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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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