Marlboro Man (1955 )

Advertisement Campaigns are designed to achieve a specific goal(s) like establishing a brand, raising brand awareness, increasing the rate of conversions/sales etc.

Leo Burnett of Leo Burnett Worldwide created one such campaign in 1955 which is still considered as one of the most successful and Brilliant Advertisement campaigns of the world - Marlboro Man !!

Marlboro wanted to re position their filter cigarettes as men's cigarette which was otherwise considered as Women's cigarette. Marlboro Man transformed the Marlboro brand from a mild ladies' cigarette into a rugged, ultra-masculine accessory. The campaign was proposed to present a line up of Manly figures which included Cowboys , sea captains, weightlifters, war correspondents, construction workers, etc to create a masculine brand image for Marlboro. The cowboy was in first in this series which was inspired by an issue of Life Magazine ( published photograph and story of Texas cowboy Clarence Hailey Long).

 This Advertisement campaign was a huge success that resulted in significantly improving sales. Market share of Marlboro rose from less than one percent to the fourth best selling brand in a short span of a year and increased sales by 300% in two years.This result made them to drop other "Manly Figures" and to stick with the Cow boy

Initially Marlboro man was featured by models , which later was replaced by real cowboys as Burnett felt lack of authenticity when it was represented by models.