Marlboro (cigarette)

Marlboro is a cigarette brand of Philip Morris International (or in the USA by Philip Morris USA, a subsidiary of Altria Group). It is the world's best selling cigarette in decades and is among the ten most valuable brands in the world. Large notoriety reached the Marlboro Man worn by the brand image of " freedom and adventure " - the cowboy as a single " hard man " in the middle of the width of the Wild West.

History

Philip Morris, a London resettled cigarette manufacturer, opened a subsidiary in 1902 in New York to many of its cigarette brands for sale, including Marlboro. In 1924 Marlborough was rated as " woman " cigarette marketed with the slogan " Mild As May" ( Mild as May). The company was named after Great Marlborough Street, which is located in London.

The brand was sold in this manner until it faltered just before the Second World War and was briefly withdrawn from the market. After the war, Camel, Lucky Strike and Chesterfield were the only common cigarettes.

In the 1950s, several articles were published by Reader 's Digest, brought the smoking with lung cancer in combination. Philip Morris responded with the production of filter cigarettes. The new Marlboro with a filtered end was launched at the end of 1955 to the market. The designer Frank Gianninoto had designed the characteristic red and white Marlboro pack, and by the advertising agency Leo Burnett came the idea to put on a male image and a " emotional appeal of the brand ," which became the rule for consumer products until much later. But you already knew that cigarettes best sold in red wraps, favorite was the red and white striped package [ Chemistry News 1956 ].

In the 1960s, Philip Morris developed the advertising concept of Marlboro Country and established the male- tough cowboy image of the brand. Through this campaign, Marlboro quickly gained huge market share: sales increased in the first eight months of the campaign to fifty times. Critics write this economic success but the fact that from 1965 the tobacco ammonium compounds was added to improve the nicotine uptake and thus to increase the impact and the level of dependence. In Germany, the tobacco regulation does not allow the addition of ammonium compounds to cigarettes. Recent research results contradict the hypothesis that elevated ammonium content for better nicotine intake results (see tobacco additives ).

To date, Marlboro used the advertising with the cowboy with great success - despite the fact that, with Wayne McLaren one of the Models as Marlboro Man appearing in 1992 died as a result of lung cancer.

1984, a license for clothing under the brand name Marlboro Classics at the Italian textile manufacturer Marzotto ( Valentino Fashion Group ) was awarded. Under the label of men's and women's casual wear is offered in Mittelpreissegement successful. Philip Morris uses this brand transfer - like Camel with Camel Active - to the cigarette brand subliminally promote positive in areas where, for example, no tobacco advertising would be permitted. On the part of the textile manufacturer, however you want to connect to the cigarette brand as little stress. Therefore, in 2009 the name was changed in MCS ( with the subtitle Marlboro Classics ). Worldwide there are over 200 independent boutiques MCS ( in Germany: Berlin, Dresden, Hanover, Munich ) as well as more than 450 shops -in-shops in department stores and chain stores ( in Germany: Wöhrl ) in 42 countries. Since 2007, the licensed brand MCS Classics belongs to a sale by the British private equity firm Permira Marzotto.

Marlboro is also a sponsor - known - for example in motor sports at the Formula 1 team Scuderia Ferrari Marlboro and the Ducati Marlboro MotoGP team.

Influence on the culture

The Marlboro brand was first installed in 1979 in the film Superman II in commercial form as targeted product placement. For this purpose, acted the cigarette manufacturer Philip Morris Pinewood Studios with a contract from. Thus, a film sequence ( Scenes 333-341 ) was installed, was thrown into the Superman in close-up against a specially for this film with Marlboro labeled vans. In reality, however, there was no such label vans.

In later years, the Marlboro Man was used as film titles, as in the action comedy Harley Davidson & The Marlboro Man.

Products

For Marlboro family in Germany include the brands Red, Intense Flavor Mix (formerly "Medium " / MX4 Flavor ) Gold (formerly: " Lights," introduced in 1983 ), Gold Advance, Blue Fresh (formerly menthol ), White Fresh (formerly: Menthol White ) Blend 29 (according to the packaging free of additives ), flavor note ( formerly: "Silver" ) and WIDES. Some of these products are also available in the excess length 100 mm. In Germany and Switzerland the trade leads in addition to trade marks in the soft pack. In addition, fine-cut is available for self turning.