![]() Posters represented the real heroes of America - brutal guys who conquer the wild steppes. Cowboy - the embodiment of the American spirit – was real “hit the bull’s eye”. The Cowboy campaign, in which the photomodels took part (later they were replaced by real cowboys) had an incredible success. "The filter does not stand between you and the taste." Cowboy become a real icon of the brand for many years.įirst, the cowboy was a real proof that the cigarette filter does not affect the taste of the tobacco. The first “Marlboro Man” was based on images of brave men like a war journalist, a sea captain, and the legendary cowboy. Company launched a campaign for changing the Marlboro cigarettes from women’s brand to men’s and masculine it. Later in 1950, PM changed Marlboro cigarettes and used totally different approach to marketing. There was a logo: "Beauty Tips to Keep the Paper from Your Lips".on this printed red stripe. Filter has been also designed with red stripe around to hide lipstick touches. First slogan of a company was: "Mild As May". And initially Philip Morris wanted Marlboro brand to be a women's choice, Because taste was very mild compared to other cigarettes on the market. Brand name has been chosen after the London’s Great Marlborough Street, where first production factory has been placed.Īt the very beginning Marlboro cigarettes have been advertised as female cigarette brand. Philip Morris Company originated in London.
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