We are going to learn about Guerilla Marketing campaigns in 1920.
Tobacco use among men had soared after the First World War because cigarettes were included in the soldier’s rations. They were a symbol of manly pride in how they puffed out the exotic scents of smoke. However, women were punished for smoking. Then, things changed after the World War, where women were forced to move out of the house and work. The 1920’s were a time of intense movements demanding equality for women- be it the right to vote or the right to smoke.
A Cigarette company in the US was doing a roaring business selling cigarettes to men; however, they were not able to sell to women. They could not find a solution. So, they approached Edward Bernay- “Father of Public Relationships”.
Before a campaign, story or article reaches the people, it has to be acknowledged by PR.
During the 1920’s, there was an unwritten rule that women should not smoke. Smoking was considered a habit that was corrupt and inappropriate for women.
Therefore, Edward Bernay conducted a campaign called “Torches of Freedom”. This phrase was used to encourage women’s smoking by exploiting women’s aspirations for a better life during the early twentieth century. Cigarettes were described as symbols of emancipation and equality with men. In the campaign, Edward Bernay hired a group of women who were made to march while smoking their “torches of freedom” in the Easter Sunday Parade of 31 March 1929 that was an important moment for fighting social barriers for women smokers.
Then, after some days he made a trend that the colours in the cigarette strand are the fashion statement.
It was a big and hit concept. The cigarette sales surged.