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.
Orange Man (advertisement)
In 2013, "The Guardian" referred to Tango as the "original gangster of viral marketing", saying that "Orange Man" "was all it took to engage viewers", and that no "Tango crusade since has managed to recapture that lightning in a 500ml bottle." Marketing Society's website The Library states that "Orange Man" is the reason why Tango is included in their list of the "golden brands of 1992". Furthermore, "Campaign Live" stated that "no commercial better symbolized the creative iconoclasm of Howell Henry Chaldecott Lury during the early 90s" than "Orange Man", and presenter Jenni Falconer said the advert was "brilliant, and everybody loved it and everyone thought it was great." In Nicholas Kochan's 1997 book "The World's Greatest Brands", he wrote that the advertisement "succeeded not only in entertaining its audience but also in communicating its taste attributes–the "hit" of real oranges," adding that "the ad's fun scenarios of 'being hooked on Tango' have been extended into other promotions."