Introduction:
Just imagine the time when smoking by women in public was consider taboo. In the 1920, this was the norms of most country . But a clever marketing campaign, “Torches of Freedom,” flipped the script, turning cigarettes into a symbol of women’s liberation.
The Seed of Opportunity: Recognizing the Untapped Market
Cigarette Companies discovered a big, mainly untapped market in the early 1920s: women. Social standards strongly prohibited women from smoking, which was primarily a male practice. However, these businesses realised that if they could remove these societal barriers, they could make enormous profits. They realised they needed to make smoking attractive and acceptable to women in order to increase their sales. The deliberate spark that started this market takeover was the “Torches of Freedom” campaign.
The Landscape Before “Torches of Freedom”:
In the early 20th century, smoking was largely a male domain. Women who dared to smoke were often looked down upon, considered rebellious or even immoral. Tobacco companies saw that there is a potential market to upscale their business to a the widest market. They just need to find a way to socially incorporate the idea of women smoking.
The Campaign’s Core Idea:
The key to “Torches of Freedom” wasn’t just about selling cigarettes, it was about selling an idea. Their idea was not just selling the cigarettes , but to create an revolution movement, the idea was to promote equally about the freedom. The campaign aimed to transform a taboo into a symbol of empowerment.
Setting the Stage: Easter Sunday, 1929, New York City
Imagine the bustling streets of New York City on Easter Sunday, 1929. The air is filled with anticipation as crowds gather for the annual parade. Women in their finest hats and dresses, men in their Sunday best, all eager to witness the spectacle. But amidst the festive atmosphere, a calculated plan is about to unfold.
The Strategic Placement:
The American Tobacco Company, with Edward Bernays’ guidance, had carefully selected the parade route. They knew where the photographers and reporters would be positioned, ensuring maximum media coverage. The chosen women, carefully selected models, were strategically placed within the crowd. They weren’t just random attendees; they were part of a planned performance.
The Signal:
As the parade reached a crucial point, a prearranged signal was given. Perhaps a subtle nod, a raised eyebrow, or a specific moment in the parade itself. The women, acting in unison, reached into their handbags.
The Lighting of the “Torches”:
With practiced ease, they pulled out sleek cigarette cases and elegant lighters. In full view of the crowd and the waiting cameras, they lit their cigarettes. The smoke curled upwards, a bold statement against the backdrop of the traditional parade.
The Reaction:
The crowd’s reaction was a mix of surprise and intrigue. Some onlookers gasped, others whispered, and many simply stared. The photographers, alerted beforehand, snapped away, capturing the moment for posterity. Reporters scribbled notes, eager to understand this unexpected display.
The “Freedom” Narrative:
As the smoke rose, the women held their cigarettes with an air of defiance and confidence. They weren’t just smoking; they were making a statement. Bernays’ carefully crafted narrative was already in motion. The phrase “torches of freedom” was whispered among the crowd and relayed to the press. These women were not merely indulging in a vice; they were lighting the way for women’s liberation.
Media as the Amplifier:
The campaign’s success hinged on its media coverage. The women smoking were presented as “torches of freedom,” signaling their independence and defiance of traditional gender roles. Newspapers and magazines eagerly picked up the story, portraying smoking as a bold statement of women’s equality.
The Power of Symbolism:
The “torches” metaphor was crucial. It transformed a simple act of smoking into a powerful symbol of liberation. It tapped into the growing desire for women’s rights, associating cigarettes with modern, independent women. Suddenly, smoking wasn’t just about nicotine; it was about making a statement.
The Social Shift:
The campaign’s impact was profound. It effectively normalized smoking among women, turning it into a fashionable and even rebellious act. The association with freedom and empowerment resonated deeply, making cigarettes a must-have accessory for the modern woman.
Ethical Considerations:
While the campaign was a marketing triumph, it’s important to acknowledge its ethical implications. It promoted a product known to be harmful, exploiting the desire for social change to drive sales. This raises important questions about the responsibilities of marketing and the potential for manipulation.
Conclusion:
“Torches of Freedom” stands as a powerful example of how marketing can shape social norms and open up new markets. By linking a product with a powerful idea, the campaign transformed public perception and opened up a new market. It demonstrates the power of symbolism and the media to influence behaviour, while also highlighting the importance of ethical considerations in advertising.
