Some smoking persons, even those who permanently purchase discount cigarettes from web retailers know that the Marlboro cigarettes were originally created as ladies cigarettes. In the twenties of the twentieth century, against the backdrop of the struggle of women for equal rights with men, Marlboro was positioned as exquisite, “easy as May” (this was the advertising slogan), created specifically for the ladies who love cigarettes. By the way, there were already promoters at that time who managed to promote Marlboros as discount cigarettes. Packaging was aimed at the ladies ’audience: a filter with a red stripe solved the problem of hiding the lipstick mark. But during the Second World War, hard times came for the Marlboro brand. The market was seized by brands such as Lucky Strike, Chesterfield, and Camel, popular among the soldiers. After the war, Marlborough accounted for less than one percent of the tobacco market.
However, filter cigarettes were perceived by smokers as less harmful than non-filter cigarettes. Many men would like to switch to cigarettes with a filter if they were not perceived solely as “ladies”. Then the Marlboro cigarettes manufacturer company Philip Morris hired a talented advertising specialist Leo Burnett, and set him the task: to create a courageous type for the Marlboro advertising company that would break the established stereotype of a filter cigarette sucker cigarettes.
“The life of a cowboy belongs only to himself, and the world around him is in his hands,” Jack Landry, one of the creators of the image of “Marlboro cowboy,” explains the reason for the success of this image. The mysterious country of Marlboro logically continued the use of the successfully found type: cowboy boots, hats, horses, along with the landscapes of the American West formed a well-recognized image. Nowadays, this image is promoted by owners of online shops who promote this brand as discount cigarettes.