A History in Marketing of Marlboro Brand Cigarettes

In 1902 Phillip Morris, a British cigarette manufacturer, opened a corporation in New York. They sold such brands as Cambridge, Derby, and Marlboro. Each brand they sold ws named after streets in London towns. In 1924 Phillip Morris introduces Marlboro as a womans cigarettes with the slogan "Mild as May". A series of adsa in 1926 depicted a womans hand reaching for a cigarette. While other ads featured stylish women poseing in plush settings. By the 1950's Babies were telling their moms and dads what a great smoke Marlboro was.

During World War II the brand faltered and was taken off the market. Shortly after the war three new brands were introduced carrying the names Camel, Lucky Strike, and Chesterfields. In 1942 Readers Digest published articles that stated that no matter what brand you smoked they were all the same and eash was just as deadly. And in another article they linked smoking to lung cancer. This is when Phillip Morris reintroduced Marlboro as the safer filtered cigarette. Unable to break away from smoking, due to the nicotine adiction, many smokers were breaking their loyalties to try new brands of filtered cigarettes. Phillip Mirris revised their campaign from "Mild as May" to the "tattooed man" which appealed to the male smoker who was concerned with lung cancer.

Esquire proved that there was nothing feminine about the filtered cigarette with ads depicting the new image of the nw Marlboro smoker which was the lean, relaxed, outdoorsman type. The same old flavor was being presented in the safer consumable filtered form. The ad read:

"man sized taste of honest tobacco comes full through. Smooth-drawing filter feels right in your mouth. Works fine but doesn't get in the way. Modern flip top box keeps every cigarette firm until you smoke it." (Phillip Morris Marlboro advertisment 1955) This being the birth of the original Marlboro man. Who was later changed to the cowboy we know of today.

Today advertisments aren't in the traditional campaigns we know of such as print ads in the newspapers and the ads on the television. In 1998 the tobacco settelment agreement changed the way cigarettes are advertised. Advertisments in magizines are regulated and is only prohibited in adult magizines. And only in ways that does not direct the ads towards underaged smokers. Phillip Morris provides incentives to stores that place their brands within their displays that help Phillip Morris communicat to the adult smoker. They also direct mail promotions that offer coupons and other promotional incentives to the adult smoker. They also conduct a number of brand related events that is only conducted in adult only facilities and age verifications is proformed by state issued ID's with the persons birthdaqte, address, and photo.

There are different varities of Marlboro which includes Full Flavor, Lights, Ultra lights, Medium, menthol, and the blends. In all there are more then 30 Varities of this one brand. It also should be noted that in august of 2006 the U.S. District Court handed down a ruleing that the terms "low tar","lights","mild", "ultra lights," or natural which they have declared misleading can no longer be used.

There are a number of web sites that offer Marlboro and other cigarettes at discounted prices. Phillip Morris states on their web site and on their international web site that they do not endorse such sales and that any company that does sell Marlboro is doing so illegally. The federal Government restricts such sales and are systematicly sutting down such sites. It is stated by the sales repersentitive of Phillip Morris international that the illegal sales of tobacco not only deprives the government of tax revenue but it also harms legitmate trade channels as well as hinders the efforts in youth provention programs set in place.

Phillip Morris has set forth a strict marketing code that they emforce. Their marketing code is strictly geared towards the adult smoker and is in no way directed towards the youth. This code is set in place for Two reasons: it follows their corporate responsibility and it is part of their commitment in the provention of youth smoking. Here are some other key points to their marketing code.

1. Heath warnings are a manditory part of their packageing.

2. They avoid advertising on clothing and other appearl.

3. They avoid advertising in publications even the promitted one because of them being seen by the general public including children.

Phillip Morris also helped start programs that are geared towards the youth provention insmoking they donate money to programs that encourages children to achieve educationally. They also have scholarship programs that offers underpriviledged kids the opertunity to attend summer camps. They now have programs to help adults who want to stop smoking such as quit assist. The programs are availible through their web site as well in medical offices.

Marlboro can not be advertised in ways we are familiar with because of the restrictions and regulations. But they still remain the number one sellin brand on the market today. Wherther its through the spoken word or their mail promotions they still get their point across. And advertise in untraditioanl ways. They don't offer pop displays or free samples but they do offer promotions in the form of coupons and specials like buy one get one free. Their price range is 2.69 a pack to 5.00 a pack depending on where you live and where you buy them.

They are sold in locations like convienence stores, supermarkets, and gas stations.

References:

Phillip Morris usa. Online at www.pmusa.com

Phillip Morris international online at www.phillipmorrisinternational.com

Richard Kluger Ashes to Ashes: America hundred year cigarette war, public health and the unabashed triumph of Phillip Morris.

Marlboro Advertising Oral History 1926-1986: By Stacy Flaserty & Mimi Minnick November 2000 Availible online at www.americanhistory.si.edu

Low tar cigarettes don't work 1999 edition By Dr. Martin Jarvis: Healt behaviour unit.