8. The Golden Era

The Marlboro Sky e-cigarette

Here we have what I would like the Marlboro Sky e-cigarette to look like. A little excessive? I think not, but then again, I love James Bond movies so it makes more sense to me. I just really feel like this cigarette needs to look pseudo-futuristic yet elegant at the same time.

But to be quite honest my real inspiration was not a Bond film!
I was actually inspired by the film Gattaca.

Buick Riviera, from a scene in Gattica

This film takes place in the future, yet a lot of the vehicles, clothing & house decorations look almost like they came out of the 50’s, 60’s and 70’s. The image above is a scene from the film and it features a Buick Riviera.
Director Andrew Niccol chose to use old cars instead of design new ones; reason being that he wanted to avoid sci-fi “futuristic” stereotypes. So instead of having floating cars and space suits, Niccol and a team of designers altered a few classic cars by adding extra wing-tips & had the film’s characters dress in styles that would have been worn in the 60’s.
These aesthetic choices helped make this futuristic world of Gattace a lot more tangible; the audience could relate to the characters more because they were using familiar objects.

My point here is to have our clients realize that this the Marlboro Sky e-cigarette is some-what of a futuristic item, but also remind them that it is still from the classic, familiar & old brand that is Marlboro.
It is clear that when you are looking at this Marlboro Sky e-cigarette that it is, well, simply a cigarette.
The use of gold and the bright shade of blue kick it up a notch and lend the item some novelty without pushing our clients outside of their comfort zone.

7. Cocktail of the week: Here’s looking at you kid

Once a week I will come up with a cocktail in honor of a famous cigarette smoker. I have mentioned in my earlier posts that my intention is to create a sort of lifestyle that is associated with the Marlboro Sky brand. We want America to know that this is a completely new & different cigarette, but you can still depend on Marlboro like you always have been. My goal is to balance classic elements of Americana lifestyle and associate them with the new modern Marlboro Sky brand. So here we go…

This week’s honorary smoker is Humphrey Bogart & his drink will be called The Bogart

If you look to the left of your screen you will see an image of Humphrey smoking. Bogart not only was a legendary actor, he was also a legendary smoker. He helped create the archetypal image of a “smoker,” he was strong, calm, serious, collected, and handsome. He also was a legendary fan of alcohol. One New York City bar owner let Bogie leave his tab open for 18-months; that is how often he frequented the place. Enough random facts, now on to the good stuff.

How to make “The Bogart”
you will need…
– bourbon of your choice
– a bottle of Cointreau
– lemon juice
– ice

Take 2 oz. of the bourbon of your choice and pour them into a cocktail shaker. In this case we chose Evan Williams because it’s notes are sweeter and will compliment our next ingredient, Cointreau. Take 1 & 1/2 oz. of Cointreau and pour it into the shaker as well.

Then take a lemon and slice it in half, juice one half of the lemon and pour it into the shaker along with the other ingredients. You can choose to leave the lemon pulp out if you’d like but I prefer to keep it in the recipe since it adds a nice texture to the drink.
After adding all ingredients, shake vigorously and then serve over shaved ice.

Take a slice out of the other half of the lemon and place it on the rim and there you go…

The Bogart is the perfect summer drink to have. Put in your favorite Bogie movie and grab your pack of Marlboro Sky, because nothing goes better with The Bogart than a cool drag from your favorite cigarette.

6. Why do we keep using masculine pronouns?

Archetype
when you look this word up in the dictionary it is defined in two main ways…
the perfect or typical specimen
or
a constantly recurring symbol or motif in literature, painting, etc.

So I began to brainstorm and think of all the most infamous smokers in popular culture; I began to think of all the “perfect” cigarette smokers. To be frank, a lot of these archetypal cigarette smokers were women. For years fashion models have been chain smoking their lives away alongside actresses. Women play a vital role in the world of cigarette-culture as much as men have. For every male celebrity that smokes cigarettes there is a female celebrity that smokes cigarettes.

So why do we keep referring to Marlboro Sky as Marlboro’s “cool & hip little brother“?

My approach would be to change this attitude; that the cigarette does not just belong to a “he” and make sure we understand that “she” can smoke it as well. There are so many women in popular culture that are almost defined by their smoking habit.


Most famous would be Carrie Bradshaw, played by Sarah Jessica Parker, from Sex and the City. In one episode Bradshaw goes to vacation in Los Angeles only to discover that unlike New York, Los Angeles is not a smoker friendly city. At one point she becomes desperate to smoke a cigarette that she disregards the no-smoking rule and lights one up on the balcony of her non-smoking hotel. As she is cooling her heels and taking a drag a random man who was staying in the floor above yells “This floor is non-smoking!” and she politely responds with “I have an addiction, Sir!”

One could argue that Carrie Bradshaw is not a good example because she is a character from a television series, what about real life?


Kate Moss is rarely seen not smoking, she is always photographed with a cigarette in-hand. This supermodel is notorious for her hazy habit, but she isn’t the only one who smokes. All models around the world chain smoke like crazy and the joke used to be that a model’s diet consisted only of cigarettes & champagne. As a model myself, from experience, the newer models don’t really smoke at all but models who have been working for a long time have picked up the habit from older models. It is like an heirloom, and the honor of smoking keeps getting carried down from one generation of models to another generation of models. It is an easy way for cigarette companies, like Marlboro, to nonchalantly place themselves in fashion magazines. Almost all candid paparazzi photos of models show them smoking. Now imagine if we placed a Marlboro Sky cigarette in the hands of supermodels like Kate Moss, Natalia Vodianova or Jessica Stam?

Not to mention, smoking for women used to imply a sense of class.


Thanks to programs like D.A.R.E. and all the anti-smoking commercials, cigarettes are seen as a trashy accessory. Old Hollywood actresses would smoke cigarettes because smoking was a “thing” of their generation, it was before all these laws began to regulate the appearance of smoking on screen and in commercials. So my approach would be to bring back this sense of classiness by show-casing this cigarette as a feminine tool as well. This is not the typical cigarette you see anti-smoking commercials bashing, this cigarette is electronic & carries less toxins. So women can return to their glamorous ways before all the pesky regulations got in the way.

We must not restrict ourselves because we may have an even better time selling the Marlboro Sky cigarette to women who are the CEO’s of their own company or to Mom’s who are trying to quit as opposed to hipster boys.