| The Marlboro Man | | | | sales for the past forty years. In 1955 top selling |
| The Marlboro man was the most powerful image | | | | brand in the world. Marlboro remains today the |
| of brand of the 20. Centry, that stands worldwide | | | | most profitable brand of non – durable |
| as the ultimate American cowboy and masculine | | | | consumer good in the world. |
| trademark, helping establish Marlboro as the best | | | | The red and white geometric packaging of |
| – selling cigarette in the world. Marlboro man | | | | Marlboro is the foremost display on retail counters |
| has unprecedented success as a global marketing | | | | of Marlboros firm advertising grasp on the public |
| tool for selling Philip Morris brand. | | | | and media is the visceral American response to |
| In the beginning back in the 1950, a time when | | | | the Marlboro cowboy and the draw to his uniquely |
| cigarettes were accepted in even the politest | | | | American paradise of the West, Marlboro country. |
| society, Burnett created the macho icon as a | | | | Aesthetically, the fresh, healthy natural attitude |
| way to reposition Marlboro from a woman | | | | portrayed in this cigarette advertisements appeal |
| “mild as May” ladies cigarette to a product | | | | to everyone, makers, nonsmokers, men, ladies, |
| with broader appeal. The original newspaper ad | | | | old and young. |
| from Burnett carried the slogan “delivers the | | | | As a commercial icon he is the most universally |
| goods on flavor” and it immediately sent sales | | | | recognized, consistently profitable an aesthetically |
| skyrocketing. | | | | appealing image in the advertising world. |
| The brilliantly designed campaign, the strong image | | | | Thus despite the adds, the rugged cowboy with |
| of the mythical American hero, the cowboy has | | | | or with out the western landscape and red flip |
| created an immediately and universally recognized | | | | – top box immediately calls to mind the brand |
| icon representing an idealized and appealing | | | | Marlboro and has become an icon to more than |
| American lifestyle. | | | | one generation and zeitgeist, building Marlboro into |
| The phenomenon is extraordinary, a fast | | | | the top selling brand since the late fifties. |
| unknown brand in 1950, has steadily increased | | | | |