Marketing Lessons from Cigarette Companies
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Smoking has fallen out of favour in recent times, and in many countries tobacco companies are no longer even allowed to advertise. But it wasn’t always that way — once upon a time, they were the masters of marketing and if you’re in business — and particularly in marketing — there’s a lot to learn from them.
As a first point of consideration, cigarettes range from ‘budget’ to ‘premium’, yet most people would say they’re exactly the same thing.
So you’ve got a multitude of companies all releasing exactly the same product. As a manufacturer, how would you not tear your hair out at that? Perhaps some did. But those that thrived did incredibly well, and in this post, we’re going to identify just a few of the things that we can learn from.
Messaging
“Wherever particular people congregate” — Pall Mall
“Welcome to Flavour Country” — Marlboro
“It’s Toasted” — Lucky Strike
If you’re younger than a certain age or never been a smoker, you may not be aware that cigarette brands utilised different tagline to differentiate themselves. Marlboro’s is the most famous, but take a look at Pall Mall’s. Instantly, it cultivates a sense of exclusivity. To smoke Pall Mall, you were aligning yourself with a certain type of people.
“It’s Toasted” helped to pull Lucky Strike from a slump to amongst the leaders in sales. And it came from a throwaway line that essentially said “the heat used when producing cigarettes basically means we’re cooking them.” This was true of all brands. Notice they don’t say “ only ours are toasted.” It’s an example of highlighting something common amongst all brands, but by being the only one to say it, you make the public assume it’s unique to you.
Pivoting
In 2018, Marlboro had more than 43% of the market — more than the next 10 cigarette brands combined. Famed for its manly adverts of a cowboy in the expansive West, these became brand of cigarettes and were almost always the brand you’d see in films with product placement. So successful was that campaign, they were later dubbed “cowboy killers”.
