A history in marketing of marlboro brand cigarettes — yahoo voices — voices.yahoo.com

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

Phillip Morris international online at

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

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

10 evil vintage cigarette ads promising better health

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US Surgeon General Luther Terry s 1964 Advisory Committee report on Smoking and Health brought about significant changes for the tobacco industry, leading to far tighter restrictions on advertising as well as the addition of warning labels on packaging. As far back as the early 1950s, cigarette advertising had begun to attract controversy, yet tobacco companies continued to pour money into their marketing efforts.

From the late 1870s, cigarette companies were able to strengthen their brands due to the invention of color printing, which heralded a new era for both advertising and packaging including the placement of trading cards in individual boxes. When people began to express uncertainty about the health effects of smoking in the early 20th century, tobacco companies responded with a campaign to reassure the public about their products and thus safeguard their industry.

To this end, tobacco marketers got actors, athletes and even doctors to endorse their goods and make astonishing claims, with pseudo scientific medical reports another staple of this strategy. These 10 vintage ads offer an opportunity to explore the attitudes of the day and by today s infinitely stricter standards, many of them seem almost hilariously outrageous.

10. Craven A For Your Throat s Sake

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Craven A began marketing its cigarettes under the slogan For Your Throat s Sake as early as 1939 if not before. The brand, which is currently owned by Rothmans, Benson & Hedges, enjoyed huge popularity during World War II. Part of the reason for this is that cigarettes were donated to the war effort by the tobacco industry and they were included in soldiers rations. By the time the war was over, many veterans were not only addicted, they were also loyal to a particular brand. When unsettling reports began to surface that smoking could cause lung cancer and other diseases, people began to wonder whether having a smoke was such a good thing after all.

9. Lucky Strike Reach For A Lucky Instead

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Suspicions about the negative health effects of cigarettes had already become ingrained in popular culture, with terms like coffin nails and smoker s cough part of people s everyday language. To protect their empires, tobacco companies began an all out campaign to convince people not to abandon their smokes. Lucky Strike ads communicated a variety of messages, from the idea that toasted cigarettes are less harmful to your throat and reduce coughing, to the suggestion that their products could lead to noticeable weight loss. When tempted to over indulge, reach for a Lucky instead, says the 1930 Lucky Strike advertisement pictured above.

Although advertisers can no longer claim that smoking keeps you slim, in decades like the 60s and 70s women were targeted with ads that promoted smoking as being somehow glamorous. Worrying research carried out by London s King s College predicts that female lung cancer rates will triple over the next 30 years, because incidences of the disease are generally a sign of people s smoking habits three to four decades earlier.

8. Philip Morris Scientifically Proved Far Less Irritating To The Nose And Throat

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For more than 50 years, tobacco ads focused on dispelling growing fears that cigarettes have a negative impact on health. By the time the US Surgeon General published the report of 1964, the detrimental effects of tobacco were well documented. Over 7,000 scientific studies connected smoking with emphysema, heart disease and various other conditions, and a causal link was made with lung cancer.

In the years before the Surgeon General s report, tobacco companies did their best to bury the truth. They found doctors willing to justify the brazen claims made by their ads in exchange for fat payments worth almost half the physicians annual salaries. The 1940 Philip Morris advertisement pictured above is a prime example of a cigarette company making ludicrous claims supposedly backed up by science.

7. Camels More Doctors Smoke Camels

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In the words of professor of otolaryngology Robert Jackler, MD, tobacco companies successfully influenced these physicians not only to promote the notion that smoking was healthful, but actually to recommend it as a treatment for throat irritation. This 1946 advertisement claims that more doctors smoke Camels than any other cigarette.

According to research carried out by Stanford University, R.J. Reynolds, the company behind the Camel brand, paid to have surveys carried out at medical conventions. In order to skew the results, doctors were given free packets of cigarettes then afterwards, they were questioned about either which type of cigarettes they had in their pockets or which brand they liked best.

