Mild as May

The Marlboro cigarette, made by Phillip Morris had a less-than-manly motto: “Mild as May.” Until Don Tennant came along, that is. Tennant, already well-known for his creation of Frosted Flakes’ Tony the Tiger, created the Marlboro Man. Sales of the cigarette increased 5,000 times in the eight months following introduction of the rugged, cowboy mascot. Image is everything.