Unselling the cigarette: reversing the old message, ad agencies switch sides

Article Abstract:

The advertising world is experiencing a dramatic shift in its relation to the tobacco industry as agencies are increasingly taking on clients from the anti-smoking movement. Whereas advertising agencies had once sought out tobacco company accounts as a cornerstone of their business, many are now jumping to the other side and engaging in the process of "unselling" cigarettes. They are handling accounts involving state-sponsored public service campaigns as well as those involving specific anti-smoking products such as Nicotrol and Nicorette. Additionally, a number of agencies are competing for an account with the American Legacy Foundation, which will manage a national anti-smoking campaign to be financed by money from a major settlement between the tobacco industry and numerous state attorneys general.

Strategy & planning, TOBACCO PRODUCTS, Tobacco Manufacturing, Management, Antismoking movement

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A retrospective issue offers grist for debate over slogans: how much credit for the Marlboro Man?

Article Abstract:

Advertising Age's selection of Philip Morris Cos.' Marlboro Man as the most successful advertising icon of this century has created controversy among both advertisers and antismoking groups. Leo Burnett Co. originated the image of the smoking cowboy set against the backdrop of the U.S. west. Marlboro has since become the world's most popular cigarette brand. Antismoking groups point to research showing 60 percent of underage smokers smoking Marlboro, and question the virtue of giving further recognition to a product whose harmful effect on the health of its consumers is well documented. The magazine also ranked the Marlboro campaign third out of 100, and its creator, Leo Burnett, third on the list of 100 top advertising people.

Campaigns, Advertising, Periodical Publishers, Periodicals, Cigarettes, Cigarette Manufacturing, Business & Trade Publications, Marketing, Column, Periodical publishing, Philip Morris Inc., Leo Burnett Company Inc., Professional journals, Trade journals

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