|This article is a stub. You can help by expanding it.|
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>