Failure to Success: Marlboro Becoming a $Billion Brand

In this video, we'll dive into the story of Marlboro, one of the world's most iconic cigarette brands. At its inception in 1924, Marlboro was marketed as a women's cigarette with the tagline "Mild as May." However, by the 1950s, the brand was struggling to compete with the growing popularity of filtered cigarettes. In a bold move, Marlboro's parent company, Philip Morris, decided to rebrand the cigarette as a masculine product, targeting men with a rugged cowboy image. The new marketing campaign was a resounding success, and Marlboro became the best-selling cigarette brand in the world by the 1970s. But the road to success was not without its challenges. In the 1990s, Marlboro faced intense scrutiny and legal battles over its marketing practices and the health risks associated with smoking. Despite these obstacles, the brand continued to thrive and remains a multi-billion dollar business today.Join us as we explore the fascinating history of Marlboro, the lessons learned from its successes and failures, and the enduring impact of its marketing strategy on the world of advertising. Whether you're a fan of the brand or simply interested in the history of marketing, this video is a must-watch.

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