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As he recalled later in 1958: It didn't take any motivational research or psychological seance to decide that the best way to sell the new Marlboro was to present it for what it really was a filter cigarette with a full, honest flavor that could satisfy a man who was a regular smoker

Gradually reducing smoking can ease withdrawal symptoms, making the process less daunting

A randomized controlled trial of progressively reduced nicotine content cigarettes on smoking behaviors, biomarkers of exposure, and subjective ratings

While Marlboro continued to feature other masculine figures in its advertising, they gradually receded as the Marlboro Man became the defining symbol of the brand