Branding : Marlboro Cigarette

Advertising made Marlboro Cigarette Success. 

Marlboro cigarette is one of the world high production brand cigarette, which made by the tobacco company Phillip Morris. Marlboro brand is starter at England London and registered at United State American.

Marlboro is name by one of the street name Marlborough in London. The other story of its name was starter from the short form of "Man Always Remember Love Because Of Romance Only.". Marlboro Cigarette published in the market at 1902. at 1924, cigarette target audience was Female, with"Mild as May."as the slogan. Since opening, Marlboro cigarette sale was located to female. The recession of the sales because of complaint their red lipstick dye on the filter are indecency. At the end, Philip Morris company were stopped producing Marlboro cigarette at 1940.  

After WW2 1950, Philip Morris company
had produce a red and white filter cigarette
to save their market but it doesn't change
 their fate.

Marlboro was start at 1854, registered at 1908 in America, established Philip Morris company at 1919, and they collapse at 1940. At 1954, Philip Morris company find out the  marketing planner, Leo Burnett. Leo Burnett help Philip Morris company change the target audience from female to male. Philip Morris company also regulated the flavor of cigarette, and use the Cowboy as the advertising image. It made Marlboro cigarette  become the top 10 sales in America in the second year(1955).

Use the cowboy as their advertising image to
 emphasis their manly and heroism style cigarette.

At 1955, Marlboro cigarette quantity of sale had accession by three time, and become a top 10 brand cigarette. At 1968, Marlboro become a 2nd top sales in cigarette market in America. The big change of their image, we can see the power advertising. It is the advertising image, the quality of product, sale locator and the marketing plan, it is the key of successful.