The brand was sold in this capacity until World War II when the brand faltered and was temporarily removed from the market. At the end of the war, three brands emerged that would establish a firm hold on the cigarette market: Camel, Lucky Strike, and Chesterfield. These brands were supplied to US soldiers during the war, creating an instant market upon their return. But Marlboro, when reintroduced with marketing that tapped into the new popularity of the romanticized cowboy in the 1950s, was able to increase sales by 5000%, returning as a formidable market force.
With a view to improving the brand’s image, Philip Morris Inc. (Philip Morris) (Altria was then known as Philip Morris Inc.) hired the advertising agency, Leo Burnett Company to promote the brand Marlboro. Initially, the ad agency introduced the tattooed man campaign which helped in repositioning Marlboro as a product targeted at men.
During the 1960s, the ads began featuring cowboys, popularly known as the Marlboro man. These ads went on to become a huge success in the US. By the end of 1960s, Marlboro became one of top selling brands in the US cigarette market. In 1970, Marlboro was ranked third among the top selling brands in the US with sales of $ 51.37 billion.
During the 1970s, the Marlboro Country campaign was introduced. It helped strengthen the brand’s image in the US. In 1972, Philip Morris brought out Marlboro Lights in addition to the regular Marlboro. Over the years, the company offered various line extensions of Marlboro.