News From Terre Haute, Indiana

Schools

August 19, 2008

BRUCE KAUFFMAN: Marlboro Man: The birth of an icon

TERRE HAUTE — This week in 1949, Life magazine put on its cover Clarence Hailey Long, a working cowboy on a large Texas cattle ranch, and five years later Leo Burnett, the founder of a Chicago-based advertising agency, found himself recalling how strikingly masculine C.H. Long was, what with that rugged face, that cowboy get-up, and that cigarette dangling from his lips. An American icon was about to be born.

Burnett’s agency had just landed the Marlboro cigarette account, which, before 1954, had been marketed to women as a milder cigarette. That saddled Marlboro with the image of a “sissy” smoke, and saddled Phillip Morris, which produced Marlboros, with 1 percent market share. Phillip Morris hoped Burnett could change the cigarette’s image and sales numbers, and (ironically enough) Burnett used a saddle to do it. At an agency creative session, Burnett asked his creative team to name the most masculine image they could think of and, as Burnett suspected, the cowboy was the winner. The following year Burnett launched the “Marlboro Man” campaign, a series of ads featuring rugged cowboys (and other macho men such as hunters and blue-collar types) smoking Marlboros, and by the end of 1955 Marlboro sales had increased more than 3,000 percent.

But as sales increased, so did public awareness that cigarettes caused cancer. As a result, the Burnett ad agency experimented with various other marketing strategies — and models — that “softened” the cigarette’s image. As Burnett himself once said, “We couldn’t show cowboys forever.”

For once, he was wrong because nothing registered with the smoking public — at least the male half of it — like the cowboy, and in the mid-1970s a new version of the “Marlboro Man” campaign was created. New ads showed authentic cowboys, dressed in chaps, riding horses, holding rope, tying up calves, and a dozen other images — always with a Marlboro hanging from their lips — and every ad had a rugged western “Marlboro Country” landscape as background. By the end of the decade Phillip Morris was making a $1 million profit a day on Marlboros, which was America’s number one brand.

Burnett once labeled his Marlboro campaign, “dumbbell simple,” but the reasons for its success were actually rather nuanced and complicated. In an increasingly conformist world, Americans saw the Marlboro cowboys as the last of a dying breed — strong men, comfortable in their own skin, who prized their freedom and individuality. Millions of Americans hoped that smoking Marlboros would give them that same feeling, even if it lasted only a few minutes at a time.

Of course, speaking of a dying breed, since the first Marlboro campaign, some 15 million Americans have died from smoking-related diseases, including Wayne McLaren and David McLean — two former “Marlboro Men.”

Bruce Kauffmann’s e-mail address is bruce@historylessons.net.




Text Only | Photo Reprints
Schools
Latest News
Multimedia

Like us on Facebook!
Community Calendar
Loading…
Events by eviesays.com
TribStar.com Poll
Join the Conversation
Helium
Front page
AP Video
Video of M.I.A's Obscene Halftime Gesture Obama Scraps Birth Control Mandate US Airmen's Killer Sentenced to Life in Germany Navy Names Ship for Gabrielle Giffords 5 Killed in Wrong-way Crash on I-10 in La. Raw Video: Deadly Blasts in Syria Raw Video: Italy's Mount Etna Bursts Into Life Uzbek Man Pleads Guilty in Plot to Kill Obama Romney Slams President Obama at CPAC Woman Pleads Guilty in 1987 Newborn Kidnap Case Raw Video: Rough Seas Stop Oil Removal Gingrich: Pres. Obama 'waging War on Religion' Test on Comforter in Powell Unit Shows Blood Winter Slamming North Asia, Parts of Europe Denver's Largest-Ever Drug Bust Nets Dozens Androgynous Model Walks Runway As Man and Woman Marines: No Punishment for Nazi-like Flag Raw Video: School Bus Burst Into Flames Syrian Forces Renew Bombardment of Homs Skaters Still Hold Hope for Dutch Marathon
NDN Video
First glimpse of Blue Ivy Carter Absolute Lin-sanity Test on Comforter in Powell Unit Shows Blood Angry Dad Shoots Teens Laptop Hero Driver Saves Kids From Burning Bus Funeral to be held for Powell boys Kobe was 'rooting for Patriots' in Super Bowl Sandusky on having to stay inside and people turning on him Wookie Sensation Uzbek Man Pleads Guilty in Plot to Kill Obama Woolly Mammoth Caught on Camera? Sandusky makes a statement Did JLo 'Assault' Marc Anthony on Camera? Christie Brinkley's Runway Slip Toddler forced to run half-naked in snow Halle Wants to Leave the Country Northern Lights shine above earth Plane makes perfect belly landing Kris Jenner New Face of Arousal Oils Raw Video: School Bus Burst Into Flames
Parade
Magazine

Click HERE to read all your Parade favorites including Hollywood Wire, Celebrity interviews and photo galleries, Food recipes and cooking tips, Games and lots more.
  • -

    March 12, 2010

activity
Real Estate News