One of the most expensive and recognizable worldbrands is Marlboro. Cigarettes of this brand, even among the most ardent opponents of smoking, are associated with the image of a severe cowboy - the ruler of the American prairie. An interesting fact is that initially this brand was developed and positioned exclusively for the female audience. Let's try to talk about how the initially unpromising brand has become so recognizable and legendary.
Before telling the story of Marlboro,cigarettes, popular equally in men and women, we recall that the weak sex openly smoking tobacco products began not very long ago - in the late XIX - early XX century. It was at that time that the feminist movement actively promoted the equality of women in both political and other spheres of life. But in addition to equality of rights and opportunities, the fair sex representatives also adopted bad habits. American businessman Philip Morris decided to take advantage of the situation and take such a promising niche. In the early 20-ies of the last century, he develops and markets special, ladies' cigarettes - Marlborough.
Denoting the female audience as the main,The manufacturer did everything to attract the attention of customers and to interest them in their products. The slogan of cigarettes was Mild as May - "tender as May", and one of the infamous actresses of that time - May West - advertised them. There was advertising in magazines for women, such as, for example, Vanity Fair. Cigarettes "Marlboro" of that time were issued with a red stripe at the base, concealing the traces of lipstick, and a filter, due to which the teeth of the smokers were not so yellow.
There are several versions of the origin ofthe name Marlboro. Cigarettes, according to one of them, were so named in honor of the count's title Churchill, and for the simplicity of memorization and pronunciation, some of the letters were removed. Another theory suggests that the name came from the street name - Marlborough Street in New Jersey, where the factory was located.
In the late 50-ies of the last century in the USjournals were published studies on the impact of smoking on health and the development of cancer. As a result, 1958 became unprofitable for the company. Given the new conditions, it was decided to change the female audience to a one in which everyone knows about the dangers of smoking, and its possible consequences, but are not ready to give up cigarettes. The male part of society was the most promising in this respect, but there was a prejudice about smoking cigarettes with a filter, considered to be ladies'. Fearing ridicule from others, men refused to buy them. Before Philip Morris there was a difficult task to turn public opinion on tobacco products with a filter. To solve it was invited a talented American advertiser - Leo Burnett.
It was thanks to the efforts of Burnett was createda collection of images that embodied the notion of real men: a driller of oil wells and a high-altitude fitter, a war correspondent and a harsh sea captain, and a prairie king, a cowboy. Around the romanticized image of an American shepherd cowboy and was built an advertising campaign Marlboro. Cigarettes were advertised and sold under the slogan "The filter will not stand between you and the taste." Thanks to this image, an image-legend was created about the country of Marlborough and tough guys who prefer this brand.
In addition to a very successful advertising campaign isnote that selling cigarettes in a cardboard box with a hinged lid, which is called the Flip-top-pack, Marlboro was the first in the tobacco market. In addition to the fact that such a package was convenient and practical, each time the cigarettes were removed, the name of the trademark was displayed to those around them. The appearance of the pack was designed by designer Frank Giannino. Marlboro classics cigarettes were instantly memorized thanks to the contrasting and courageous combination of red and white colors. The alliance of a wonderful advertising campaign, stylish design and rather high quality of products led to the fact that, starting from the 60s of the last century, "Marlboro" are the most sold cigarettes in the world.
However, Philip Morris did not stop atachieved. In 1966, in addition to the Marlboro classics, the release of menthol cigarettes began. In 2008, the manufacturer structured the brand, singling out three Marlboro groups: Gold, Fresh and Flavor. So, fans of fresh taste will be able to find suitable cigarettes in the family Fresh. For those who prefer a rich and rich tobacco flavor, products from the Flavor group will do. Marlboro Gold will be appreciated by consumers who value style and elegance.
In addition, light and super lightcigarettes labeled "Marlboro", in which the nicotine content varies from 0.8 to 0.4 mg, and the tar - from 11 to 4 mg. The lightest in the Marlboro lineup are "ultra light" cigarettes.
Most of those who prefer to smokeMarlboro consider cigarettes of this brand to be the most balanced both in strength and saturation of taste. Of course, there are a lot of varieties of this brand, only in Russia there are 14 species, but, as a rule, having found the most liked taste, the smoker remains true to him for a long time. Consumers, especially recently, complain that a lot of fakes appeared under Marlboro. Cigarettes, the price of which is quite high, are often falsified, because of this, it is difficult to find authentic ones.
Since the beginning of 2015, the price of Marlboro cigarettes, as well as the tobacco products of other manufacturers, has increased by an average of 8-10 rubles.