In 1950, Marlboro was ranked 31st place in sales amongst cigarette brands.
From 1924 when it was launched till then, it was marketed as the “lady’s” cigarette. The company had to capture the men’s market with rebranding and overhaul of it’s image.
They spent $18 million in the first year showcasing cowboys and ranches and a new theme “Come to where the flavour is. Come to Marlboro Country.”
The Marlboro man was born and he became an instant hit and a cultural icon in that year.
By the end of that year, $18 million spent…. it was time to look at the sales figures.
They were still ranked 31st.
What happened? Focus groups were formed and they found that the brand was still perceived as the lady’s cigarette.
By 1972, they were ranked number 1. And they still are today despite of course the ban of cigarette and tobacco ads. Thats 20 over years it took.
One big reason for their success? Commitment.
Now I am not asking you to wait out for 20 years. Especially for a small business owner you can’t afford that.
But I get so tired of listening to businesses who put out crappy ads for a week and throw their hands up in the air and scream “It doesn’t work!”
It WORKS! Just NOT FOR DABBLERS!
Hope you enjoyed this one and Stay Committed!
Lionel, Founder of The Pixel Geek