Instant Identification

While some may crave for cigarettes, the ego to identify with the man in Marlboro ads is the primary driver to switch to the brand.

To consumers who don't have the cool look and masculinity of the Marlboro man, they will attempt to appear as if they do by using the product.

Conversely, those who already have them use the product to express their inner self-image easily to the outside world how they feel about themselves.