Philip Morris was without a strained cig, so it scrapped that old marketing campaign in support of re-launching Marlboro as the business's television choice.
Following deciding to expose filters on the brand, Cigarette business owners nevertheless got your label's girlie graphic to cope with. While Schalch reports, this didn't aid in which strained smokes were deemed smoother variants from the genuine thing, smoking for sissies.
Pertaining to help, Marlboro ventured into Leo Burnett's marketing organization. Within a 1974 documentary, Burnett valued the particular proposition program where these people stumbled upon his or her star.
"I mentioned, 'What's probably the most macho symbol you can think of?' And also off the top his go one of them copy writers talked up along with mentioned a cowboy. And that i explained, 'That's for certain.'"