Which 1950s advertising campaign made the phrase “The Marlboro Man” central to Marlboro’s brand image?

The Marlboro Man campaign made a rugged cowboy the central image of Marlboro’s advertising in the 1950s.

Marlboro had originally been marketed as a cigarette for women, with a red tip intended to hide lipstick stains. In 1954, advertising agency Leo Burnett repositioned the filtered cigarette for men by using a cowboy and other masculine figures. The cowboy quickly became the most famous version of the campaign.

The advertising connected Marlboro with independence, outdoor life, and the American West. The shift was commercially significant because it helped turn Marlboro into one of the world’s leading cigarette brands. The imagery also became a lasting example of how a campaign can change a product’s perceived audience.

The campaign is often confused with “Marlboro Country,” a later phrase associated with the same imagery. “The Marlboro Man” identifies the advertising character and campaign concept that began in the 1950s.