канада

when Philip Morris opened his only tobacco and cigarettes store

in 1847 in London at Bond Street.

time Philip Morris acquired the emblem with a crown, Philip

Morris Company in USA was taken up by the firm, belonged to the American shareholders, and the new corporation was registered in Virginia state under the name Philip Morris & Co., Ltd., Inc. By the end of the next decade the company begun to produce cigarettes on its factory in Richmond, Virginia state.

of the company.

was initially targeted at female smokers. Aiming at this market

segment was not successful, so in the 1920's Marlboro was re-targeted to female smokers in the United States. In this campaign it was stressed that Marlboro was a 'mild' cigarette. These efforts continued into World War II when the brand was eventually taken off the market.

this time on the heels of a stories about the

negative health aspects of smoking. At the time, the vast majority of cigarettes being sold were non-filtered. Marlboro was a filtered cigarette, so this clearly was an attempt to win over the health conscience crowd.

into those depicting particularly macho types. In the beginning, images

of naval officers and livestock ranchers made the advertising scene. In 1954, the now well known 'Marlboro Man' was introduced, and by 1963 was the sole representative of Marlboro ads.

have remained so, for the most part since then.
While

the Marlboro brand may not be ranked at the top any longer, it still retains a value in excess of $21 billion. That figure places it above such brands as American Express, Hewlett-Packard, and Gillette.