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.............................. Marlboro Cigarettes
Logo and Trademark..............................
Marlboro is a brand of cigarette made by Altria. It is famous for its billboard advertisements and magazine ads of the Marlboro Man. Philip Morris, a London-based cigarette manufacturer, created a New York subsidiary in 1902 to sell several of its cigarette brands, including Marlboro. By 1924 they were advertising Marlboro as a woman's cigarette based on the slogan "Mild As May". The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish a firm hold on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return.
During the 1950s Reader's Digest magazine published a series of articles that linked smoking with lung cancer. Phillip Morris, and the other cigarette companies took notice and each began to market filtered cigarettes. The new Marlboro with a filtered end was launched in 1955. In the early 1960s Philip Morris invented "Marlboro Country" and distilled their manly imagery into the rugged cowboys known as the "Marlboro Men." Marlboro quickly gained market share and saw their sales increase 5,000 percent within 8 months of the ad campaign's premiere. It emerged as the number one youth-initiation brand, largely on its reputation as a full-flavored brand considered delicious by many smokers.
The brand is named after Great Marlborough Street, the location of its original London Factory. Richmond, Virginia, is now the location of the largest Marlboro cigarette manufacturing plant.
In the 1980s an urban myth spread throughout the United States and even Europe, that Marlboro packaging carried imagery related to the Ku Klux Klan. The myth held that the Klan owned all, or a major part of, the Philip Morris company, and that Philip Morris himself was involved with the organization. The myth also held that the symbols on the sides of the Marlboro represented 'K,K,K', as well as Marlboro upside down being seen, by some, to read 'Orobl Jew'. In addition, when the Marlboro pack is held upside down and the top half of the letters are covered, one can allegedly see an image of a man and a midget being hanged. Finally, if one looks between the legs of the prancing horse they can supposedly see that the white outline resembles the infamous Ku Klux Klan hood. These allegations are unfounded; ownership of even 1% of the company would require over $500 million, and Philip Morris was a British tobacco merchant.
As of July 25, 2006, the Rothman, Benson and Hedges company released a similar proprietary brand of cigarettes into the Canada market under the label Rooftop, distinguished by the use of the Rooftop package design found in Canada in the 1950s. The Rooftop design is presently owned by a predecessor company to Philip Morris USA and now owned in Canada by Philip Morris Products SA. Marlboro cigarettes are known to be the best amongst younger smokers in the UK.
The company is unable to release the product under the Marlboro brand as neither Philip Morris Products, SA, its affiliates or Rothman Benson Hedges has any rights to use the Marlboro brand name in Canada. (There is already a brand in Canada called "Canadian Marlboros", which is owned and manufactured by the British American Tobacco company). The cigarette was available in three varieties: Rooftop Reds (rebadged Marlboro Reds), Rooftop Gold (Marlboro Lights) and Rooftop Silver (Marlboro Extra Light). All cigarettes were issued in King Size.
Marlboro Friday happened on April 2, 1993 when Philip Morris announced a 20% price cut to their Marlboro cigarettes to fight back against the bargain brand competitors who were increasingly eating into their market share. As a result, Philip Morris's stock took a major dive, along with the share value of other household brands including Heinz, Coca-Cola, and RJR Nabisco. Fortune magazine deemed it "the day the Marlboro Man fell off his horse"
Investors interpreted the price slash as an admission of defeat from the Marlboro brand, that Philip Morris could no longer justify its higher price tag and now had to compete with generic brands. Since the Marlboro man was an image that stood since 1954, it was considered one of the biggest marketing icons, investors reasoned that to see the Marlboro icon give into a price war, the marketing itself must be ineffective. As a result of plummeting stock value in major American brands, 1993 marked a slight decrease in U.S. ad expenditures. Companies began investing in promotions rather than advertising. In 1983 in the U.S, the average expenditure on marketing was 70% advertising and 20% on promotions, by 1993 it had made a complete turn around, to 70% on promotions and 20% on advertising.
It was the only decrease to occur since 1970. At the time, this event was regarded as signifying "the death of a brand" and the advent of a "value-minded" consumer generation who pay more attention to the real value of products and not the brand names. This view soon proved to be incorrect, with the rest of the decade's economy being dominated by brands and driven by high-budget marketing campaigns. Marlboro cigarettes are also thought by some smokers to have a distinct flavor.
Mild as May" was the advertising campaign used by Marlboro brand before they added a filtered tip to their product. The product was endorsed by Mae West and marketed towards women. One of the features of Marlboro cigarettes at the time was a red tip, which hid lipstick marks that women would leave while smoking.
This campaign was dropped in favor of a more masculine Marlboro Man campaign. In the early 1960s Philip Morris (with advertising director Thomas Hutzler) invented "Marlboro Country" and distilled their manly imagery into a rugged cowboy known as the "Marlboro Man." Television commercials included Elmer Bernstein's theme for the classic western "The Magnificent Seven." Marlboro quickly gained market share and saw their sales increase 5,000% within 8 months of the ad campaign's premiere.
Through the years, Marlboro ad campaigns have been represented by reddish colors, American Western landscapes and a rugged cowboy. These three elements, either combined or separate, are well recognizable and known as Marlboro Country, even without mentioning the brand name or slogan. The image embodied by the Marlboro ad campaign has become an immediately and universally recognizable icon embodying an idealized and appealing American lifestyle.
As a tie-in to the new "Marlboro Man" advertising campaign, Philip Morris began including "Marlboro Miles" above the barcode on each pack of Marlboro cigarettes. These Miles could be redeemed via a mail-order catalog for a variety of merchandise emblazoned with the Marlboro brand and logo, running the gamut from cooking implements and camping gear to apparel and lighters. This promotion--similar to the "C-note" redemption system for coupons found on packs of Camel cigarettes--was phased out in 2006. The redemption campaigns were referred to at various times as "Marlboro Country Store" and "Marlboro Gear".
In the US Outwit the West is an annual promotional competition first run in 2004. It is a targeted campaign to selected adults on the Marlboro mailing list. Four-member teams receive 100 questions which are cryptic clues to locations in the American West. The 20 teams who submit the largest number of correct answers by the deadline (December 18, 2006 for Outwit the West 3) win a trip to the Marlboro Ranch. Once at the ranch, the top group is revealed and awarded the $1,000,000 prize. The campaign aims to build a brand community.
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