6. Lucky Strike I Protect My Voice With Luckies

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The 1920s and 1930s saw a new wave in cigarette advertising celebrity endorsements. Lucky Strike used this tactic extensively. The 1931 advertisement above features Edmund Lowe, who was a prolific actor at the time. In exchange for his endorsement, Lucky Strike provided publicity for three of Lowe s films. The partnership between celebrities and cigarette brands encouraged individuals especially young people to associate cigarettes with glamor and an elite lifestyle, while the products negative effects were trivialized.

In the following decades, tobacco companies further targeted the younger generations by ensuring that cigarettes figured prominently in cartoons and popular TV shows. For example, The Flintstones used to be sponsored by Winston cigarettes, and Fred and Wilma could be seen lighting up at the end of episodes. Regulations introduced in 1964 prohibited advertisements that targeted young smokers, but some contend that advertising ploys featuring appealing characters such as Joe Camel were simply subtler means to the same end. Ironically, Lowe died of lung cancer in 1971.

5. L&M Just What The Doctor Ordered

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L&M Filters are just what the doctor ordered, claimed this 1951 L&M Filter Tip ad despite the fact that tobacco factory chemists knew that filters had no more effect in removing nicotine and tar from cigarettes than the same amount of tobacco. Reader s Digest articles further publicized claims that filters could be effective in this way.

Tobacco companies hosted dinners at fancy restaurants for throat specialists, where the practitioners were encouraged to recommend cigarette brands to patients with coughs and other complaints. Furthermore, even after the 1964 Advisory Committee report, leading medical experts still testified in favor of the tobacco industry.

4. Lucky Strike Smoke A Lucky To Feel Your Level Best

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The fact that many major otolaryngologists testified before Congress against the Surgeon General s findings is alarming. For Robert Jackler, this serves as a caution to current health professionals. Ethically, a physician must always act on behalf of the well being of patients, he says, adding Responsible industries balance their need to maximize profits with a commitment to improve the health of their consumers.

The Lucky Strike advertisement pictured above was launched in 1949, and one of the models used in the campaign, Janet Sackman, was only 17 at the time of the shoot. According to Sackman, an older tobacco executive present at the shoot encouraged her to start smoking so that she would know how to hold a cigarette. She picked up the habit and suffered from throat cancer in later years.

3. Camel For Digestion s Sake

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In this ad, steel nerved oil well firefighter Pat Patton endorses Camel cigarettes for digestion s sake. Run in 1937, the ad was part of a campaign that claimed smoking Camels assisted digestion by increasing the movement of alkaline digestive fluids. Eventually, the Federal Trade Commission sent a cease and desist order to the R.J. Reynolds Tobacco Company, for
bidding them from representing Camels as being beneficial to digestion. Unfortunately, this didn’t happen until 1951 more than 10 years after the advertisements had stopped running.

2. Lucky Strike To Keep A Slender Figure No One Can Deny

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Since 1964, even more stringent restrictions have been introduced including the June 2009 FDA Tobacco Regulation Bill, which gave the Food and Drug Administration extensive power over industry products, labeling, ingredients, and the size of the warnings on packages. Claims like those featured in this 1929 Lucky Strike advert are now a thing of the past. The campaign, which was launched in 1928, encouraged women to reach for a Lucky instead of a sweet, and it proved very successful. It was, however, brought to a somewhat amusing end thanks to legal threats from the candy industry. Even the names of some cigarettes (like Virginia Slim) could impart unconscious messages to potential female consumers.

1. Viceroys As your Dentist I Would Recommend Viceroys

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This 1949 advertisement for Viceroys featured a dentist instead of a general physician or otolaryngologist to suggest that smoking is okay. Perhaps a dentist was used in this case to ensure that there were a variety of different healthcare professionals extolling the virtues of cigarettes. Yellow teeth and bad breath are unattractive side effects of smoking, but if a dentist is recommending Viceroys, then cigarettes can t be all that bad, right?

Although increasingly stringent regulations have put constraints on the tobacco industry and the days of false health benefit claims are gone, the battle is far from over. In fact, in 2008 the US tobacco industry forked out nearly $10 billion on advertising and promotional efforts. The question, then, is how can health administrators further leverage their power against the industry and thereby save lives?