Marlboro Man
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 the public.
Clarence Hailey Long
Clarence Hailey Long, Jr., often known as C.H. Long (January 9, 1910 – June 29, 1978), was the rugged Texas cowboy sensationalized as the original "Marlboro Man". Long, then foreman of the JA Ranch, was catapulted to national attention in 1949, when "LIFE" magazine published a series of Leonard McCombe photographs on ranching in the American West. Long was the basis of the popular Marlboro cigarettes advertising campaign for Philip Morris, but other models followed through 1999.