Changing the Marlboro Man

Suntem in anii '90, inceputul sfarsitului... smoke-free areas, big tabacco law suits, increasing public pressure on health issues, limitari drastice in advertising si bineinteles, un nou public definit de noi paradigme, cu noi obiceiuri de consum. Ca intotdeauna, echipa de marketing din spatele brandului simte valul si se adapteaza rapid. Citat dintr-un document intern de la Marlboro:

"About the emergence of a new trend, called Wildering: Wildering is defined as 'a new appreciation of ourselves as primal beings, returning to nature to test ourselves, physically and spiritually'".

Evident, pentru a face sa se intalneasca vechiul cowboy cu noul public in limitele noului concept, trebuiau facute niste mici ajustari la tzinuta de drum si harnashamentul acestuia.


Vechiul model + perceptii istorice

• Cowboys are macho and simple-minded.
• Cowboys are "men against nature".
• Cowboys kill indians.
• Cowboys leave women at home, wringing their hands.
• Cowboys are alone on the range.
• Cowboys are outlaws.
• Cowboys are brutal.
• Cowboys eat pork and beans.
• Cowboys dress for function.
• Cowboys shoot wolfes.

Noul model Marlboro

• Cowboys are sensitive.
• Cowboys are advocates of the land.
• Cowboys are Indians.
• Women are cowboys.
• Cowboys ride the range with their wives.
• Cowboys have principles.
• Cowboys are kind.
• Cowboys eat grilled vegetable fajitas.
• Cowboys dress for functional style.
• Cowboys dance with wolfes.

Iaca, asa se remodeleaza perceptiile: pleci de la un subbrand cu aer de aristocrat britanic, de la Philip Morris (Duke of Marlborough), targhetezi femeile (1924 - Marlboro, Mild as May)", dupa care il transformi intr-un brand foarte masculin, cu pamant sub unghii, eventual il mai iei putin la pila, ca sa incapa in modernitate...

The fun never stops :)