Marlboro 1920’s - Mild as May Female consumer Beauty and luxury Marlboro 1920’s - Beauty Tip Beauty focused Entirely feminine Marlboro 1950’s - The Marlboro Man Rebranding post-WW2 Tough, no nonsense Farming, cattle ranching, Navy Tattooed, scarred, strong Most Popular Brand in US Message on the Box Cigarettes for the Youth “Plain” Packaging Package Warnings in the US