Burnett & the Marlboro Man

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The Marlboro Ad campaign was created by Leo Burnett in 1954. The ads were designed as a solution to Marlboro’sfilteredcigarettes which were considered feminine by many. Burnett transformed the original cigarettes slogan, ‘Mild as May’ into a masculine Marlboro Cowboy/Man or Marlboro Country theme. The visuals were simple; it had a lone cowboy smoking a cigarette in the rugged outdoors (New Mexico). The ads were brilliant (top 10 icon of the century) because it created an inherent story appeal via a personality to an unpopular product and gave it a new lease of life within a short period.

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