Marlboro marketing 101 for regulated industries (including healthcare)

Marketing and communication insights


According to CNN, Marlboro is the 7th most valuable global brand. This is remarkable given the increasing regulation and negativity the tobacco industry attracts. However, it also highlights the inspired, creative and thought-provoking marketing activities undertaken by the company. Regardless of how you feel about the ethics of promoting cigarettes there’s lessons that all marketing and communication professionals can take from Marlboro. These are particularly relevant to those in highly regulated environments such as energy, food and healthcare.    

Let’s start by understanding our associations with the brand. Depending on your age, this will likely be a cowboy and the iconic red and white logo. If you live in the UK this demonstrates how sensational the marketing machine at Marlboro really is. Why? Because the adverts with the cowboy in appeared very little in the UK and that was back in the 1970s. The cowboy ads were banned well…

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