Marlboro
marlboro smoker, now personified by the rugged cowboys who puff on cigarettes was once meant for woman. Marlboro Brand was born in 1924 as one of the first women’s cigarettes. During that time, the idea of marketing cigarettes to women was a taboo. Advertisers had to address the issue of stained teeth, foul breath, and addictive cravings, not to mention that dry, heaving morning cough. Philip Morris decided that their brand needed to have a classy, sophisticated name. Winston Churchill was in the news at the time, and it was being reported that he was related to the Earl of Marlborough. Philip Morris marketers liked the sound of the Marlborough name, but didn’t think it looked good on the pack. They lopped off the “ugh” and came up with Marlboro. In the 1920s, the Marlboro campaign was based on how the cigarette was different. They painted a red band around the filter to hide those unattractive lipstick stains, calling them “Beauty Tips to Keep the Paper from Your Lips.” They called Marlboro the “Mild as May” cigarette for women and added a tag line -”Discerning feminine taste is now confirming the judgment of masculine connoisseurs in expressing unanimous preference for the Aristocrat of Cigarettes. . . .” The brand had a small share to survive.
