Daily Doc: PM, Mar 2, 1992: Marlboro Man: Losing his Cool?
Daily Doc: Marlboro Man: Losing his Cool?
Title: The Viability of the Marlboro Man Among the 18 - 24 segment
PM, Mar 2, 1992
Bates #: 2045060177/0203
February 12, 2001
Joe Camel had the Marlboro Man worried. After all, the Camel was young, hip, urban, cool,phallic-looking and had no work ethic. The Marlboro Man on the other hand, was tough, severe, serious, rural, older, and delayed his gratification. Joe was selling lots of cigarettes to young people.
In the tobacco industry's war to win the hearts of impressionable, rebellious young people (who, according to this document, themselves had no work ethic) the Camel was winning.
Thus, industry advertising experts recommended that Philip Morris re-make the Marlboro man into a looser, cooler guy. Have him smile and wave, they recommended, have him show his backside, appear in "Cosmo" magazine -- in short, make him less "Clint Eastwood" and more "Bruce Willis."
Oh, and by the way, this document confirms that the Camel's nose was a phallic symbol.
CITATION
Title: The Viability of the Marlboro Man Among the 18 - 24 segment
Type of Document: report, presentation (?)
Author Eckman, B and Goldberg, S
Recipient:N/A
Date: 19920302
Site: Tobacco Documents Online http://www.tobaccodocuments.org/ Minnesota Trial Exhibits Set (MNTE)
Page Count 27
Bates No.2045060177/0203
URL: http://www.tobaccodocuments.org/view.cfm?docid=TE11823&source=MNTE&ShowImages=yes
Litigation Usage:Minnesota Selected document .
QUOTES
Objective: to understand what the Marlboro Man and Joe Camel represent to the 18-24 segment and how they are influencing the perceptions of the brand today....
...WHY [THE CAMEL IS] EFFECTIVE WITH 18-24 SEGMENT:
Blatant sexuality without responsibility Nose - phallic symbol
cigarette instrument of pleasure
women as sex objects
"Mr. Tonight"
Pleasure principle has replaced the work ethic The Good Life
Leisure time; carefree
Joe Camel is not concerned with task, enjoys what he's doing "I don't care attitude"
Camel gives them a sense of belonging
Part of a group
Helps define who they are
Reduces the negatives of smoking
Identify with the rebelliousness of the Camel Between child and fully responsible adult...
Close to how they live
Like to play, not work
Closer to how they see themselves
Does what they do, not what their grandfather did...
The Camel Image: cool, hip, laid back, mellow, slick, smooth, ladies man, what women like, charmer, fun; always has something to say, ...relaxed, casual, not a hard worker...breezes through emphasizing leisure, party animal...defiant...
Movie Stars that capture the image: Bruce Willis, Jack Nicholson, Mickey Rourke, Dana Garvey, Warren Beatty...
MARLBORO MAN:
Hard
Serious
Outdoors
Work ethic--then delayed gratification
Uncommunicative
Older...
Never smiles
Set in his ways
Settled, married
THE CAMEL:
Easy
funny
urban
partying
now
younger
sociable
non-threatening...
group-oriented
trendy women
wild
playboy
Mr. Tonight.
..Broaden the advertising to make [the Marlboro Man]
Less aloof
Less severe and tough
More accessible
Less Charles Bronson, more Sam Shepard
Less Clint Eastwood, more Tom Selleck,
Have him smile and/or wave
The American Work Ethic is slipping...show the cowboy at leisure...playing cards, shooting pool...interacting with women...
Make the Marlboro promotions more leisure-oriented... SEXUAL PROWESS is of much concern...
The Marlboro Man can have whomever he wants because he is at the top of the dominance hierarchy... ...Target those magazines (e.g., Playboy, Cosmopolitan) where he could be pictured with a woman... ...Show his backside and/or tipping his hat to a lady
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