BMC - Episode 7 "The Marbolo Man"

Marketing Fruit

Julian Kelly

Business, Entrepreneurship

5 • 935 Ratings

🗓️ 7 November 2024

⏱️ 4 minutes

🔗️ Recording | iTunes | RSS

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Summary

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Transcript

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0:00.0	Welcome to another episode of Marketing Fruit Business Masterclass.
0:10.9	I'm your host, Julie and Kelly, and thanks for tuning into my mental paradise today.
0:16.8	And today we're talking about a journey back into the iconic Marbleau Man days.
0:23.5	And we're talking about the 1995 campaign, to be exact.
0:27.4	It was a campaign that left a profound impact on the advertising and public perception.
0:34.0	So, let's saddle up and explore the story behind the legendary ad campaign.
0:40.3	So, in the mid-1990s, the Marlboro Man, one of the most recognized tobacco brands, was at a crossroads, facing increased public health concerns and strict regulations on tobacco advertising.
0:56.0	They needed to adopt their image and appeal to a changing market.
1:00.0	So, the Marbleau man, a symbol of rugged masculinity, had been the brand's mascot for decades. So in 1995, they made a bold decision to change the
1:16.0	direction of the iconic campaign. The premise was to phase out the Marbleau Man and shift the focus
1:22.9	to a more health-conscious approach. But what made the Marbleau Man campaign so iconic? And what
1:31.1	drove the change? The Marbleau Man was iconic for several reasons. It effectively
1:39.2	associated the brand with the image of the strong, independent, and adventurous cowboy.
1:46.0	This imagery was central to Marbleau's branding and message.
1:50.0	It was so powerful that the Marbleau Man became one of the most recognizable and enduring
1:56.0	advertising symbols in history.
1:58.0	However, as public awareness of health risks associated with smoking grew, the iconic
2:06.2	cowboy became a symbol of a problematic and unhealthy habit.
2:11.2	So in 1995, faced with mountain legal challenges and a shifting cultural landscape, Marbleau made the brand decision
2:19.9	to retire the Marbleau Man and rebrand as a company focused on youth anti-smoking initiatives.
2:28.4	So, the impact of the decision was profound. It signaled a shift in the today's tobacco industry approaching to advertising.
2:39.5	The Marbleau's Man departure symbolized a changing era in the public health awareness and
	...

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