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    Can A Brand Drastically Change Its Target Audience?: PS: The Marlboro Man Died of Real Lung Cancer

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    Saloni Ginnare
    Brands can change their target audiences if needed. Marlboro was originally targeted towards women in 1924 but saw decreased cigarette consumption among women due to health concerns. Marlboro partnered with Leo Burnett, who created iconic "Marlboro Man" ads targeting construction workers, sailors, and mechanics but most relatable was the macho cowboy. This changed Marlboro's positioning to a masculine symbol. Sales skyrocketed after emphasizing flavor in ads featuring the Marlboro Man. Brands must adapt to changing environments and customer needs to survive long-term.

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    Can A Brand Drastically Change Its Target Audience?: PS: The Marlboro Man Died of Real Lung Cancer

    Uploaded by

    Saloni Ginnare
    14 views1 page
    Brands can change their target audiences if needed. Marlboro was originally targeted towards women in 1924 but saw decreased cigarette consumption among women due to health concerns. Marlboro partnered with Leo Burnett, who created iconic "Marlboro Man" ads targeting construction workers, sailors, and mechanics but most relatable was the macho cowboy. This changed Marlboro's positioning to a masculine symbol. Sales skyrocketed after emphasizing flavor in ads featuring the Marlboro Man. Brands must adapt to changing environments and customer needs to survive long-term.

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    Marlboro Man

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    Brands can change their target audiences if needed. Marlboro was originally targeted towards women in 1924 but saw decreased cigarette consumption among women due to health concerns. Marlboro partnered with Leo Burnett, who created iconic "Marlboro Man" ads targeting construction workers, sailors, and mechanics but most relatable was the macho cowboy. This changed Marlboro's positioning to a masculine symbol. Sales skyrocketed after emphasizing flavor in ads featuring the Marlboro Man. Brands must adapt to changing environments and customer needs to survive long-term.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    14 views1 page

    Can A Brand Drastically Change Its Target Audience?: PS: The Marlboro Man Died of Real Lung Cancer

    Uploaded by

    Saloni Ginnare
    Brands can change their target audiences if needed. Marlboro was originally targeted towards women in 1924 but saw decreased cigarette consumption among women due to health concerns. Marlboro partnered with Leo Burnett, who created iconic "Marlboro Man" ads targeting construction workers, sailors, and mechanics but most relatable was the macho cowboy. This changed Marlboro's positioning to a masculine symbol. Sales skyrocketed after emphasizing flavor in ads featuring the Marlboro Man. Brands must adapt to changing environments and customer needs to survive long-term.

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    Can a brand drastically change its target audience?

    In today’s digital age if a brand changes its gender specific target audience, the whole
    messaging around the brand will change including the brand elements i.e. Brand
    Association, Brand loyalty etc. Not to forget it will shoot up the work of the communication
    team across all platforms.

    Marlboro launched in 1924 and was targeted inly towards women, which was progressive
    and digressive at the same time but that’s a topic for another day. Let’s talk about how they
    smoothly repositioned themselves from a female centric brand to a male centric brand.
    Their cigarettes were seen as feminine and the tag line was Mild and May. In the wake of
    social awareness advertising, media started linking smoking to lung cancer and resulted in
    cut down in cigarette consumption by women. Men also switched to Filter Cigarettes which
    Philip Morris saw as an opportunity to rebrand the product as Marlboro was already selling
    filter cigarettes.

    That’s when Marlboro confined into Leo Burnett which came up with one of the most iconic
    advertising hero “Marlboro Man”. Initially the campaign ran with construction workers,
    Navy officers & mechanics but people found macho cowboy most relatable. This changed
    the brand positioning completely, from a feminine brand it became a symbol of masculinity.
    According to an article by ad age, the original ad by Burnett carried the slogan “delivers the
    goods on flavor” and the sales went skyrocketing.

    One thing to learn from this is that the brands should always be ready to adapt to changing
    environments and customer needs. In Indian context also, Brand mascots can be very
    powerful to attain brand awareness for instance how Amul has still has the Amul Girl in all
    their topical ads.

    PS: The Marlboro man died of real lung cancer.

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