The Marlboro Man
Perhaps Cheskin’s most famous achievement was turning Marlboro cigarettes into a 'man’s' cigarette from its original appeal to women. Because more men than women were smokers, Cheskin convinced Phillip Morris that they would have more success by appealing to men. At the time its unique product differentiation was a red wrapper, to hide lipstick marks. Cheskin's recommendations were to redesign the package to denote masculinity, while keeping the red color. His recommendations underlie everything from the 'Man-Sized Flavor' advertising campaign and the now iconic packaging (resembling a medal), to the masculine and virile Marlboro Man himself. The Marlboro Man sported tattoos to give him a rugged backstory and often appeared as a cowboy on horseback (the predominant image that has survived today).
Read more about this topic: Louis Cheskin
Famous quotes containing the word man:
“Any man today who returns from work, sinks into a chair, and calls for his pipe is a man with an appetite for danger.”
—Bill Cosby (20th century)