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.
Tobacco (Last Week Tonight)
Toward the end of the segment, Oliver introduces Jeff the Diseased Lung, a mascot he created for the American global cigarette and tobacco company Philip Morris International, the makers of Marlboro cigarettes. The anthropomorphic diseased lung, who smokes and coughs, has been compared to Joe Camel and the Marlboro Man. Oliver and his team promoted the cartoon character by sending shirts with Jeff's image to Togo and displaying billboards in Uruguay, and by encouraging use of the hashtag #JeffWeCan, which trended on Twitter following the broadcast.