When conversation turns to cigarettes in most cases people think about Marlboro. And no wonder! It is the most widespread cigarette brand in the world. It is met in movies (including old), books, everywhere. Almost every person knows how pack of Marlboro cigarettes looks like. Its' design has almost remained unchanged except non-significant details. If a pack of Marlboro cigarettes will be shown to people without brand name 95 of people out of 100 will tell with no doubts which brand it is.
In spite of the fact that it is not the eldest brand, Marlboro cigarettes have managed to become number one on the world cigarette market.
As well as everyone knows about Marlboro cigarettes people also know which Company is the owner of this brand. Philip Morris is also the most popular cigarette Company in the world. And Philip Morris logo that appeared in 1919 is among oldest and well-known in the world.
Philip Morris International Logo
The birth of Marlboro cigarettes took place in 1924 and was taken decision to advertise and position them as cigarettes for women. This marketing mix was shocking as in 1920th smoking among women wasn't widespread and it was considered male prerogative.
Till the beginning of XXth century female smoking on public was a sign of vulgarity and low social position. Though there were exceptions to the rule: so, for example in public smoked famous French writer George Sand.
The situation has changed after World War First when many women have replaced women on the plants and became addicted of smoking. However till the end of 1920th they were not able to smoke freely. In many countries of the world women have been penalized or even arrested. Female educational institutions have fought with smoking using draconian methods.
Cigarettes for ladies appeared thanks to suffragettes who have fought for universal right of suffrage. These women wanted equal rights in everything, including bad habits - and they got it. For creative people of the beginning of previous century big difficulty was to make female advertisement for strictly male product. Marlboro cigarettes have been presented as feminine cigarettes. Strictly feminine motto was used: "Mild as May". As brand face was invited Hollywood star May West.
Hollywood star May West face of Marlboro brand
Pack has been also oriented to female audience: filter with red band has decided double task: to hide inaccurate lip ring and to protect women's white teeth of yellowing. Brand had quite moderate success: however hard marketing specialists have tried, the product was almost unattractive for women.
Demonstrative story took place in 1929 when with support of tobacco Companies in New York took place parade in which participated tens of beautiful women who have marched with cigarettes in their hands. They have named cigarettes "liberty torches". In turn, tobacco Companies have advertised their products, telling that smoking helps in weight loss. According to USA Ministry of Health number of female smokers in the age of 18-20 has tripled during the period from 1911 to 1925.
In USA women began to smoke actively in 1960th. At present moment in the world women smoke less than men, however many researches have shown that for representatives of fair sex is more difficult to refuse this habit.
Female smoking by country. Source: http://en.wikipedia.org/wiki/File:Female_Smoking_by_Country.png
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