The Hero of the "Legendary" Strategy That Saved Marlboro from Bankruptcy: Who is the Marlboro Man?
Behind Marlboro's success is an advertising strategy developed by Leo Burnett. The Marlboro brand, which has only 1% of the cigarette market in the USA, became the biggest cigarette seller in the country and the world, with sales increasing 10-fold by 1972 after its restructuring in 1955.