Marlboro

Marlboro is a mark of Cigarette of Altria (in the past Philip Morris Companies Inc).

The Marlboro mark in itself comes from the address (street Marlborough) of an old manufacture of London.

It is currently the mark of cigarette the most sold in the world - sold in 180 countries.

Beginnings

When Marlboro is born in 1926, the mark targets a women. All is indeed designed to allure Mesdames: one of the ends of the cigarette is red, which makes the traces of lipstick invisible, and each publicity is accompanied by a " council beauté". At that time, Marlboro is placed at the 15th rank of the classification of the cigarettes best sold in the USA.

The change

In 1954, the company Philip Morris decides to reposition Marlboro and to modify the product. Among the major modifications of the product one can quote: a mixture of stronger tobacco, a new filter - imitation cork, as one finds some always today - and the arrival of new a packaging known under the name of " flip-signal box".

At this same time, Leo Burnett - advertizing executive in Chicago - sees himself entrusting the publicity of the Marlboro news. It is him which will make of Marlboro the mark of cigarettes the most sold with the world. Before centering itself on the cow-boy, the communication of Marlboro puts in scene a series of virile men, the cow-boy being one of them.

Marlboro Man

With the beginning of the year sixty, the decision is made to only center the countryside on the cow-boy. The idea to use a cowboy as icon is probably the best idea than Mr Burnett ever had. To support the image of the cow-boy, the agency decides to give him an environment: " Marlboro Country". The repercussions are fantastic, and Marlboro climbs the levels for finally becoming the mark of cigarettes the most sold with the world.

Advertizing icon bludgeoned in the world, it [[cow servant boy] came from there to symbolize the Marlboro mark under the name of Marlboro Man . An actor celebrates representing this icon for publicities, Wayne McLaren, died of a lung cancer…]

Emergence of Marlboro

It is into 1978 that Marlboro becomes world leader. This success is explained by the addition of Ammoniaque which increases the free quantity of nicotine (see lower bond on the responsibility for the tobacco industry).

Urban legends

Since the years 1980, urban legends affirm that there exists a bond between Marlboro and the Ku Klux Klan:

the red, the white and the black are the colors of the Ku Klux Klan (cf logo).
the red triangles form three K on the package
By holding a package with back, one can roughly read in phonetics “oroble jew”
By holding a package with back, the legs of the M of the L and B would evoke a spectator who looks at one hung.
the between-thighs of the horses of the initials would evoke a member of Ku Klux Klan vêtu of the white tunic tightening the arm with the manner of the extreme-right-hand side.
Marlboro is written in white with the top of the package, while in lower part of the package, he is written in black.

External bonds

the responsibility for the tobacco industry in nicotinic pandemia

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