As a smoker in Australia, my choice of cigarette brand has always been Marlboro. From the bold red packaging to the iconic cowboy advertisements, Marlboro cigarettes have become a symbol of ruggedness and masculinity. However, in recent years, the perception of Marlboro and cigarettes in general has shifted drastically. In this article, I will dive into the history and impact of Marlboro cigarettes, while also discussing the current state of the cigarette industry in Australia.
The story of Marlboro cigarettes began in 1847 when Philip Morris opened a tobacco shop in London, England. The brand was initially aimed at women and advertised as a “Mild As May” option. However, in the 1950s, Philip Morris decided to rebrand Marlboro as a cigarette for men. They introduced the iconic red and white packaging with the famous slogan “Come to where the flavor is. Come to Marlboro Country” and an image of a rugged cowboy. The marketing strategy was a huge success and Marlboro became the best-selling cigarette in the world.
In the 1960s and 1970s, Marlboro’s popularity continued to rise, especially among young adults. The image of the cowboy, representing freedom and adventure, resonated with the rebellious spirit of the era. However, in the 1980s, the perception of cigarettes began to change due to the growing awareness of the health risks associated with smoking. The link between smoking and lung cancer was established, and tobacco companies faced lawsuits and increasing regulations. Marlboro’s marketing strategy had to adapt to these changes, and they introduced the famous “Marlboro Man with the Marlboro Music” campaign, shifting the focus from the rugged cowboy to the music and lifestyle associated with smoking.
Today, Marlboro remains one of the most popular cigarette brands in Australia, but its image has changed significantly from its inception. The once masculine and rebellious brand is now associated with health risks and addiction. In Australia, smoking is banned in all enclosed public spaces and advertising of tobacco products is heavily restricted. This has had a significant impact on the cigarette industry, including Marlboro. In addition to the advertising restrictions, the Australian government also heavily taxes cigarettes as a deterrent to smoking. A pack of Marlboro cigarettes in Australia can cost anywhere from $25 to $50, depending on the state.
Despite these restrictions and high costs, Marlboro and other cigarette brands continue to attract smokers. The addictive nature of nicotine and the rituals associated with smoking make it a difficult habit to quit. In Australia, smoking rates have been steadily declining, especially among younger generations. However, there is still a significant number of people who smoke, and cigarette companies continue to find ways to appeal to this market.
One way Marlboro has adapted to the changing landscape is by introducing new products, such as e-cigarettes and heated tobacco devices. These products are marketed as “safer” alternatives to traditional cigarettes, but the long-term effects are still not fully understood. The sale of these products is also heavily regulated in Australia, but they are gaining popularity globally.
In addition to the health risks associated with smoking, there is also growing awareness of the environmental impact of cigarette butts. According to the World Health Organization, cigarette butts make up the majority of litter on beaches and roadsides, and the chemicals in the filters can leach into the soil and water. As a response to this issue, Philip Morris International, the parent company of Marlboro, has announced its goal to create a “smoke-free future.” They have invested billions of dollars in researching and developing smoke-free alternatives, and their goal is to have at least 40% of their revenue coming from these products by 2025.
In conclusion, Marlboro cigarettes have a long and complex history, from its initial target audience of women to the iconic cowboy advertisements that made it one of the best-selling brands in the world. In Australia, smoking and cigarette brands like Marlboro have faced numerous challenges and changes in the past few decades, including health concerns, regulations, and the rise of smoke-free alternatives. As a smoker in Australia, I am aware of the health risks associated with smoking and the changing perception of cigarettes in society. However, the addictive nature of nicotine and the rituals associated with smoking make it a difficult habit to quit. While I am aware of the environmental impact of cigarette butts, I also believe that it is the responsibility of not just the cigarette companies, but also the government and society as a whole, to address this issue. In the end, the choice to smoke or not lies with the individual, and as long as people continue to smoke, brands like Marlboro will continue to have a market. Marlboro cigarettes may no longer represent the rugged persona it once did, but it remains a popular choice among smokers in Australia.