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You think flavor went up in smoke with filters? Try Marlboro. How Marlboro Sold an Identity, Not a Cigarette In 1954, Marlboro was a struggling cigarette brand with just 0.25% market share. Most people saw it as a women's cigarette. Then Leo Burnett Marlboro Tobacco Reporter Medium Marlboro's story is one of the most remarkable brand transformations in marketing history. Originally launched as a cigarette targeted toward women, Marlboro struggled to gain traction and held only a tiny share

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