![]() After several years of conducting this program, Philip Morris announced that Miles containing the words "5 Miles" would not be accepted after a certain date, and subsequently indicated that Miles containing the words "Five Miles" would expire.Ĭlass action plaintiff Cortney Reynolds filed suit against Philip Morris, claiming that Miles were gift certificates issued pursuant to an awards, loyalty, or promotional program, and thus violated California law by not having expiration dates printed on them in a certain font size and as otherwise required by the statute. The Miles did not contain any wording, terms of use or expiration dates. Marlboro Miles consisted of the proof of purchase on the cigarette packaging plus the words "5 Miles" or "Five Miles." Customers could collect Miles and exchange them for merchandise from a Marlboro catalog. Court of Appeals for the Ninth Circuit held that on-pack proofs of purchase on Marlboro and Marlboro Light cigarettes that were part of the "Marlboro Miles" loyalty program are not promotional gift certificates under California law and thus are not required to state an expiration date in a statutorily-proscribed manner.ĭefendant Philip Morris sold Marlboro cigarettes and promoted them through its "Marlboro Miles" loyalty program. Marlboro remained a masculine brand from that point forward.In a closely-watched case in the promotions industry, the U.S. The cowboy proved immensely popular and became the most famous figure in Marlboro advertising. In order to change the public’s perception of the Marlboro brand, Philip Morris decided to launch an ad campaign focused around masculine figures such as sports players, weightlifters, sea captains, and cowboys. Marlboro thus changed its marketing strategy to attract men who wanted the safety of filters, but did not want to smoke a feminine cigarette. However, a belief remained that filtered cigarettes posed less of a danger than unfiltered cigarettes. A study published in the 1950s linked cigarettes to lung cancer. Marlboro continued to be marketed as woman’s cigarette until the 1950s. To keep the female market, Philip Morris added a red band around the filter to hide lipstick stains. At the brand’s conception, the company marketed its cigarette as a woman’s cigarette because American consumers perceived filtered cigarettes as more feminine. Philip Morris Company, now Altria Inc., launched the Marlboro brand in 1924. As the company expanded, Landor’s base of operations moved from his home through several locations until it settled in 1962 on the Klamath, a docked ferryboat in the San Francisco Bay that would become an iconic part of Landor’s own brand. The company specialized in packaging and label design for a number of iconic brands ranging from Marlboro cigarettes to Aunt Jemima to Sara Lee. In 1941, Landor and his new wife Josephine Martinelli founded Walter Landor and Associates (today Landor) in their San Francisco apartment. With whispers of war circulating around Europe, Landor decided to stay in the United States and travelled to the West Coast in search of design work. At twenty-six years old, Landor had left his home in Germany to study art and design in Britain, where he became the youngest Fellow of the Royal Society of Industrial Artists. In 1939, Walter Landor arrived in the United States to help install the British training pavilion at the New York World’s Fair.
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