When Marlboro was introduced in 1924, it was marketed as a woman's cigarette, an impression that was reinforced in 1950s when the brand added filter tips. (You can't see it in the photo, but I presume there's a lipstick-stained Marlboro dangling from a corner of the model's mouth as she fusses with her hair ribbon) Everything changed in 1954, when Chicago advertising genius Leo Burnett persuaded insecure male smokers to try filtered cigarettes by way of the Marlboro Man, the World's Fourth Most Famous Cowboy, after Tom Mix, Roy Rogers, and that guy from the Village People. And within months, Marlboro went from a marginal brand to a carcinogenic juggernaut, although I think they could have moved even more coffin nails if they'd split the difference, and run ads featuring their rugged cowpoke posing topless in a ruffled tap pant.
Or am I the only one who wants to see that?
"Come on -- let's have a 'COKE'!"
I said okay."
"Let's have a 'COKE!'"
"Why are you making air quotes when you say 'Coke'?"