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While dominant brands such as Camel, Lucky Strike, and Chesterfield focused almost exclusively on male smokers, Marlboro set out to capture a segment they largely overlooked
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For whatever reason, Ebony magazine and Jet magazine, which were the two leading publications aimed at African Americans, never ran a single non-menthol cigarette advertisement. Americus Reed, a professor of marketing at the University of Pennsylvanias Wharton School of Business whose research focuses on brands and identity loyalty, said that all brands attempt to make a cultural connection to a lifestyle that could be focused on a particular type of community, or even a racial group One way they might do that is to tell a story, Reed said
The campaign, which has since spread to other localities on the East and West coasts, has created PSAs, posters and videos to educate people about the environmental impacts of cigarette-butt litter
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