Don’t misinterpret this, but the mobile wallet may be the new Marlboro man. Marlboro cigarettes were marketed to women until the 1950s. It’s a famous story in advertising circles how the Marlboro man came to be. Back then, filtered cigarettes were viewed more as a woman’s choice.
But, unhappy with sales, Philip Morris, the tobacco firm selling Marlboro, did a 180-degree spin and made Marlboro cigarettes super-masculine, as best exemplified by the cowboy image of the Marlboro man. It was a success.