Succesfull history of Marlboro brand

Already at that time he was known as the creator of the popular advertising characters, among them - Jolly Green Giant (obviously, later to become the prototype of the notorious Shrek), Charlie Tuna, the elves and cat Kibler Morris (Is this coincidence by chance the name of the cat family and the founder of the brand " Marlboro? "). Leo Burnett seriously thought about the status quo and made an important decision. We had finally and irrevocably destroy the old image of tobacco products for "ladies, penetrating flavor which confirms the fidelity of male proposition that" Marlboro "- is an aristocrat among the cigarettes." And these things meant to make a difficult act to bright symbol of masculinity. At that time, the images should have been much more than was the result: Burnett believed that on the TV screen to appear brave war correspondent, battered life "sea dog" who loves extreme high-altitude construction. However, the first images concocted - "cowboy - a tamer of the prairie" - conceived an unexpected success. On this basis, and was built which brought such an incredible advertising campaign results.More info about Marlboro brand read more.

But the story of the transformation in men's ladies' cigarettes was not so simple: the events that take place behind the scenes, was forced to sweat as the most expert in advertising, and the founder of the concern «Philip Morris International». The fact that in the beginning, Philip Morris is not so much like the idea of ​​Burnett. Determined to find out how it is realistic and voplotima in life, he turned to a group of researchers. Their work is not pleased: it turns out, in the United States at that time remained only about 3,000 professional cowboys. Morris did not believe that the average office worker will associate themselves with such idealistic advertising character. However, the language in Burnett was suspended fine, and psychology, he knew perfectly. Adman was sure that the person needs something bright and fairly remote, so inaccessible, far and near - the image to which it can aspire to. Manly squint bright eyes, bronze tan, sharply defined cheekbones, striking curved field hat, and, of course, the smoke, which is a winding stream tends upwards, the blue sky above the sun-desiccated earth canyon ... In fact, this image - something like a Jungian archetype, firmly entrenched in the minds of many millions of viewers in front row: "Smoking - it's cool."

And Burnett was able to bring these prospects to the administrator: he still managed to break the wall of mistrust, and the guys agreed to a die-hard cowboy image. With this sale «Marlboro» already for a year have grown so much that moved from the last place (then production Concern «Philip Morris International» took less than 1% market share) in fourth in the ranking of sales of tobacco products worldwide, becoming the cigarettes champions. Of course, at that time was not yet known, that filter cigarettes also generate significant health hazard. But there is no particular confidence that it could at least someone would stop if a person has (even on an unconscious level) the decision to destroy yourself, stop it from doing so no one can.