Archive for the ‘marlboro’ Tag

Marlboro persists with Maybe campaign

2014-07-15 14.27.16Marlboro seems to be capitalising on cleaner packaging design. It started in the summer with the “Red is here” announcement (left).

This has now migrated to the “Don’t be a Maybe” campaign which has a new impetus with the “I changed the Game” man. Which game, we might ask? It looks like some sort of desert endurance. The brand is global, so there must be easier ways of getting a fix. A shop, perhaps!

DSCF0762With the new packaging, clearly, endurance man is not always necessary. It is enough to push for more nicotine, tar, carcinogens and cold outdoor shelters (if you are lucky) outside pubs, offices and hospital waiting rooms.

DSCF0759

Marlboro ‘relaunch’; Lucky Strike in a tin

download_20140710_111039[1]These are heady times in cigarette advertising campaigns in Germany. I assume this has something to do with the World Cup with its healthy lifestyle promotion of beer, fast food and lethal nicotine dispensers. Clearly, Marlboro has been conceding ground to Lucky Strike on the ‘all American-ness front (see posts under this tag). So, the advertising agencies suggest a relaunch. And here it is, ‘Red’.

It is true that cigarette boxes have always been wonderfully designed, fit-for-purpose, artefacts. Beautifully engineered. I have always found smoking to be pretty repulsive, but the boxes have consistently fascinated me. Largely unchanged for decades. The clean design here is seductive. That I can see. The pinnacle, as I understand it, is when the actual brand does not need to be spelled out.download_20140703_193114[1]

As reported earlier, Lucky Strike has been promoting previous times before technology when people met and talked over a cigarette. I have reported elsewhere how Lucky Strike’s characters are now into books rather than social networks. Here is another one (right). Pure unadulterated manhood.

download_20140710_111048[1]But to add a certain confusion, here is the latest. “Luckies kann man nicht selber machen” [one cannot make Luckies by oneself]. When applying the strike-through magic, it becomes “Luckies selber machen” [make your own Luckies]. At first, it looked like a tin of tobacco soup. I realised that was stupid. Actually, it is Lucky Strike going into roll-ups. In a tin. Collectable and beautifully engineered, but let us see how a Lucky Strike roll-up goes down. Watch this space.

 

Lucky Strike out Marlboros Marlboro

DSCF0504Since Marlboro’s controversial Maybe campaign (various examples on this blog), Marlboro has been pursuing a “without additives” approach. Dull if nothing else. Meanwhile Marlboro’s traditional territory, men in farming landscape with cigarettes, seems to have been reoccupied by Lucky Strike. Lucky Strike is still perfecting its strike-through approach (left). So we go from the main point of everything being right (Hauptsache-recht), to everything being real (echt), including the lung cancer. DSCF0505

To save on budget, as I imagine these fantastically clever strike-through slogans must cost a fortune to compose, they are using them twice (right).

DSCF0502Poor old Marlboro. But wait a minute, there is now a fight back (left). It is the Marlboro Frau wearing the lumberjack shirt, in a vehicle in the countryside with added no additives. Take me to the tobacconist.

Onward Marlboro Maybe

MaybeJan13The Maybe campaign goes on. New for 2013 is the poster on the left. In Marlboro Country, no doubt, the occupants of a car on the freeway gesture. I had to look up what the gesture actually means. It is called the Corna and seemingly has modern satanic origins; though in this poster it is more likely to mean “rock on”. If seen at a football match it may be an unpleasant gesture to the referee.

Suffice to say, the occupants of this vehicle are not ‘maybe’ers’. They know what they are about. Maybe.

Hand gesture info from http://www.languagetrainers.co.uk