Philip Morris Companies, Inc.: Marlboro Adventure Team campaign

With the Marlboro Man, which it introduced in broadcast and print advertising during the 1950s, Philip Morris Companies, Inc., developed enormous brand identity for its Marlboro line of cigarettes.

Philip Morris Companies, Inc.: Marlboro Adventure Team campaign

Judson Knight

Overview

With the Marlboro Man, which it introduced in broadcast and print advertising during the 1950s, Philip Morris Companies, Inc., developed enormous brand identity for its Marlboro line of cigarettes. The Marlboro Man symbolized unrestricted individualism, and his Western surroundings, dubbed Marlboro Country, created for consumers a sense of freedom and rugged nonconformism that helped make Marlboro the most successful cigarette in the world. But restrictions on cigarette advertising, which began to take hold in the 1960s, decreased advertising venues for tobacco companies. Philip Morris sought new outlets for promotion,...

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