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.
George Weissman
His marketing inspiration came from William K. Howell, who is credited with the success of Marlboro cigarettes and the Miller Brewing Company. Howell and Weissman introduced the Marlboro Man, an advertising figure who help propel Philip Morris to a leading position in the tobacco industry.