The Longevity of Marlboro: A Century-Old History and Future

First conceptualized in 1847, Marlboro has transcended several lifetimes, social stigmas, and gender stereotypes, transforming from a niche luxury brand to a household name. This article delves into the rich history, marketing strategies, and ongoing evolution of Marlboro cigarettes, highlighting the complexities behind their enduring popularity.

Origins and Early Years

Philip Morris, the founder of Philip Morris Co. Ltd., opened his first tobacco store on Great Marlborough Street in London, Soho, in 1847. His business was soon successful enough for the street name to become part of the brand.

The Brand's Evolution

Starting in 1847 as a custom product, Marlboro became a household name in the United States through several strategic moves. After Philip Morris's untimely death in 1872 from cancer, his widow Margaret and brother Leopold took over. The company opened a US subsidiary in 1902 and registered the trademark in the US in 1908.

Gender Stigma and Marketing Innovation

The first significant leap in Marlboro's history occurred in the 1920s when it was rebranded as a luxury cigarette, primarily sold in hotels and resorts. However, a major shift took place in the 1930s, when the brand was marketed directly to women. Advertisements from this era featured messages like "Mild as May" and slogans such as "Ivory Tips Protect Your Lips." This strategic move was successful, and by 1951, Marlboro became the leading brand in the country.

Interestingly, the marketing strategy for women marked the first major gender reassignment of a cigarette brand. This was a bold move in an era when smoking was strongly associated with men, reflecting societal changes and marketing innovations that we still see today.

The Great Cancer Scare and the Rebranding

The 1950s ushered in the "Great Cancer Scare," a period when public health officials began to raise alarms about the carcinogenic effects of cigarettes. In response to this shift, George Weissman, a Harvard-educated tobacco executive with a background in psychology and experience as a WWII Naval lieutenant, transformed the once-dying Marlboro brand.

With the help of designer Francesco Gianninoto and perceptual researcher Louis Cheskin, Weissman introduced a new, militaristic-themed pack featuring the Latin phrase "Veni, Vidi, Vici" (I Came, I Saw, I Conquered), a nod to Julius Caesar's victory cry. The pack was designed to invoke a sense of strength and authority, effectively countering the negative perceptions of smoking during that era.

Modern-Day Marlboro

Despite the advancements in public health education, Marlboro remains a prominent player in the cigarette market. Its enduring appeal lies not just in its marketing strategies but also in its ability to adapt to changing societal norms and health concerns.

Today, Marlboro continues to be stored under optimal conditions to maintain its flavor and aroma. Proper storage methods include keeping the cigarettes in a cool, dark, and dry place, often within their original packaging to preserve their quality.

Conclusion: The Future of Marlboro

From its humble beginnings in 1847 to its current position as a major brand, Marlboro has seen numerous transformations. Its longevity is a testament not only to its marketing prowess but also to its ability to reinvent itself in response to changing times.

While the debate over the health effects of smoking remains contentious, one cannot deny the cultural impact of Marlboro. As society continues to evolve, so too will the marketing and legacy of this iconic brand.