Everyone knows that smoking is harmful to health and can cause chronic diseases such as cancer but due to nicotine addiction, it is very difficult for smokers to quit smoking.
Have you ever wondered, how the cigarette industry began to influence people to keep trying to smoke cigarettes even though we knew smoking was dangerous?
Before the 1970s, the cigarette industry was an 'expert' in advertising. After World War II, cigarette companies dominated the advertising industry.
They are racing to make sure people buy their products first. But at that time, Malboro advertising was the best, thus making Malboro the most famous cigarette brand in the United States (US).
Before that, let’s read the early history of the establishment of the Malboro company. In 1847, Philip Morris founded the company and its target customers at that time focused on women.
Malboro has issued a cigarette that has a special filter to cover the lipstick effect after smoking. But unfortunately, the marketing strategy did not work so well.
In the 1950s, a new study on smoking can cause cancer was removed. As a result, tobacco companies began to panic and tried to change their advertising strategies.
Malboro is no exception and changes its customer targets to men in addition to promoting cigarettes as one form of lifestyle.
What does advertising mean as a lifestyle? Today, we are often presented with forms of advertising that promote their products and relate them to everyday life.
For example, the advertisement of energetic drinks, is often associated with the daily activities of sports athletes. But if we look back at the time about 60 years ago, society at that time had a very different idea of the way advertising is today.
Most people in those days did not really care about facts and research. They prefer to buy cigarettes to look stylish.
Due to that, Malboro sells their products based on symbols and character and not just cigarettes.
In the advertisement, Malboro shows a cowboy smoking a cigarette while riding a horse so that the cowboy man is called Malboro Men. The advertisement has caused many people to be influenced simply because they see how cowboys are masculine while smoking cigarettes.
The advertisement has boosted Malboro's name on the world stage to this day. In addition, the ads involved have changed the concept of advertising around the world.
Ultimately, Malboro's story teaches us how to captivate the hearts of the people and understand from the angle of the heart that people are more interested in the 'character' of the product.
