In 1964 an American university officially declared that cigarettes, which caused cancer, could cause an industrial accident. The ventilation systems are dangerous, the employees enter the workplace and they are at the end of the world. But Marlboro is still extraordinary: the change of narrative. Instead of just selling cigarettes, they sold a lifestyle: the strong, masculine, free-spirited vibe of the Marlboro Man.
It wasn’t about the product anymore-it was about what it stood for. Marlboro focused on lifestyle marketing, just like kids in the 90s were crazy about MRF bats because of Sachin Tendulkar, or sneakerheads went after Air Jordans because of Michael Jordan. It wasn’t about the bat or the shoe; it was about the story.
The genius of Marlboro was focusing on the idea of masculinity and freedom, not the cigarette. Even after cigarette ads were banned from TV, their campaigns were working flawlessly in magazines and print. The result? Marlboro went from being a minor player to the biggest brand in the world.
The article emphasizes: Brands constantly exploit our insecurities to sell lifestyles, such as clothes, devices or small habits. And the way out of this trap is accepting its flaws. Don’t let the brands convince you that you need their product to be fashionable or happy. Because at the end of the day, you are enough.
The Turning Point: 1964 Cancer Report
On the historic date of January 11, 1964, the United States government officially declared that cigarettes cause cancer. Within a day, an $8 billion tobacco industry and the incomes of 750,000 families were at stake, while most companies saw their sales plummet. However, there was one company that miraculously went from having just 1% market share to becoming the fourth-largest cigarette brand in the world in less than a year. After 1970, when cigarette advertisements were permanently banned from television, this brand became even more popular and went on to become the largest manufacturer of cigarettes in the world. This brand is Marlboro. Today, Marlboro is so huge that it has more consumers than its next ten competitors combined.
The question is, what exactly did they do that turned a disastrous situation into a stepping stone for Marlboro to become a $58 billion brand?
The Power of Lifestyle Marketing
The answer to this question lies in one of the most iconic marketing strategies ever witnessed by mankind—lifestyle marketing.
To understand this concept better, let’s take a simple example that hits closer to home. If you were a ‘90s kid and watched Sachin Tendulkar play cricket, chances are that at some point in your life, either you or someone in your friend’s circle bought an MRF bat. When you visited a store, you probably knew nothing about English willow or Kashmir willow. You didn’t care which wood the bat was made of. You didn’t care whether it was original or duplicate. You just wanted a bat, and when given the choice between a plain bat and one with an MRF sticker, you instinctively chose the MRF bat.
Years later, you may have realized that MRF stands for Madras Rubber Factory, a company primarily known for manufacturing tires. The same phenomenon occurred with Reebok when MS Dhoni started using Reebok bats.
Now, the question arises—was it a coincidence that millions of children across the country mindlessly bought a bat with a sticker of a rubber tire company? If not, how did this happen?
The Subconscious Influence of Idols
This is where the magic of lifestyle marketing takes place. We idolized Sachin Tendulkar, and we all wanted to be like him. Subconsciously, the MRF bat made us feel as if we were holding the exact same bat as Sachin himself.
To put it simply, when we bought an MRF bat, we weren’t just buying a bat; we were buying the emotional connection it had with our idol. We wanted to be like Sachin.
A similar thing happened in the United States with Nike’s Air Jordan lineup. When Nike signed Michael Jordan, the craze for Air Jordans became so intense that even today, 18 years after Jordan’s retirement, he still makes $100 million every year in royalty.
This is lifestyle marketing—where consumers buy more into the lifestyle of the icon associated with the product than the product itself.
Marlboro’s Revolutionary Marketing Strategy
After the 1964 report released by the U.S. Surgeon General, cigarette brands did everything in their power to protect their reputation. Some brands tried to justify smoking, while others outright dismissed the research. At the time, Marlboro was a small company that primarily made cigarettes for women. However, Philip Morris, Marlboro’s parent company, decided to shift its marketing strategy and became a textbook example of business propaganda in the 20th century.
Instead of justifying smoking with complex statistics, they launched the “Marlboro Man” campaign. This campaign introduced a character who embodied everything a man wanted to be—rugged, independent, and fearless. The Marlboro Man was a cowboy with a perfectly built physique, showcased as the ultimate archetype of masculinity. He was tough, affectionate, stylish, and represented freedom and manliness.
Just as kids bought into MRF bats, men of the 1960s were captivated by the Marlboro Man and began buying Marlboro cigarettes. This campaign was a game-changer, and within a year, Marlboro went from having less than 1% market share to becoming the fourth-largest cigarette manufacturer in the world.
The Genius of Minimal Product Placement
Interestingly, in all Marlboro commercials, cigarettes were never the primary focus. In fact, the product itself had less than 10 seconds of screen time.
Because of this, when cigarette commercials were permanently banned from television in 1970, Marlboro was able to navigate the situation effortlessly. Their ads weren’t about cigarettes; they were about the Marlboro Man. This allowed them to communicate their brand’s essence easily through print and magazine ads.
As a result, even after the 1970 ban, Marlboro’s business continued to grow. In fact, their sales skyrocketed while other brands struggled to market their products without being able to showcase them. This is how Marlboro became a legend in advertising and laid the foundation for its $58 billion empire.
The Life Lesson Behind the Business Strategy
More than a business lesson, there is an important life lesson to take from this case study. Just like Marlboro in the 1960s, we are constantly being bombarded with lifestyle advertisements disguised as pop culture icons today.
From James Bond wearing a tuxedo to exude sophistication to actors portraying the epitome of manliness, these marketing tactics are designed to tap into our insecurities. They make us believe that buying a certain product will transform us into a better, more elevated version of ourselves.
However, the harsh reality is that these brands are merely exploiting our insecurities to make billions, while we end up as addicted consumers—whether to cigarettes, fashion, or social validation.
Final Words: Stay Aware and Think Critically
So, keep your eyes open and do not fall into these traps.
Most importantly, remember that buying material things will never make you feel truly happier or turn you into a better version of yourself. The only thing that will bring true fulfillment is embracing your imperfections and insecurities. If you do not, some billion-dollar brand will take advantage of your vulnerabilities and make a fortune off of them.
Think about it. If this message resonates with you, share it with as many people as possible. As a great woman once said, “Imperfection is beauty, madness is genius, and it is better to be absolutely ridiculous than to be absolutely boring.”
featured image credit: medium.com
Frequently Asked Questions (FAQs)
On this date, the United States government officially declared that cigarettes cause cancer. This announcement put an $8 billion tobacco industry at risk and led to a decline in cigarette sales.
Marlboro used a powerful marketing strategy called lifestyle marketing. Instead of focusing on cigarettes, they created the Marlboro Man, an iconic cowboy figure who embodied masculinity, freedom, and toughness. This shifted public perception and attracted a loyal customer base.
Lifestyle marketing is a strategy where consumers buy into the lifestyle associated with a product rather than the product itself. A good example is how fans of Sachin Tendulkar bought MRF bats, not because of their quality, but because they connected the brand with their idol.
The campaign introduced a rugged cowboy character who symbolized strength and independence. He appealed to men’s aspirations, making Marlboro cigarettes a symbol of masculinity rather than just another tobacco product.
While other brands struggled, Marlboro continued to grow because their focus was on the Marlboro Man rather than directly advertising cigarettes. They successfully shifted their marketing to print media and other platforms.
Even today, companies use lifestyle marketing to sell products. Brands associate themselves with celebrities, influencers, or aspirational lifestyles to attract consumers.
Consumers should be aware of marketing tactics that exploit their insecurities. Buying products won’t necessarily make someone happier or better—true fulfillment comes from self-acceptance.