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.
Marlboro Challenge
The Marlboro Challenge was an all-star CART series race held from 1987–1992, sponsored by cigarette brand Marlboro. After 1992, the race was discontinued, in part because Phillip Morris reorganized its race sponsorship after the Marlboro Grand Prix of New York fell through. The race was considered a non-points exhibition race, and did not count towards championship standings or official statistics.