During the 1960s, scientists came up with research that stated “Cigarettes cause cancer and are bad for health.” This put an $8 billion industry and 750,000 occupations at stake. Many businesses’ sales dropped, except for one that went from having a 1% market share at the time to becoming the 4th largest tobacco company within less than a year – Marlboro.
Marlboro not only managed to sail through the cigarette ads ban in the 1970s but also became worldwide popular. Today, it is one of the most popular US cigarette brands. Through this article, we will learn how it became a known brand and its marketing strategies and adaptations to stay relevant in the 21st century.
From Marlborough Street to a Global Brand
It is a brand that has become synonymous with rugged masculinity and freedom. It is an American brand of cigarettes owned and manufactured by Philip Morris USA. Philip Morris started a shop in London where he sold tobacco and rolled cigarettes in 1846. When he passed away from lung cancer in 1873, his brother Leopold and his widow Margaret kept the business going.
They even opened a factory on Great Marlborough Street, London, which inspired the name of the brand. In 1902, a branch was opened in New York to sell many types of cigarettes. The name was officially registered in the US in 1908, but the cigarettes didn’t hit the market under this name until 1923. When they were launched in 1924, they were promoted as “America’s luxury cigarette” and were mostly sold in fancy hotels and resorts.
The Marlboro Man
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It started as a brand that promoted cigarettes for women. They were milder and had a filter to be different from the stronger unfiltered cigarettes that men usually smoked. The filter had a red band to hide lipstick marks, and the tagline was ‘Mild as May’. But that changed in the 1960s when the era saw a major change in the tobacco industry when scientists published a study that cited the destructive nature of it on people’s health.
The Marlboro Man Campaign
The businesses were having a hard time after the study was released. People were getting wary of smoking which affected their sales. To retain their sales and image, many businesses attempted to downplay the seriousness of the government’s report or even challenged its validity, except Marlboro. Rather than denying or ignoring the statistics, the brand decided to change its identity to approach a wider audience.
It came up with an ad campaign that is regarded as the most successful advertising campaign of all time – The Marlboro Man. The campaign was first conceived in 1954 by Leo Burnett, aiming to reposition the brand from a women’s cigarette to a men’s cigarette. It featured the tagline “Come to Marlboro Country,” inviting consumers to join the cowboy lifestyle symbolized by the brand. This repositioning led to a remarkable increase in sales, from $5 billion in 1955 to $20 billion in 1957, representing a 300% increase within two years.
Cultural Impact of The Marlboro Man
The Marlboro Man became a symbol of the ideal American man, embodying toughness, hard work, and independence. Darrell Winfield, who modeled for the brand from 1968 to 1989, became the ideal poster child for the rugged, independent self-image that Philip Morris wanted to associate with its customers.
It has also made its way into popular culture, being referenced in various songs and even serving as an inspiration for characters in movies, such as “Harley Davidson and the Marlboro Man”. The campaign inadvertently managed to attract women as well, demonstrating its appeal that transcends gender. Despite the evolution of marketing regulations and anti-smoking campaigns, the Marlboro Man remains an iconic and enduring symbol in advertising.
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Product Diversification Throughout the Years
It has diversified its product offerings in response to changing consumer preferences and regulatory pressures. The brand has introduced variations such as Lights, Menthol, and Ultra Lights to cater to smokers seeking different experiences. With the growing demand for alternatives to traditional cigarettes, it has also released smokeless tobacco products and e-cigarettes.
Innovations and New Products
By introducing HeatSticks, a heated tobacco product, the brand made its first move into the emerging market of reduced-risk products. The brand offers different types of cigarettes to meet diverse consumer preferences and market segments. From full-flavored options to menthol varieties, it has various options available through its extensive product lineup.
In 2008, Philip Morris International made big changes to its brand worldwide. They created a new way to organize the different kinds of cigarettes into three groups: Flavour, Gold, and Fresh. This new system was meant to meet the different tastes of adult customers. All three groups still had the same brand style and feeling of confidence.
Challenges
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One of the most pressing challenges for the brand has been the global decline in smoking rates. In the United States, the percentage of adults who smoke has decreased from 20.9% in 2005 to 11.5% in 2021.
The rise of alternative nicotine products, such as e-cigarettes and nicotine pouches, has intensified competition in the nicotine market. It has faced significant challenges from new entrants offering these products. The market for reduced-risk products (RRPs) is highly fragmented, with many brands experiencing double-digit growth in recent years.
Changing Consumer Preferences
Consumer preferences have shifted towards reduced-risk products due to growing health concerns about traditional smoking. This shift has prompted the brand to introduce low-risk and health-conscious alternatives to stay in the market.
Market Share in Recent Years
Marlboro has historically held a dominant position in the cigarette market, with a significant market share in the U.S. and a strong global brand value. The brand’s global value was reported to be over 36 billion U.S. dollars as of 2022, making it the most valuable cigarette brand worldwide. However, its share value keeps fluctuating and has seen a decline in recent years. Yet, it is still one of the popular brands in the tobacco industry despite the challenges and controversies.
