In the Escape from the commonplace campaign, the brand highlighted its taste and (alleged) mildness through imagery of global landmarks and the line Enjoy something different. Coinciding with this, the brand also used its healthier positioning in a campaign with the slogan: Yes, you need never feel over-smoked that's the miracle of Marlboro!, targeting parents through children
The chance for learners and trainees to get involved, Yingst said, helps to mold the next generation of tobacco regulatory science researchers
Smithsonian Magazine December 2018
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Hyland A, Li Q, Bauer JE, Giovino GA, Steger C, Cummings M