The Marlboro Man Still Sells Cigarettes

E-cigarettes get tough

It’s one of branding’s eternal truisms that when you find an idea that works, you stick with it. It’s why fatherly CEO Dave Thomas appeared in over 800 TV spots for Wendy’s, why Aflac has stuck with the duck since 1999 and why Go Daddy has held tight to Danica Patrick’s bumper for 11 Super Bowl spots now. There’s a corollary to this rule, too. Once one brand discards a great idea, there’s nothing stopping a similar brand from taking it up. Case in point: the Marlboro Man and what looks like his kid brother in the ads here. But be it a tobacco smoke from the ‘50s or one of the many electronic alternatives on the market now, cigarette brands love associating themselves with the All-American bruiser.