Marlboro

Leo Burnett specializes in creating promotional characters such as Yolly Green Giant, Morris cat, Keebler Elves, Charilie Tune. Since taking defeminization cigarettes Marlboro, he decided to use a series of injections of testosterone, which is the image of the captain, athlete, adventurer, war correspondent, home builders and others. The first in this series was a cowboy. No more than 3000 professional cowboys to stay in the United States.

Burnett said a lot and he does it very well. Advertising campaign got along. For one, the Marlboro brand has moved from last place to fourth, while the list of champions of cigarettes. The campaign decided to forget about the captain and retain Cowboy to be on the safe side. First invitation for the shootings were professional models, among which no one knew what the parties come to the horse. Gabbers replace them. Just imagine the person in blue, faded jeans, cowboy boots with spurs rapid! It was incredibly funny! Finally, advertising agencies were forced to seek real cowboys in Texas and Montana.

In 1955, the agency decided to add a tattoo as a trademark in the cowboy's hand. One sitting remembered that before the shooting, he was within three minutes, and a tattoo applied within three hours. In 1962, Burnett advertising agency has acquired all rights to the script "The Magnificent Seven" and added the following phrase in his TV ads: Come to where the flavor is. Marlboro Country. Since that time, the Marlboro Man took a firm place among the most successful advertising images and Marlboro is at the top of the most popular cigarettes in the world.