Marlboro – The Marlboro Man
Advertising campaignAbout
The Marlboro Man is one of the most iconic advertising campaigns in history, created by Leo Burnett in 1954. Initially, Marlboro was marketed as a women's cigarette brand, but Burnett aimed to rebrand it to appeal to men. The campaign successfully transformed Marlboro into a masculine brand by associating it with the rugged image of a cowboy. This archetype captured the essence of masculinity, freedom, and adventure, resonating with male consumers worldwide. The campaign's success was immediate and profound, with sales increasing significantly. The Marlboro Man became synonymous with Marlboro cigarettes, influencing not only the tobacco industry but also broader cultural trends. The campaign's impact extended beyond advertising, shaping consumer perceptions of masculinity and influencing fashion and media. Despite the campaign ending in 1999, the Marlboro Man remains an enduring symbol of advertising innovation and cultural influence.
