confidence to discover

Flavor Family Flavorful Smoking Satisfaction

Audience:

•   LA (min 18) – 24 smokers
•   Aspire to be peer group leader
•   Expect superior tobacco flavor

Promise:

•   Superior flavor satisfaction
•   Confident for peer group respect

Delivery:

•   Superior tobacco flavor at any tar
•   Purposeful, authentic innovation
•   Look of the leader: on trend

Values:

•   Independent, free, adventurous
•   Inner strength, confidence

Fine Touch Family Fine, balanced smoking pleasure

Audience:

•   LA (min 18) – 24 smokers
•   Aspire for social success
•   Value style and smoking

Promise:

•   Fine & Balanced smoking pleasure
•   Open minded & contemporary style

Delivery:

•   Progressive in taste at any tar
•   More pleasant odor, less aftertaste
•   High attention to style and detail

Values:

•   Responsive:Up-to-date & stylish
•   Open minded:Provide new ideas

Fresh Family Fresh Taste Sensation

Audience:

•   LA (min 18) – 24 smokers
•   Demand new experiences
•   Enjoy refreshing taste sensations

Promise:

•   Wide range of refreshing tastes
•   Free spirited exploration

Delivery:

•   Innovation leader in refreshing tastes
•   Not only menthol
•   Frequent promotions

Values:

•   Extroverted, easy-going
•   Exploratory

The birth of a new campaign

After successfully fracturing the brand, it became apparent the brand now needed to both change and align its image. MARLBORO was perceived as old fashioned across many key markets, lacking relevance, charisma and approachability. Even though MARLBORO was not resonating, the values of freedom, adventure , authenticity and master of destiny still were. MARLBORO needed a new voice.

MARLBORO believes in freedom. The ultimate freedom is being able to decide for yourself and, through your decisions, to shape your own destiny and fulfill your true potential MARLBORO exists to inspire you to take the lead in your life.

Be Marlboro

MARLBORO has always been a brand for the strong and independent those who think for themselves, make decisions and never stop bettering themselves.

MARLBORO’s opportunity? Eliminate the word “maybe” from adult smokers’ vocabulary and become the catalyst that inspires adult smokers from “thinking” about life, to taking the lead in their life.

A Confident Move for MARLBORO RED

Small pack changes have happened to the Red pack since its debut in 1954; however, there is nothing small about the change in 2014 . In 2014, MARLBORO makes its boldest pack change in sixty years.

•   A new pack conveys modern and smooth with its matte finish and clean look. The pack conveys confidence like no other brand.
•   The product contains the highest quality and round taste for a satisfying yet surprisingly smooth taste experience with all the flavor you expect from a MARLBORO.
•   The filter is firm for a consistent taste experience from the first to the last puff.

Red is here!

A campaign designed to celebrate the new MARLBORO RED features:

•   Satisfying yet smooth in taste soft and rounded.
•   More approachable inviting and gender inclusive.
•   More premium innovating to further enhance its quality.

campaign designed to celebrate simplicity at its best a renewed icon

Re-Unifying & Evolving

The objective became to create a Global Communication Platform that:

•   Is an evolution of the DBAM idea “Step up. Take the lead in your life.”
•   Increases flexibility / scalability
•   Brings a unique and consistent MARLBORO identity:One Brand –One Voice
•   Better addresses the needs and language of the “Achievers” and female adult smokers
•   Provides adequate tools for contemporary communication channels
•   Provides specific solutions for restricted / ultra dark markets

Product Communication

Marlboro red is positioned as the leader in the category for its satisfying smooth taste. Red represents the ever evolving icon of taste satisfaction.

Marlboro Smooth is the reference in smooth taste, highlighting its ego social benefits

Marlboro Fresh tastes into experience, exploring beyond the ordinary.