In 1902, Philip Morris, British cigarette manufacturer, based subsidiary of the corporation in New York. Marlboro cigarettes were submitted to the U.S. market as the cigarette choice for women. Marlboro cigarettes women, it was announced under the slogan "soft as May." A series of ads in 1926 depicted a woman's hand reaching for a cigarette.
The special design of Marlboro cigarettes shows a red tip, which hid lipstick marks that women would leave while smoking.
However, the Marlboro brand of cigarettes faltered during the Second World War and had to be withdrawn from the market. The brand was re-introduced to the market in the 1950s, when many smokers began to worry about the health aspects of their habits. While most of the cigarettes is not filtered.
Since Marlboro filtered cigarettes were previously focused mainly on the female audience smoking, Philip Morris has decided to extend the range of clients, referring to a group of affiliated male smokers, who were afraid of acquiring lung cancer. Therefore, promotional strategies have been completely revised.
As a result "tattooed" campaign began in 1955. New ad for a popular image of the rugged men (cattle ranch, an officer in the Navy, leaflets), - "whose tattooed wrist suggested a romantic past, the man who once worked with his hands, who knew the score, which deserves respect." New Marlboro smokers were depicted smoking during task execution, bravely. "Man-sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. It works fine, but do not interfere. Modern Flip-top box keeps every cigarette firm and fresh until you smoke ". - Phillip Morris Marlboro advertising.
The campaign has proved that there was nothing feminine about the filtered cigarettes and tripled sales in 1957. In 1954, the cowboy image was introduced and became the most popular Marlboro advertisement character ever. By 1963, Marlboro cowboy became the only character in the marketing of cigarettes Marlboro. Geometric pattern of red, white and black letters, flip-top Marlboro package increased the attractiveness of a strong independent person.
By 1972, Marlboro cigarettes became the most popular around the world and remained so for many years that followed. By 1992, Marlboro financial world number 1 place in the world's most expensive brands with a market worth 32 billion dollars. Today marks Philip Morris "tobacco in 180 countries, has 38% market share in the U.S. is the best-selling cigarettes in the world, and the tenth-most valuable product brands overall.
Company Name Philip Morris has long been associated with high quality tobacco products and world-famous brands of cigarettes. Today, proudly bears the name of a leading cigarette manufacturer in the U.S., Philip Morris USA and Philip Morris International, a leading international business in the world of cigarette products sold in 160 countries around the world.
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