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 (cigarette)
Marlboro has a long history in rallying sponsorship, including the factory World Rally Championship teams of Lancia (between 1972 and 1974), Mitsubishi (from to ), and Peugeot (from to ). The cigarette brand appeared on helmets and suits of some of the best rally drivers, being personal sponsor of Markku Alén, Timo Salonen, Juha Kankkunen, Miki Biasion and others.
Between 1987 and 1992, Marlboro backed Carlos Sainz, appearing on his cars (Ford Sierra in 1987–88 and then Toyota Celica since 1989). In 1993 the cigarette brand started an association with Belgian rally driver Freddy Loix, who was racing for Opel in the Belgian rally championship. Between 1996 and 1998 Loix raced with Toyota Team Belgium in the WRC, carrying the Marlboro livery on his car. In 1999 he moved to Mitsubishi Ralliart works team, with the iconic livery remaining on successive Lancer Evolutions until the marque's temporary WRC withdrawal at the end of 2002.