Adland Chapter 5

Leo Burnett was another designer that made history in advertising. His style was 'homely ' and 'cutting edge'. In the late 1940's P&G was the most famous advertising company in the US. They worked for Kellogs cornflakes which decided to 'add sugar to health food products' Tungate (2007, pg 67). they promoted cereal as healthy but that was way to deceive people. They also started to use the packaging itself to advertise. This started a packaging revolution.

Leo Burnett also worked to Marlboro cigarettes packaging. He changed the colour from red and white to just red. He added a cowboy wich represent masculinity. Marlboro become the world's best-selling cigarette. after agencies had to hire people to persuade consumers that cigarettes are not healthy. 

'In the end, however you feel about tobacco marketing, there is no denying the Marlboro Man;s status as advertising icon - and a superlative example of simple, effective brand imagery' Tungate (2007, pg 70).