Labels:text | screenshot | font | black and white OCR: A highpoint in the history of manipulation Though we know it as the he-man of cigarettes, once it was a sissy smoke. When the Marlboro brand was first sold in the twenties and thirties with the slogan "Mild as May" and a flaming red tip, it was perceived as (duh!) a femmy cigarette. No real man would touch the things and, in the prefeminist era, a female-only market was considered inadequate. So, in 1954, Phillip Morris hired ad man Leo Burnett to save this loser brand. His solution: an injection of full-strength testosterone. A bold new box. Cancer-resistant cowboys. Later, the mythical Marlboro region, where lonely Marlboro men do nothing except squint at cattle and smoke. Cool! Alienation! Both sexes totally fell for it, and the red-and-white box became a global king. Today, we do have "Marlboro Extra Lights," which is a tacit way to say, "Marlboros For Her But She Gets To Keep The Horse."
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