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"Cross Border Advertising King" Marlboro: The Secret Of Brand Communication

2010/11/6 16:00:00 261

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Marlboro Subliminal Marketing Advertising "Cowboy" Advertising Image

Walking in endless busy streets and streets, traffic flows continuously.

If someone suddenly asks you, what brand is the car that just passed by you, what color the window glass is, what kind of body it is like, these questions are thrown over at once, believing that most people are hard to answer.

But if you find a car that you want to buy that brand or that brand, you will pay special attention to it.

In fact, this is how the subconscious mind acts.

This subconsciousness is likely to come from many advertisements related to cars, including TV advertisements, radio advertisements, newspaper advertisements, and Internet advertisements.

When you have purchase demand, this subconscious will come very strong. If this subconscious can be used rationally, it will even affect your willingness to buy a brand.

This is because in the subconscious mind of the brain, we have been influenced by these visual information, auditory information or other sensory information, so that we can have positive associations with some brands, thus affecting our willingness to buy these brands.

Marlboro

"Subconscious marketing advertising"

　

Subliminal marketing

Enterprises can convey some subconscious information to achieve a positive association of a brand. These positive associations can attract people to buy this brand.

Subconscious information includes visual information, auditory information or other sensory information, and is not easily perceived by people.

Under the circumstances, subconscious information is a signal or information hidden in other media.

It is called subconscious marketing to gain better marketing results through the pmission of some subconscious information.

Nowadays, with the increasingly Limited dissemination of tobacco brands, many strong foreign brands have begun to study subconscious marketing and have conveyed subconscious information to brands through certain marketing activities.

Such as "Marlboro", "Camel", "healthy brand" and so on, especially "

Marlboro

"One of the most famous brands in the world is very proficient in subconscious marketing.

Subliminal marketing of Marlboro

When you see a rough cowboy riding a galloping horse in the vast American prairie, what do you think of it? When you go to the F1 stadium and see a red Ferrari racing at full speed, what do you think of it? When you are in a bar, you can see a red sofa, a red cushion, a red dress, a red wall, and a red ashtray.

What do you think of it? I believe many consumers will associate the brand of Marlboro.

In fact, this is how people are influenced by all kinds of advertising or marketing activities of Marlboro.

As one of the most famous brands in the world, many advertising and marketing activities of Marlboro have deepened consumers' understanding of the "Marlboro" brand before the ban on tobacco advertising. Even without the "brand name" of Marlboro, consumers can easily recognize the brand of "Marlboro".

This way of communication is not restricted by the ban on tobacco advertising, because this way of communication does not appear to have any tobacco related elements. It avoids the restriction of tobacco advertising prohibition very well.

"Marlboro" and "cowboy"

"A man with deep eyes, rough skin, and a rough, heroic and heroic spirit all over the body, his sleeves rolled up high, revealing his hairy arms. His fingers are always carrying a smoky" Marlboro "cigarette, galloping across a vast and prairie horse in the vast grassland of the western United States.

This is the classic "cowboy" advertising image created by Leo Bernar for "Marlboro". It successfully created a hard and Clank American cowboy image for the "Marlboro". No matter the heroic appearance of the western cowboy or the form of sitting on the horse, it shows the masculine beauty of man's Han.

The success of "Marlboro" advertisement lies in the "Marlboro".

"Cowboy" advertising image

Consistent and decades of unchanged advertising performance.

The characters used in Marlboro advertisements are selected as cowboys with backgrounds and prototypes in the western United States.

Although Marlboro has used several masculine heroes, such as pilots, firemen, pelagic fishermen, and so on, "Marlboro" soon put aside these images and used cowboys to continue to this day.

The most admirable advertising activity of "Marlboro" is that the "cowboy" model has lasted for a long time, and the brand impression has been deeply rooted in the hearts of the people.

The image of "Marlboro" and its "cowboy" has become an integral whole.

Since the theme creation of "Marlboro" marked "cowboy" in 1954, the basic design has never been changed, but in different countries, the elements of advertising screen are somewhat different.

Like the close-up of cowboys, some are smoked, some are not smoked, some are matches, others are lighter.

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Marlboro sports car advertisement

"Marlboro" and "racing car"

Since 1970s, "Marlboro" has been sponsoring F1 racing.

BRM team, Frank Williams's ISO team, McLaren team, Ferrari team...

All these are sponsored by Marlboro.

In the late 1970s, the Marlboro logo began to appear on the Ferrari racing car. At first, "Marlboro" was just a very small advertisement sign. With the increasing of sponsorship funds, the area of "Marlboro logo" became larger and larger.

In the middle of 1990s, the contract between Marlboro and McLaren was terminated. "Marlboro" invested all the sponsoring funds into Ferrari.

From 1999 to 2004, "Marlboro" was accompanied by King Schumacher and Ferrari, which monopolized almost all the honors of the F1 car arena at that time. Schumacher won the annual personal championship, while the Ferrari team won the annual team championship. The "Marlboro logo" has attracted great attention all over the world, and has become a sparkling "scenery line" of F1 racing and racing field. Five.

In 2007 and 2008, "Marlboro" was once again accompanied by Ferrari's two team championship.

However, as countries promulgated the ban on tobacco advertising, more and more multinational tobacco brands were forced to bid farewell to the F1 sports event.

In 2008, Ferrari F1, the only vehicle to maintain cooperation with tobacco companies, announced that it would remove cigarette advertisements from the racing car in future matches.

But will "Marlboro" end with the F1 car race? Is there any relationship between "Marlboro" and the red Ferrari racing? Of course not! When consumers see red Ferrari racing racing on the F1 arena, when consumers see Ferrari racing drivers or staff wearing red racing suits, when consumers see the "barcode" logo on the red Ferrari racing car...

Consumers can still easily associate the brand of Marlboro, associated with the passion, vitality and strength of Marlboro.

"Marlboro" has built up a "F1" relationship with F1 racing team and Ferrari team in the eyes of the global consumers for more than thirty years. It has established a relationship with F1 racing team and Ferrari team in the eyes of global consumers. It also influenced consumers' brains through subliminal information, so that consumers can have positive associations with "Marlboro". These positive associations can even affect consumers' desire to buy "Marlboro" brand.

"Marlboro" and "bar"

In the United States, the "Marlboro" brand owners cooperate with some bar owners to provide some financial support to the bar owners, provided that the bar decoration is consistent with the Marlboro brand style.

When consumers come to these bars, they can see a red sofa, a red cushion, a red dress, a red wall, and an ashtray.

All these are deliberately created by Marlboro. The intention is to expand the exposure rate of "Marlboro" brand and to influence consumers in a subtle way.

Here, you do not deliberately mention the brand name of Marlboro, nor do you deliberately label the "Marlboro" brand logo. You only need to play an advertisement reflecting "wild west" on the TV in the bar, which will remind you of the brand of "Marlboro", and even make you can't help but come to a "Marlboro" cigarette.

Marlboro brand owners will devote a large part of their marketing budgets to activities related to subconscious marketing every year, such as advertising related to cowboys, marketing related to "racing car", and layout related to "bars". Even "Marlboro" has introduced a series of outdoor cowboy costumes closely related to jeans, watches, hats, scarves, boots, vests, jackets, jeans and so on. These outdoor cowboy costumes can remind consumers to "Marlboro" cowboy advertising image and associate with "Marlboro" brand.

Nowadays, under the increasingly severe tobacco control environment, the domestic tobacco brands may learn some marketing experience from the strong brand of "Marlboro" brand to see how they survive under the tobacco control environment and how to spread it under the tobacco control environment so that they can better carry out brand communication in the future.