Marlboro in Suffolk County | Suffolk County


In 2011, in Germany, Philip Morris International (PMI) launched a new mass media campaign to promote their re-vamped Marlboro brand. In 2012, PMI commented to investors that “Innovation is not only about launching new products. Importantly, it is also about thinking differently and innovating in the way we market our brands to adult smokers and trade partners.‘Marlboro Country’ and the synonymous Marlboro cowboy were replaced with a different approach. According to PMI, the new campaign was targeted at 18-24 year olds and centred around principles of inspiration and decisiveness, where the young are told ‘Don’t be a Maybe. Be Marlboro.

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