How "The Marlboro Man" increased sales to 300% in just 2 years?
Picture this: a brand that transformed itself from being considered feminine to becoming a symbol of bold masculinity. This remarkable shift didn't just boost their sales, it also changed the perception of Marlboro cigarettes.
Back in the 1920s, Marlboro was seen as a women's cigarette. Marlboro wanted to sell filtered cigarettes to men, but men didn't want to smoke a "women's" brand. So what did they do?
REBRANDED THEMSELVES COMPLETELY!!!!
Marlboro realized they needed to do more than just change their marketing strategy; they needed a transformation that would resonate with a male audience.
ENTERS THE MARLBORO MAN!
This did not only revolutionize their advertising but also gave people, specifically men, a sense of culture, boldness and freedom.
Instead of showing hesitation and sticking to “the normal” Marlboro completely changed their brand identity from a “feminine brand” to a “bold & masculine” brand. It is not easy to shift your branding based on gender but Marlboro did it.
A Billion-Dollar Conclusion
The outcome? In 1955, when the Marlboro Man campaign was started, sales were at $5 billion. By 1957, sales were at $20 billion, representing a 300% increase within two years.
Seems like it did pay off! 😅
Wrapping up with what's unique today.
Sometimes, being bold and not being hesitant to take a step to change your brand's identity might actually pay off.
Until next time.......
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