![]() On the other hand, the latest tagline “Enjoy True Quality” emphasizes the brand’s premium quality that deserves Winston’s leading position as number two cigarette brand in the world, available in over 100 countries. As a matter of fact, Winston cigarettes are renowned as a master of flavor among filtered cigarettes, which seems true to its claim that “Winston tastes good like a cigarette should,” the famous advertising slogan that lasted from 1954 to 1972. Apart from the equally fetching qualities of manhood, Winston finds its discrete value in a readily recognizable and distinctively unique brand voice: great taste and outstanding quality. Instead, I would like to reinforce the brand voice of Winston, which is often compared to Marlboro as a brand with rugged and masculine images. I would rather not choose Virginia Slim as a competing counterpart of Marlboro just because it exemplifies a cigarette brand promoted as feminine and explicitly targeted toward women. However, the latest campaign is only a modern-day dimension to or a contemporary modification of the Marlboro Man, as the provocative visual images of independence and freedom still conjure up memories of rugged cowboys on horseback in wild West. At a glance the days of the Marlboro Man seem to have long gone with the death of six American cowboys who acted the roles of the Marlboro Man and died of cigarette-related illnesses chronicled by a documentary film “Death in the West” in 1976. ![]() Be Marlboro.” apparently targets teens who desire to be grown up and independent, free from parents and teachers. ![]() More recently, the brand’s controversial global campaign “Don’t Be a Maybe. Furthermore, since its first sponsorship of Formula One in 1972, Philip Morris has invested heavily in auto racing whose wild and heroic image was a perfect fit for Marlboro’s manly brand positioning. Moreover, a 1991 cult classic film titled “Harley Davidson and the Marlboro Man” starring Mickey Rourke and Don Johnson tried to picture a male rider stereotype, which was again associated with the manhood images of Marlboro. Winfield’s 20-year run as a rugged cowboy portrayed in the American West has solidified the brand image into a single masculine variation. Marlboro serves as a good example of a brand that has successfully remained relevant, contemporary, and appealing to an ever-changing audience as an ideal symbol of masculinity with its wild, rugged, rough, tough, adventurous, rebellious, audacious, and heroic figure “Marlboro Man.” The idea of using a cowboy was initially conceived by Leo Burnett in 1954, giving rebirth to Marlboro as a masculine entity through gender reassignment surgery, so to speak, before which the brand was perceived femininely as “Mild as May.”ĭarrell H. Despite all the notoriety that has been associated with smoking over the years, some of the top tobacco brands have remained intact, constantly and consistently striving to voice out their brand identity. In fact, the tobacco industry is one of the most lucrative yet heavily regulated commercial sectors in the world. ![]() All else aside, I am fascinated by how the tobacco industry has managed to resolve its long-standing convoluted dilemma: how to sell a pack of idle but fatal complication. Frankly speaking, I do not smoke technically speaking, I do not smoke any more. ![]()
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