In the 16th century, Europe was captivated by the miraculous properties attributed to tobaccoAmid fears of rabies, asthma, and plague, this plant emerged as a panacea, gaining rapid popularity across the continentHowever, the tobacco craze in England did not take off until the smoke of the Crimean War, which raged from 1853 to 1856. Soldiers returning from the battlefield brought back the art of rolling cigarettes that they had learned from their allies in France and Turkey, igniting a national obsession.

Before the advent of industrialized cigarette production in the late 19th century, tobacco was a rare and luxurious commodityIn 1847, Philip Morris founded a tobacco company in the streets of London, rapidly establishing himself as a leading figure in the British tobacco industry with his burgeoning cigarette brandsYet, it wasn't until the 1880s that Bonnsack machines transformed tobacco from a luxury good into a mass-market product, capable of producing 200 cigarettes per minute.

In 1902, capitalizing on his family name's reputation, Philip's son began marketing cigarettes in New York, including the now-iconic Marlboro brand

By 1911, financier George JWhelan had acquired several small tobacco companies and, in 1919, merged these operations with Philip Morris’s American business, thereby birthing the new Philip Morris Company alongside a manufacturing facility in Virginia.

With ample capitalization from Whelan, Philip Morris found itself in a favorable positionThe early 20th century in America saw cigarette smoking explode as a cultural phenomenonBetween 1914 and 1920, the share of cigarettes in total tobacco consumption leapt from 7% to 20%. The Roaring Twenties transformed the nation, characterized by economic prosperity, the rise of radio broadcasts, the swing of jazz, and the allure of Hollywood filmsWomen started to seize economic independence, smoking in public as not just socially acceptable but a fashionable emblem of freedom—tobacco became a symbol of liberation, often referred to as the “torch of freedom” for women.

Marlboro cigarettes made their genteel debut in the American market in 1924 with the slogan "Mild as May." Their marketing approach emphasized softness and catered specifically to women’s sensibilities, including adjusting the cigarette filters to red to avoid the unsightliness of lipstick stains

However, despite this thoughtful marketing, Marlboro struggled, registering less than 1% market share before temporarily withdrawing from the market pre-World War IINevertheless, Philip Morris continued to thrive with a diverse array of cigarette brands, enjoying substantial profits during this period.

The implementation of the Marshall Plan from 1947 to 1951 brought immense financial aid to bolster European industry, and unexpectedly, tobacco flourished as a beneficiaryTo a staggering tune of up to one billion dollars—one-third of total food aid—European tobacco industries were able to procure high-quality American tobacco models, bringing the unique flavor of American flue-cured tobacco to European consumers' palate.

The mid-20th century ushered in a momentous partnership for Marlboro as advertising wizard Leo Burnett took the helm and crafted a transformative image for the brand

Recognizing that Marlboro had failed to attract its intended male audience, Burnett pivoted from its previous gentler image to one embodying rugged masculinity, channeling the quintessential cowboy stereotype to appeal to a burgeoning male demographic desiring freedom and adventure.

The advertising blitz of the 1954 cowboy campaign rapidly positioned Marlboro as a leading brandThe once genteel image was replaced by rugged masculinity, with advertisements depicting idyllic "Marlboro Country" that resonated deeply with post-war AmericaBy 1955, sales soared, reaching $5 billion—an astronomical increase making Marlboro a staple of American life.

In the 1960s, leveraging this momentum, Philip Morris commenced its international expansionThe brand dominated the US market partly due to the irresistible allure of Hollywood cowboy films paired with the glamorous images of movie stars smoking on-screen, supplemented by an expanding distribution network

alefox

By the decade’s end, efforts to attract youth via covert marketing strategies began, embedding smoking imagery within sporting events and entertainment media, ensnaring the upcoming generation.

Philip Morris's creativity extended to its marketing outreach, enticing schools with custom comic covers that subtly glamorized skiing while evoking the thrill associated with smokingThe carefully worded warnings, like "Think Twice" cleverly evaded anti-smoking advocates, fostering an unwavering pipeline of future smokers.

Tobacco held a constant demand, and with profitability soaring and no innovative necessity, Marlboro captured a staggering 42% market share of American cigarettes, firmly cementing its status as Philip Morris's crown jewelHowever, alongside evolving public health campaigns and increasing scrutiny, the company faced mounting pressure, leading to a strategic pivot towards diversifying into alternative industries.

In an era where the public consciousness turned against smoking, the giant behind Marlboro knew it was crucial to mitigate risks

Throughout the 1950s, they wrestled with the growing concern about health risks and considered how to navigate these turbulent watersBeyond exporting its tobacco business overseas, Philip Morris diversified into other consumer products—acquiring companies in diverse sectors, such as shaving and gum, though these ventures pale compared to the success of their tobacco division.

Throughout the late 20th century, their pursuit of profitability led to the acquisition of firms like Miller Brewing, bolstering their portfolio with beer—exemplified by the successful launch of Miller LiteYet the journey was not without missteps; their foray into soft drinks saw them invest heavily in 7-Up but later divest when the returns didn’t meet expectationsOn a more successful front, merging with General Foods and Kraft opened new pathways to profits, embedding the sugary snacks into the American consumer fabric.

Despite their expanding empire, Philip Morris found themselves under increasing fire from anti-tobacco campaigns amid the growing health consciousness of the public throughout the 1990s, leading to numerous litigations and widespread media scrutiny

In response, they crafted an ingenious strategy: a brand overhaul to shed unwanted associations with tobaccoIn 2001, the name Philip Morris was split from its domestic tobacco operations, creating the new entity Altria—a gilded mask meant to distance from the tarnished smoke-filled legacy.

This seemingly innocuous renaming heralded a fresh beginning, permitting Altria to focus on domestic markets while Philip Morris International traversed the globe for business expansionWith an ever-growing market for tobacco, they refrained from nurturing their core competencies, ultimately damaging their diversification attempts in pursuit of new venturesThey stood powered by addiction, reaping profits while wrestling with ethical governance challenges—a paradox that remained ever presentAs the smoke settled, it became clear that no amount of rebranding could erase the foundational reality—beneath the surface, the underlying business recognized a profound moral burden, forever overshadowed by public health's haunting truths.