<P> The use of the Marlboro Man campaign had very significant and immediate effects on sales . In 1955, when the Marlboro Man campaign was started, sales were at $5 billion . By 1957, sales were at $20 billion, representing a 300% increase within two years . Philip Morris easily overcame growing health concerns through the Marlboro Man campaign, highlighting the success as well as the tobacco industry's strong ability to use mass marketing to influence the public . </P> <P> The immediate success of the Marlboro Man campaign led to heavy imitation . Old Golds adopted the tagline marking it a cigarette for "independent thinkers". Chesterfield depicted cowboy and other masculine occupations to match their tagline: "Men of America" smoke Chesterfields . </P> <P> Four men who claimed to have appeared in Marlboro - related advertisements--Wayne McLaren, David McLean, Dick Hammer and Eric Lawson--died of smoking - related diseases, thus earning Marlboro cigarettes, specifically Marlboro Reds, the nickname "Cowboy killers". McLaren testified in favor of anti-smoking legislation at the age of 51 . During the time of McLaren's anti-smoking activism, Philip Morris denied that McLaren ever appeared in a Marlboro ad, a position it later amended to maintain that while he did appear in ads, he was not the Marlboro Man; Winfield held that title . In response, McLaren produced an affidavit from a talent agency that had represented him, along with a pay check stub, asserting he had been paid for work on a' Marlboro print' job . McLaren died before his 52nd birthday in 1992 . </P> <P> Eric Lawson, the fourth man to portray the smoking cowboy, who appeared in Marlboro print ads from 1978 to 1981, died at the age of 72 on January 10, 2014, of respiratory failure due to chronic obstructive pulmonary disease, or COPD . A smoker since age 14, Lawson later appeared in an anti-smoking commercial that parodied the Marlboro Man, and also in an Entertainment Tonight segment to discuss the negative effects of smoking . </P>

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