Summary

In this episode of the Brand Archive, hosts Ben and Ashton explore the history and evolution of the Marlboro brand, from its origins targeting women to its transformation into a symbol of masculinity with the iconic Marlboro Man. They discuss the brand’s innovative marketing strategies, packaging design, and cultural adaptations that have allowed it to maintain relevance in a changing market. The conversation highlights key lessons in branding, the importance of storytelling, and the impact of cultural context on marketing strategies.

takeaways

• Marlboro started as a brand targeting women, emphasizing freedom.
• The brand’s shift to a masculine image with the Marlboro Man was a significant turning point.
• Marlboro’s marketing strategies included innovative packaging and lifestyle branding.
• The brand successfully adapted its messaging to different cultural contexts globally.
• Marlboro’s packaging design has remained largely unchanged, contributing to brand recognition.
• The Marlboro Man campaign significantly increased market share from less than 1% to 40%.
• Marlboro introduced HeatStix as a response to changing consumer preferences.
• The brand’s success is attributed to its ability to create a lifestyle around smoking.
• Marlboro’s marketing focused on storytelling rather than just product features.
• Understanding cultural trends is crucial for effective branding.