Once while surfing the internet, I came across this interesting article about Marlboro.Before Marlboro was positioned as a masculine brand (Cowboy ads), it was actually targeted towards women and specifically MOTHERs!
It was advertised to mothers of small children. The idea was that if a mother smokes a Marlboro she would not be screaming at her kids. It would calm her nerves.Read the ad copy of the print advertisements. There is a baby who asks his mom to smoke--"Before you scold me, Mom...Maybe you'd better light up a Marlboro"!
They called it "Mild as May" cigarette for women.
However,the brand had to reposition itself as men's cigarette...
Refer : http://www.scribd.com/doc/97982/Sex-Change-of-a-BrandStory-of-Marlboro
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