Marlboro is a prominent American cigarette brand owned by Philip Morris USA (an operating company of Altria, ticker: MO) in the United States and Philip Morris International (PMI, ticker: PM) outside the US, excluding Canada. Introduced in 1924, from its initial positioning as a women’s cigarette to its transformation into a rugged, masculine symbol of American culture, Marlboro has successfully navigated industry changes, marketing revolutions, and shifting consumer preferences to become the most sold cigarette in the world.
The History of Marlboro
The origins of Marlboro-owner Philip Morris Company trace back to 1847 when British tobacconist Philip Morris opened a shop on Bond Street, London, selling tobacco and rolled cigarettes. After he died in 1873, his family continued the business and established a factory on Great Marlborough Street in London. The Marlboro brand name was derived from the name of Great Marlborough Street. Marlborough is a commonly used name in English-speaking countries. However, Marlboro brand is not associated to Marlborough, Massachusetts (USA) or Marlborough, Wiltshire (UK) or Marlborough Province, New Zealand. A New York subsidiary of Philip Morris was established in 1902 to market various cigarette brands, and the “Marlboro” name was registered in the U.S. in 1908. However, it was not used as a cigarette product until 1924.
The Early Years: A Mild Cigarette for Women
Marlboro was introduced in 1924 as a filtered cigarette blended with Turkish tobaccos. Marketed primarily to women, the brand featured ivory or red-tipped filters to help mask lipstick stains. Its advertising emphasized its mildness, with slogans like “Mild as May.” However, during the early 1950s, non-filtered cigarettes dominated the market, making up 90% of U.S. cigarette sales. Marlboro remained a small player, holding less than one-quarter of one percent market share.
A Bold Reinvention: The Birth of the Marlboro Man
In 1954, Philip Morris sought to break into the growing filter cigarette market and repositioned Marlboro as a men’s cigarette and part of a desired masculine image. A new, stronger Marlboro blend was developed and industrial designer, Frank Gianninoto, designed the Marlboro’s iconic red logo and red & white packaging in an innovative flip-top box format. Leo Burnett agency orchestrated the shift to a masculine image by developing the “Marlboro Man” – an instantly recognizable cowboy figure that exuded masculinity, freedom, and adventure. The first ad campaign – featuring rugged male figures, notably cowboys, and Elmer Bernstein’s theme from “The Magnificent Seven” – was launched in 1954 and became an instant success. Within just 30 days, Marlboro became the number one cigarette brand in New York.
Sales Boom and Market Domination
Marlboro’s advertising strategy proved highly effective. By 1955, sales skyrocketed from 18 million cigarettes in 1954 to over 6 billion. By 1957, sales had reached 20 billion. The Marlboro Man campaign evolved over the years, featuring rugged figures like ranchers, athletes, and men with tattoos, reinforcing the brand’s masculine image.
In 1962, the advertising agency refined the campaign further by centering exclusively on the American cowboy, positioning him in vast, untamed landscapes under the tagline “Marlboro Country.” The brand’s sales continued to soar throughout the 1960s, even surviving the ban on cigarette television advertising in 1971 by shifting focus to print and outdoor advertising.
Product Line Expansion and Global Reach
Marlboro’s success led to the introduction of several new products. In 1966, the company launched Marlboro Menthol, followed by Marlboro 100s in 1967. As consumer interest in lower tar and nicotine products grew, Marlboro Lights were introduced in the early 1970s, quickly becoming the best-selling low-tar cigarette in the market. By 1972, Marlboro had become the world’s best-selling tobacco brand and by 1975, Marlboro had overtaken Winston as the #1 cigarette brand in the U.S. In 1988, Marlboro Lights Menthol was launched, targeting the growing menthol segment.
Throughout the 1980s and 1990s, Marlboro further solidified its dominance and Marlboro’s advertising strategy has been pivotal to its success. Marlboro has been extensively involved in sports sponsorships, particularly in motorsports. The brand sponsored the Yamaha 500cc works team in Grand Prix motorcycle racing from 1983, achieving six World Championships. In Formula One, Marlboro sponsored teams such as BRM, Alfa Romeo, and McLaren. The most notable partnership was with Scuderia Ferrari, which started in 1984, and Marlboro became the team’s title sponsor in 1997. Due to advertising restrictions, Marlboro branding has been adapted or removed in various regions, leading to the use of barcode designs or alternative branding strategies.
Marlboro Friday and the Fight Against Discount Brands
In the early 1990s, the cigarette market faced a major shift with the rise of discount brands. Marlboro’s premium price point led to a loss in market share. In response, Philip Morris launched aggressive marketing initiatives, including the Marlboro Adventure Team loyalty program, which rewarded customers with gear and sweepstakes entries.
Despite these efforts, market conditions demanded more drastic action. On April 2, 1993, in what became known as “Marlboro Friday,” Philip Morris slashed the price of Marlboro cigarettes by nearly 40 cents per pack to compete with discount brands. The move shocked Wall Street, causing stock prices for Philip Morris and other tobacco companies to plummet. However, the strategy worked; Marlboro regained its market share and continued to dominate the industry.
Marlboro’s Enduring Legacy
By the mid-1990s, Marlboro held a commanding 30.7% market share, making it the most valuable cigarette brand in the world. The brand’s continued evolution included the introduction of new variants like Marlboro Mediums and Marlboro Ultra Lights. Additionally, innovative marketing campaigns, including the Marlboro Country Store, further solidified customer loyalty.
Marlboro’s dominance remains unmatched, appealing to both male and female smokers across different age groups. The brand has transcended being just a cigarette; it has become an enduring cultural symbol of freedom, adventure, and rugged individualism.
The history of Marlboro is a textbook case of successful branding, strategic marketing, and adaptability. From its humble beginnings as a niche cigarette for women to its transformation into the world’s best-selling cigarette, Marlboro has consistently evolved to meet changing market demands. Despite regulatory challenges and shifts in consumer preferences, the Marlboro Man and the essence of “Marlboro Country” continue to resonate, proving that strong branding can withstand the test of time.
Marlboro Brand Family
Marlboro brand family can be broadly categorized in four main lines:
– Red (Flavor) line: Original full-flavor cigarettes (high tar nicotine)
– Gold line: Formerly known as lights (low tar nicotine)
– Silver line: Formerly know as super / ultra lights (very low tar nicotine)
– Green (Fresh) line: Menthol flavored cigarettes
Marlboro in Canada
In 1932, Philip Morris sold the Canadian rights to the “Marlboro” name to Imperial Tobacco Canada (ITCAN), an operating company of British American Tobacco (BAT). Despite attempts to reacquire these rights, Imperial Tobacco continues to sell cigarettes under the Marlboro name in Canada, with packaging distinct from the international product. Due to trademark restrictions, Philip Morris markets a similar product in Canada under the name “Rooftop”. Legal disputes have arisen over branding and trademark rights between the two companies. For further details: Marlboro: Canada.
