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.
Regulation of nicotine marketing
The "Marlboro chevron" livery first appeared on the car of Emerson Fittipaldi during the 1986 CART season and 1986 Indianapolis 500. Patrick Racing expanded the sponsorship to two cars in 1987, and in 1990, it moved to the Penske Team. The white and red Marlboro livery became one of the most recognized in the sport, and Marlboro increased their participation by providing title sponsorship for individual races (Marlboro 500, Marlboro Grand Prix, and Marlboro Challenge), contingency and ancillary sponsorships, and bonus awards programs (Marlboro Million). The company also provided extensive ticket promotions and hosted large hospitality engagements at races.