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A cigarette brand was dying. A cowboy made it legendary. Marlboro wasn't winning with a better product. It won with a better story. When everyone talked about filters and safety, Leo Burnett Marlboro Smooth 100 Box Cigarettes Carton albertsons A brand didn't just change its audience it changed perception forever. Marlboro wasn't always the rugged cowboy symbol we know today. It started as a cigarette for women, positioned around elegance and 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 In a surprising move, Marlboro has reportedly introduced its first ever nicotine free cigarette. This new product supposedly gives consumers the familiar physical ritual of smoking, but without the addictive chemical that usually drives

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