Marlboro Background

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BACKGROUND

The image of the brand Marlboro, the cowboy Marlboro-man, was forgotten in 2005 when the anti-Tobacco law forbade most of the advertisement to make the society less influenced by tobacco consumption. Their marketing strategy helped the company become, from a small company, one of the leading companies in the tobacco industry, but it was starting to be rejected because of the anti-tobacco health awareness that the law caused in the market. When the law was introduced in 2005, it forbade most of the advertising of tobacco, this forced Marlboro`s strategy to have a complete turnaround, as well their competitors`. Marlboro had to redefine its marketing strategy and find new channels or different ways to advertise their products. No that the Marlboro man is gone, how did Marlboro advertise its products?

Between three and five thousand years the Tabaco has formed part of the human society, today it still forms part of many individual`s daily lives. Now, Tobacco industry invests billions of dollars annually in advertising and marketing. These advertising campaigns have grown the industry, since this increased consumption. Advertising shows the benefits of smoking and strengthens the values that have been proposed for years, such as adventure, beauty, dreams, etc. The main objective of the campaign was promoting the consumption of snuff is to create a feeling towards a specific brand.

The industry of tobacco has been dominated by a few massive cigarette producers, like Philip Morris, owner of Marlboro. Marlboro had gotten to the top by using mass marketing technique such as Marlboro Man or patronizing Ferrari in Formula 1. Marlboro has been the best in its industry with campaigns that promoted freedom, independence, and virility of cowboys and country life. Undoubtedly this campaign increases the number of consumers, but also the concerns of the negative effects of tobacco on health. The industry becomes affected since the 90s,...