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ORAL HISTORY INTERVIEW *.k* k**: ***~t.*:*:x******** with JOHN T. LANDRY Marchil2r 1986 at Philip Morris, Inc. New York, New York By Scott Ellsworth Abstracted by Stacy A. Flaherty For the Marlboro Oral History Project I NTERVIEW #' 1 Archives Center National Museum of American History Smithsonian Institution TAPE ABSTRACT AND INDEX ***********************

LANDRY ABSTRACT page 3 8:30 Marlboro was divorced from early ads showing women. Ilead~shots of rugged men contributed to the switch to filter cigarettes. 8:55 IMPACT OF'READER'S DIGEST ARTICLE A 1957 Reador's Digest article on smoking and health rated~cigarette brands. Entire industry sales dippedIthe next year. The article made people more conscious of smoking and healith~and filter cigarettes. 10:1'~0 Marlboro sales leveled off for a couple of years. 10:35 Flip-top box helped initial sales growth. 11:10 By 1959-1960, Leo Burnett and Landry were discussing how to reinvigorate Marlboro performance. 12:00 CLIEN'it-AGENCY RELATIONSHIP Burnett men came to New York from Chicago every Tuesday night; they returned on Thursday evening. They developed a close relationship with the client. 13:15 Many people worked on the account for 20 years, including Cap Adams, Marty Snitzer and John Benson. 13:55 POPULARITY OF THE COWBOY IMAGE Of all the avocations represented in Marlboro ads, the cowboy had the highest recall with the public. This fact came up ima number of research anaylses. Cowboys kept recurring in Marlboro ads. 14:50 OPPOSITION AND SUPPORT FOR "MARLBORO COUNTRY" Late in 1962, the agency and Landry decided to go with a focus on the cowboy and western landscape. This decision was not met with unanimous agreement. N 0 N G.~ ~. Cj N ~Pb W

LANDRY ABSTRACT' page 10 JOHN' I'. "JACK" LP.NDRY INDEX OF ABSTRACT--INTERVIEW #1 Adams, Cap 1:1:1, 13:15; 1:1:1; 14:40 Advertising dblllars 1:1:1, 27:10 Benson and Hedges (brand) 1:2:1, 12:50; 1:2:1, 25:50 Benson, John 1:1:1, 13:15; 1:1:1, 15:40 Broadcast ban 1:1:1, 27:10; 1:2:1, 11:10 Burnett, Leo 1:1:1, 11:10 Cigarette advertising, 1:2:1, 9:40' Client-agency relationship 1:1:1, 12:00 "Come to where the flavor is, Come to Marlboro Country" 1:1:2, 1:1!5, Connerly, Charlie 1:1:2, 3:50 Cowboys 1:1:2, 3:00; 1:1:2, 17:10' Cowboy image 1:1:1, 13:55; 1:2:1, 8:15 Cullman, Joseph III 1:1:1, 24:40 Filter cigarettes 1:1:1, 3:50; 1:2:1, 26:50 Flip-top box 1:1:1, 1&:35 Greene, Roger 1:1:1, 15:40 Health issue 1:2:1, l8':25 International advertising 1:1:2, 13:10 Leo Burnett advertising agency 1:1:1, 2:30 "Magnificent Seven" ("Marlboro Country" music) 1:1:1, 20':10 Market research 1:2:1, 1:35 "Marlboro Country" campa.ign 1:1:1, 14:50; 1:1:1, 18:00; 1:1:1, 22:45; 1:1:1, 25:50; 1:2:1, 2:55 Newspaper campaign 1:2:1, 2:55 Marlboro Country Store (promotion) 1:1:2, 20:40 Marlboro Cup (horse race)~ 1:1:2, 10:30 Marlboro Man 1:1:1, 3:50 Movies, westerns 1:1:2, 6:45; 1:1:2, 17:10 New York Giants 1:1:2, 3:50 Pastoralism 1:1:2, 21:40 Philip Morris, Inc. 1:1:1, 1:10; 1:1:2, 27:00 Print ads 1:1:1, 27:30 Reader's Digest article, 1957 1:1:1. 8:55 Sales, Marlboro 1:1:1, 10:10 Secretariat (horse) 1:1:2, 10:30: "Settleback" ads 1:2:1, 18:25 "Share of mind" 1:2:1, 9:40 Smokers, male 1:1:1, 3:50; 1:2:1, 22:00 women 1:1:1, 16:55 Snitzer, Marty 1:1:1, 13:15