John Benson
Jump to navigation
Jump to search
| This article is a stub. You can help by expanding it. |
 |
This article is part of the Tobacco portal on Sourcewatch funded from 2006 - 2009 by the American Legacy Foundation. |
John Benson (Philip Morris Marlboro Advertising Executive, Leo Burnett): Defense
Biography
John Benson was an account Executive for Marlboro account, Leo Burnett (1957-1959?) (L. White, Merchants 1988). To counteract a negative 1957 article about Marlboro's tar and nicotine levels, Leo Burnett launched the "settleback" campaign--showing the cowboy poses that exuded repose, relaxation and unconcern. However, Marlboro sales faltered and after two years, the settleback campaign was scrapped (L. White, Merchants 1988).
<tdo>resource_id=4672 resource_code=benson_john search_term=John Benson</tdo>
