Results
The use of the Marlboro Man campaign had very significant and immediate effects on sales. 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. Philip Morris easily overcame growing health concerns through the Marlboro Man campaign, highlighting the success as well as the tobacco industry’s strong ability to use mass marketing to influence consumers. The immediate success of the Marlboro Man campaign led to heavy imitation. Old Golds adopted the tagline as being a cigarette for “independent thinkers.” Chesterfield depicted cowboy and other masculine occupations to match their tagline of “Men of America” smoke Chesterfields.
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Famous quotes containing the word results:
“Intellectual despair results in neither weakness nor dreams, but in violence.... It is only a matter of knowing how to give vent to one’s rage; whether one only wants to wander like madmen around prisons, or whether one wants to overturn them.”
—Georges Bataille (1897–1962)
“I have no doubt that it was a principle they fought for, as much as our ancestors, and not to avoid a three-penny tax on their tea; and the results of this battle will be as important and memorable to those whom it concerns as those of the battle of Bunker Hill, at least.”
—Henry David Thoreau (1817–1862)
“In the works of man, everything is as poor as its author; vision is confined, means are limited, scope is restricted, movements are labored, and results are humdrum.”
—Joseph De Maistre (1753–1821)