Marlboro

Marlboro cigarette brand of Philip Morris

Marlboro = 88 (Jewish Ordinal)

Marlboro Cigarette = 777 (Satanic)

Philip Morris opened a New York subsidiary in 1902 to sell many of its cigarette brands. The mark "Marlboro" was registered in the United States in 1908 although no cigarette was marketed under this name until 1923. In 1924, the brand was launched. They are first marketed as "America's luxury cigarette" and were mainly sold in hotels and resorts.

Around the 1930s, it was starting to be advertised as a women's cigarette, based on the slogan "Mild As May". The name was taken from a street in London where Philip Morris's British factory was located. However, as early as 1885, a brand called "Marlborough" was already being marketed as a "ladies' favorite" by Philip Morris & Co.

In the 1930s, advertising for the cigarette was primarily based on how ladylike the filter cigarette was, in an attempt to appeal to the mass market. To this end, the filter had a printed red band around it to hide lipstick stains, calling it "Beauty Tips to Keep the Paper from Your Lips".

Shortly before World War II, the brand's sales stagnated at less than 1% of tobacco sales in the US and was briefly withdrawn from the market. After the war, Camel, Lucky Strike, and Chesterfield were the only common cigarettes.

After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men's cigarette in order to fit a market niche of men who were concerned about lung cancer. At the time, filtered cigarettes were considered safer than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.

The red and white package was designed by the designer Frank Gianninoto. The emblem is placed on top of the pack and has the popular Latin expression Veni, vidi, vici ("I came; I saw; I conquered"), authored by Julius Caesar. The repositioning of Marlboro as a men's cigarette was handled by Chicago advertiser Leo Burnett. The proposed campaign was to present a lineup of manly figures: sea captains, weightlifters, war correspondents, construction workers, etc. The cowboy was to have been the first in this series. While Philip Morris was concerned about the campaign, they eventually gave the green light.

Marlboro's market share rose from less than one percent to the fourth best-selling brand. This convinced Philip Morris to drop the lineup of manly figures and stick with the cowboy, later known as the Marlboro Man. From 1963, the television advertisements used Elmer Bernstein's theme from The Magnificent Seven.

Part of Marlboro's rise in market share was its ability to produce “milder, more aromatic, sweeter, and less harsh” cigarettes by adding ammonia to the tobacco. Further usage of diammonium phosphate allowed Marlboro to free base the nicotine in tobacco, allowing for a more efficient delivery. Marlboro kept this process secret for many years, as freebasing is the same process used to produce crack cocaine from normal cocaine. Some experts have called the product that Marlboro sold "crack tobacco."

In the late 1960s, Marlboro "Longhorn 100's" were introduced. Although colour-coded with gold, they were full flavor cigarettes, not lights. In 1972, Marlboro became the best-selling brand of tobacco in the world.

Corporation

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