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This man right here…….Marlboro ManThe man on the floor had been trying to start fights with people when the Marlboro Man pinned him to the ground. Yes, while holding onto his fag.A man made a citizen's arrest in the UK without dropping his cigarette — and the 'very British' moment is going viral

Show him/her the Marlboro ad "Five million people cannot be wrong".Apparently five million people use Marlboro cigarettes. Does it mean that you should smoke too?

This is an incredible story of a successful target re-positioning done by one of the most recognizable brands worldwide - Marlboro !!That picture looks cool, eh? But if you time travel that guy before the 1950s, he would have said:"Marlboro! Why would a 'man' smoke that brand? Its meant for women."Marlboro, is one of the best successful examples of changing the consumer behavior through a complete gender re-positioning.​Yes, you read that right.One of today's most recognizable cigarette brands worldwide, Marlboro, which comes from the house of Philip Morris USA was originally targeted at women.Wow, tell me more?Marlboro, was launched in the 1920's in the US and positioned primarily to attract women, with their classic tagline - "Mild as May".Let us see a few print ads from that era.Do you notice the circled part in the image below? Yes, that is the filter of course, everybody knows that. But did you notice the positioning statement printed on her hand and how does the filter relate to that?​The filter had a red colored band around it and they also referred to the brand as -"‘Beauty Tips to Keep the Paper from Your Lips"One of the most appealing aspect of the brand was - how ladylike it was. In most of the print campaigns from that era, you would notice a great emphasis on the way fingers are placed, and how bright and evident the lips were.Here is a collection of old print ads targeted. Even though not consistent throughout during that period, the font on the label definitely used to be different than how it is today.​Interesting, then what happened?Targeting to women wasn't a bad idea but it was a very niche market. Sales were never great and the brand struggled.World War II came, and three brands were provided to the US forces during the war. These were - Camel, Lucky Strike, Chesterfield. Of course, Marlboro wasn't one of them.Sales dwindled further, and the brand was taken off the market.Cigarette market post the second world warThis was still a time where there were unfiltered cigarettes available in the market. And the filtered ones were targeted, primarily at women.In the 1950's concern grew about the harms that cigarette smoking caused, and a small section of male smokers were definitely concerned. They wanted to try out filtered cigarettes, for the health benefits it offered, but then they were skeptic about trying them because they were "meant" for women.The birth of the - Marlboro ManPhilip Morris saw an opportunity to relaunch their brand but it was considered to be a feminine brand.And thus they went to, a relatively new (well, at least then), advertising firm in Chicago which we now know as Leo Burnett.And thus, the Marlboro Man, was born in 1955.The cowboy style, rough and tough look transformed the brand almost immediately and within a year of relaunch, Marlboro became the fourth best-selling cigarette brand in the United States.Here is a collection of the more recent "Marlboro Man" campaigns.​And the manliness didn't end with just the Marlboro ManMarlboro was the first cigarette brand which revolutionized cigarette packaging with a flip-top box.And where is the 'manly' positioning here?​Well, taking a cigarette out of the flip top box was perceived as something similar to taking a gun out of your holster and supplemented the cowboy campaigns.And with that, Marlboro, did a complete brand re-positioning and transitioned from being a "feminine" brand to a "manly" brand.Hope you enjoyed reading the answer, as much as I loved writing it.PS: I do not smoke. But I just love this Marlboro story. Do you?Sources:Images from the internet, Marlboro (cigarette), Marlboro Man