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Automatic TRANSCRIPT

Before the Marlboro Man. Before the Marlboro woman. Even women didn't really smoke. In fact in some places. It was even illegal to help me tell that story. I wrote Aria Bendix into the studio with me. I'm already so on. It gets toasted here as well too. So cool cool. So why don't we start? Warriors a reporter at business insider. Who's covered the history of smoking and Marlborough? Why don't we start at the turn of the century? What was the association between women and smoking so there was a strong negative association between women and smoking. It was not something that polite woman did. There was a lot of societal disapproval. That was definitely the big thing but there was also a few legal attempts to sort of prohibit women from smoking in public in nineteen. Oh four there was a woman who was actually turned in by her husband for smoking in the presence of her children and she faced thirty days of jail. Time for that and then a few years later There's actually a short-lived ban in New York City that prohibited women from smoking in public. So it really was. Smoking was really seen as not a thing. That a lady. Oh well raised woman would do woman of good moral standing. So then what changed? So what changed was World War One inside the White House. President Woodrow Wilson compared with advisors then signed the proclamation of war against Germany and that was really when women started to take on up. Actually enter the workforce for the first time and take on jobs that were traditionally says he'd with men behind every man or the woman at American women were daintily mightily and they also changed their appearance to reflect that so women started to have shorter hair started to wear pants and then they also started to pick up cigarettes by one thousand. Nine hundred thousand American women had won the right to vote but even within the Feminist Movement for some smoking was taboo. Some of the activists for women's rights actually went to great lengths to distance themselves from women who smoked Lucy. Page Gaston for example was a vocal opponent of smoking and drinking alcohol. She wasn't trying to ally herself with women who were redefining femininity. Instead she wanted to empower women who embodied the old Victorian ideals of womanhood who would use their vote to advocate for temperance and respectability and enforce their high moral standards on the broader population. So where does the story of Marlboro Start? So it starts with Philip Morris which used to be British Tobacco Company in the One thousand nine hundred twenty s they really wanted to get a stronger foothold in the US market so they came up with the idea of the Marlboro Brand and in nineteen twenty four. The introduced it as a cigarette brand for women. Nineteen twenty four was a really tough time for a newcomer to be making a play for the US cigarette market at all. Never Mind Marketing to women. That's because it was already pretty locked down by four big tobacco companies. Actually there used to be one gigantic company a monopoly until the US Supreme Court and a bunch of trust. Busting Congressman. Put a stop to that in the nineteen teens. Anyway by the Nineteen Twenties Marlboro. Was this small fish making its debut and upon full of. I'm just GONNA go with this great white sharks so it set its sights on the other. Small fish in the cigarette pond women and since suffragettes Lucy Page Gaston. Were not going to light up anytime soon. Marlboro had to find a way to make smoking socially acceptable for women. It had to make cigarettes. Which many saw as symbols of vulgarity and promiscuity actually feminine by Victorian Standards So one of the first advertisements that they came out with was this quote unquote mild as May campaign may like the month of May delicate breezy dainty elegant for find polite. And there's something amazing about how Marlboro. Sins that message through these ads. Like if you look at them. The women picture aren't even smoking but it almost doesn't because they look so glamorous every one of them sort of had like this dark lib this perfectly quaffed hair. The secret was sort of daintily hanging off their fingertips looking a little bit seductive but it was also somewhat reminiscent of the Victorian ideals of Amenity. That sort of caring us into the nineteen twenties. You see this sort of stereotype of a lady. A very elegant woman that marble woman is basically like the Modern Day Portland of instagram influence. Our I mean everything that women sort of wanted and aspire to be mild is may was everything. A woman could want in a cigarette. The ads made it look like an essential accessory as natural a woman's hand as the lipstick on her lips. There was a lot of concern that women's lipstick would actually get at the end of their cigarette. So what they did was actually create a grease proof tip that would prevent that and it would keep your lipstick looking nice while you were smoking after that. They also introduced a red rim around the cigarette and that was meant to disguise the lipstick itself. We are miles away from the Marlboro Man. Here that even his Marlboro and its parent company. Philip Morris continued to work on making it cigarette look appealing to women. It had a bigger obstacle to tackle. Most women did not know how to smoke. So Philip Morris sponsored. A lecture series that toured the country and taught women the basics. It hit ladies clubs charm. School's department stores and nurses lounges covering etiquette had opened the packages avoid lipstick smears and prevent fires. Oh my God and slowly but surely marbles efforts started to make inroads so the advertisements are resonating with women Marlboros. Getting letters from women thanking them for the ADS. More women are starting to pick up smoking. But it's actually not doing much for the brand itself. It was pretty much failing as a business they were capturing a miniscule portion of the cigarette market at that time turns out. Marlboro. Wasn't the only cigarette company on the block with the bright idea of advertising to women in fact the American Tobacco Company one of the four giants which used to have a monopoly on cigarettes. It wanted to get women to smoke. Just as badly as Marlboro did and its main brand. Lucky strike was a much bigger name than Marlboro. The president of the American Tobacco Company poured about one point five billion dollars in today's dollars into advertisements in the first decade of the lucky advertisements. So they were funneling money into the brand and that sort of reflected in that sales they were sort of catering to everyone and they saw the same opportunity. Marble did that. They weren't actually targeted advertisements to half of the population which was women so they put out a lot of the same messaging. That Marlboro did a lot of that. Same like feminine ideals of Beauty. They weren't a woman's cigarette brand but they certainly began catering their advertisements to women but nineteen twenty nine both companies had been running ads featuring women for years. Marlboro had even gone so far as to show a woman in one of the advertisements. Actually smoking a cigarette. Just holding it seductively. But even that wasn't enough so to break through the negative by surrounding women in cigarettes once and for all the American Tobacco Company launched another offensive. And this one would below the politics of women's smoking wide. Open the president of the American Tobacco Company calls up this Guy Edward Brenes and he's now known as the father of Public Relations and he was actually fun fact. The nephew Sigmund Freud and so- Bernez comes up with this idea to stage a protest in New York City he recruits all. These debutantes who sort of look like the everyday woman but they're also super elegant and he gets them to basically marched through the streets of New York on the Easter Day parade carrying lit cigarettes in their hand and he called the the torches of freedom so cigarettes were known as the torches of freedom the Easter parade. One of the most important events on New York City's social calendar. Women were there to be seen. They were the newest fashions. Their boldest hats and stranded down Fifth Avenue. Like it was a runway. It was such a cultural touchstone. The American composer Irving Berlin even wrote a song about it and it became the basis for a nineteen thirty three. Judy Garland Fred astaire movie new the grandest Bala Anyway crashing. This event was a big deal and the torches of freedom the woman marching down Fifth Avenue in their finery carrying lit cigarettes. That image caught fire. It was a huge news story and it sort of kicked off the idea of women smoking in public really. Yeah I mean I see it as sort of the fulcrum to change the social tied women in other cities as well not just New York City but now San Francisco and Detroit. Were now taking the streets and smoking their cigarettes or torches a free. They had their own torches. Afraid of