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MARKETING MADE THE CIGARETTE

How Marketing Made The Cigarette Cool

There was a time when smoking a cigarette was the ultimate symbol of “cool”. From the silver screen to magazine ads, cigarettes were woven into the fabric of everyday life. They represented rebellion, sophistication, and freedom. But this wasn’t by accident—far from it. The rise of cigarettes as cultural icons was the result of one of the most successful, and arguably sinister, marketing campaigns of the 20th century.

The Origins: Cigarettes Were For Everyone...Except Women

Cigarettes first gained popularity in the late 19th century, largely among men. By the early 1900s, cigarette consumption in the U.S. skyrocketed from 54 cigarettes per person in 1900 to 4,000 by 1963. But the surge in popularity didn't happen organically—it was carefully engineered.

One early barrier? Women. Social norms dictated that "respectable" women didn't smoke in public, and the tobacco industry knew it was missing out on half of the potential market. Enter Edward Bernays, often dubbed the "father of public relations."

In the 1920s, Bernays orchestrated a brilliant PR stunt to make cigarettes more acceptable for women. He arranged for a group of women to march in the 1929 Easter Parade in New York City while smoking what he called “torches of freedom.” The media ate it up. With a single event, Bernays had linked smoking to women’s independence and modernity—a shift that saw cigarette sales among women soar.

Hollywood: Cigarettes and the Silver Screen

By the 1930s, the tobacco industry had found another powerful ally: Hollywood. Movie stars were paid to smoke on-screen, glamorizing the act in front of millions of adoring fans. Films became a major platform for normalizing cigarette use, and some of the biggest stars of the era, like Clark Gable, Bette Davis, and James Dean, were often seen puffing away.

Key Fact: In 1946, over 75% of Hollywood movies showed actors smoking, making it an inseparable part of popular culture.

One of the most famous cinematic moments is Humphrey Bogart lighting up a cigarette in Casablanca. It wasn’t just a prop—it was a symbol. Bogart's cigarette represented cool detachment, mystery, and rugged masculinity. The cigarette industry was quick to take advantage of these connections, and brands like Lucky Strike and Camel often sponsored movies or provided products for free in exchange for screen time.

The marketing tactic was simple but effective: people wanted to be like their heroes, and their heroes smoked.

The Birth of the Cowboy: Marlboro Man and Masculinity

As the mid-20th century rolled in, the tobacco industry faced a growing dilemma. Scientific studies were beginning to link smoking with serious health problems. But rather than back down, cigarette companies doubled down on their marketing, particularly focusing on the connection between cigarettes and masculinity.

Enter the Marlboro Man.

Originally, Marlboro was marketed as a cigarette for women with the slogan, "Mild as May." But in 1954, Marlboro’s advertising agency made a bold pivot. The new campaign centered around rugged, outdoor masculinity, epitomized by the image of a lone cowboy on the frontier. The Marlboro Man wasn't just selling cigarettes—he was selling freedom, adventure, and an unapologetic sense of toughness.

This campaign was a massive success. Marlboro's sales jumped 3,241% within the first eight months of the campaign. The cowboy image became one of the most iconic advertisements of all time, and Marlboro became the best-selling cigarette brand in the world.

Marketing to the Next Generation: Targeting Teens

Even as the dangers of smoking became more widely known, tobacco companies continued to innovate in their marketing tactics, targeting an even younger audience: teenagers.

One internal tobacco industry memo from the 1970s chillingly stated, “Today’s teenager is tomorrow’s potential regular customer, and the overwhelming majority of smokers first begin to smoke while in their teens.”

Cigarette brands like Camel rolled out cartoon mascots like Joe Camel to make smoking more appealing to a younger, impressionable audience. Launched in 1987, the Joe Camel campaign was designed to make the brand look cool, fun, and rebellious—qualities that resonate with teenagers. By the early 1990s, 33% of children aged 3-6 recognized Joe Camel as easily as they recognized Mickey Mouse. Not surprisingly, Camel’s share of the under-18 cigarette market surged, with teen sales jumping from 0.5% in 1987 to 32.8% in 1993.

The tobacco industry’s goal was clear: hook kids early, and create lifelong smokers.

Women’s Liberation and Virginia Slims

While men were being sold the Marlboro cowboy, cigarette companies took a different tack with women in the 1960s and 1970s. This was the era of women’s liberation, and tobacco companies were quick to align smoking with feminist values.

One of the most successful campaigns was for Virginia Slims, a brand launched in 1968 specifically for women. Its slogan, “You’ve come a long way, baby,” was a nod to the growing empowerment of women. The marketing suggested that smoking Virginia Slims was an act of independence and self-expression, just like wearing miniskirts or demanding equal pay.

Virginia Slims ads often featured women dressed in trendy clothes, laughing, and looking confidently into the camera. The message was clear: cigarettes were not only a symbol of progress but also a tool of self-definition for the modern woman.

By 1973, women smoked 29% of all cigarettes sold in the U.S., up from just 5% at the turn of the century. Virginia Slims quickly became one of the most popular brands among female smokers.

The Backlash: Cracks in the Cool Facade

By the 1980s, the tide started to turn. Medical evidence of the harmful effects of smoking became impossible to ignore. Anti-smoking campaigns and stricter regulations began to chip away at the image of cigarettes as “cool.” In 1964, the U.S. Surgeon General’s report officially linked smoking to lung cancer and heart disease, sparking the beginning of a nationwide effort to educate the public on the dangers of smoking.

By the late 1990s, the Master Settlement Agreement required tobacco companies to pay billions in fines and restrict certain types of advertising, especially targeting children. Joe Camel was retired in 1997, and cigarette ads were banned from TV and radio.

Today, smoking rates have dropped significantly. In 1965, 42% of U.S. adults smoked. By 2021, that number had fallen to 12.5%. While smoking is no longer seen as the epitome of cool, the legacy of tobacco’s marketing machine is still felt, especially as vaping and e-cigarettes take a page from the cigarette industry’s playbook.

Final Thoughts: A Cautionary Tale

The marketing strategies that made cigarettes cool in the 20th century were nothing short of brilliant—yet devastating. Through clever advertising, psychological manipulation, and a careful understanding of cultural trends, the tobacco industry was able to convince millions of people to smoke, even as evidence of its dangers grew.

This is a cautionary tale for our times, showing just how powerful marketing can be in shaping societal norms and consumer behavior. While cigarettes have largely lost their "cool" factor, the impact of those campaigns lives on. It’s a reminder that what’s popular isn’t always what’s best—and sometimes, it's all just smoke and mirrors.

Hope you found this useful, see you soon 🫡