“Marlboro Sky brings out the cowboy in all of us in the most romantic sense & blazes new trails with technology”
I HAVE HAD ENOUGH OF THIS COWBOY BULL
The directive for this week is Point of View, so let me bring a new perspective that Marlboro seriously needs to consider.
What image do you get when you think of a cowboy?
An older white man just slinging back whiskey while chain smoking; he prefers the simple life and has a horrible condition where instead of making appropriate eye contact he instead squints his eyes as if passing judgement. (Clint Eastwood suffers from this condition).
Whats wrong with that image?
It is 2013, get a grip. Stop using this image of a white male to push a product that can be equally used by all races and genders. Not to mention, nowadays most authentic “cowboys” belong to the Tea Party and would find the Marlboro Sky e-cigarette to be a frivolous item. They would probably ask you in a Hank Hill voice why “regular cigarettes ain’t good enough for ya, I tell ya h’wut!” and real cowboys would probably be weirded out by the fact that you have to charge your cigarette. This would lead to cursing technology and blaming it on things such as socialism, gays, women, and Satan.
But who will buy these cigarettes besides “the cowboy”?
I know for a fact that cigarette smoking is a habit that can be found amongst men & women of any color and any sexual orientation. The gay community holds a rather large amount of territory in the smoker population; out of all the gay males and females I know, a majority of them smoke some kind of blend of Marlboro’s.
In a post I put up earlier I mentioned how the most famous smokers in popular culture are women. I mentioned Sarah Jessica Parker, who in real life smokes Marlboro Reds but her character Carrie Bradshaw, from Sex and the City, chain smokes Marlboro lights. Hell hath no fury like a woman scorned…and hell hath no fury like a woman who needs a cigarette (especially if it’s that time of the month, let’s be realistic here).
Our President Barack Obama just recently quit smoking. He is seen smoking on and off at times though. What brand does he smoke?…
During a 2004 interview with the Chicago Tribune Obama admitted to smoking the classic reds.
Now if you ask me, that is pretty American. Not only is he our President, but he is of mixed ethnic backgrounds and that is a better sell than an old wrinkled white cowboy standing in a field of cow manure.
Where do we go from here?
Yes, the cowboy is a classic American thing & it definitely has its roots with the brand but I do not feel like the cowboy or his “cool little brother” is the best direction to go in. The key is to keep that whole Americana feeling of the cowboy without using the actual cowboy.
We need to associate Marlboro with that classic familiar feel while slowly introducing this new electronic product. We need to show Marlboro Sky cigarettes are for people of a specific life-style, people who can afford this lifestyle. We need to realize that our economy has not been at it’s best, and trying to push this product to everybody may not be the best selling point.
We need to stick to those who can afford it, and we need to stick to diversity.
How can we sell the product without stereotyping?
In order to avoid situations of stereotyping we need to make sure that if we are going to show men and women in our advertisements, they need to be of all colors of the world. I know this is an American brand but there is a difference between America and ‘Merica…
See the difference? One is bigoted and the other is not and it recognizes that this country is overflowing with colorful backgrounds.
Most advertisements need to focus on the lifestyle, and not have a specific character to go with it. Instead of showing the cowboy show somebody packing to go on a trip and underneath have some kind of tag line about not forgetting your cigarettes.
This image above is a sort of loose example of what we would be going for. We show a female with a suitcase, but we don’t really see her face and the perspective of this image is not about her…it is about the sky and the location where she is in. It makes you wonder where she is going and then it reminds you of where you have and have not been.
Anybody of any race and gender can go on a trip, whether it be business or vacation, gone for a month or for only a weekend. By removing the specific image of a specific person and just giving an image of a life event then the doors open to an audience that can relate to Marlboro Sky and see themselves using this product.