Marlboro had even gone so far as to show a woman in one of its advertisements actually smoking a cigarette, not just holding it seductively. They weren't a woman's cigarette brand, but they certainly began catering their advertisements to women.ĬH: By 1929, both companies had been running ads featuring women for years. So, they put out a lot of the same messaging that Marlboro did, a lot of that same like feminine ideals of beauty. They were sort of catering to everyone, and they saw the same opportunity that Marlboro did, that they weren't actually targeting their advertisements to half of the population, which was women. So, they were funneling money into the brand, and that's sort of reflected in its sales. ![]() And its main brand, Lucky Strike, was a much bigger name than Marlboro.ĪB: The president of the American Tobacco Company poured about $1.5 billion in today's dollars into advertisements in the first decade of the Lucky Strike advertisements. In fact, the American Tobacco Company-one of the four giants which used to have a monopoly on cigarettes-it wanted to get women to smoke just as badly as Marlboro did. (laughs)They were capturing a minuscule portion of the cigarette market at that time.ĬH: Turns out, Marlboro wasn't the only cigarette company on the block with the bright idea of advertising to women. It was pretty much failing as a business. And slowly but surely, Marlboro's efforts started to make inroads.ĪB: So the advertisements are resonating with women, Marlboro's getting letters from women thanking them for the ads, more women are starting to pick up smoking, but it's actually not doing much for the brand itself. It hit ladies' clubs, charm schools, department stores, and nurses' lounges… covering etiquette, how to open the packages, avoid lipstick smears, and prevent fires-oh my god. Most women did not know how to smoke! So, Philip Morris sponsored a lecture series that toured the country and taught women the basics. It had to make cigarettes - which many saw as symbols of vulgarity and promiscuity - actually feminine, by Victorian standards.ĪB: So, one of the first advertisements that they came out with was this, "Mild as May," campaign.ĬH: We are miles away from the Marlboro Man here.īut even as Marlboro and its parent company Philip Morris continued to work on making its cigarette look appealing to women, it had a bigger obstacle to tackle. And since suffragists like Lucy Page Gaston were not going to "light up" any time soon, Marlboro had to find another way to make smoking, socially acceptable for women. So, it set its sights on the other small fish in the cigarette pond: women. Actually, there used to be one gigantic company-a monopoly-until the US Supreme Court and a bunch of trust-busting congressmen put a stop to that in the 19-teens.Īnyway, by the 1920s, Marlboro was this small fish making its debut in-I'm just gonna go with this-pond full of great white sharks. That's because it was already pretty locked down by four big tobacco companies. ![]() So they came up with the idea of the Marlboro brand, and in 1924, they introduced it as a cigarette brand for women.ĬH: 1924 was a really tough time for a newcomer to be making a play for the US cigarette market at all-never mind marketing to women. ![]() And in the 1920s, they really wanted to get a stronger foothold in the US market. SubscribeĪB: So it starts with Philip Morris, which used to be a British tobacco company. Account icon An icon in the shape of a person's head and shoulders.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |