A Disneyland for smokers: Philip Morris' Crazy Mountain Ranch

Background: Philip Morris' Marlboro brand is synonymous with imagery of cowboys and the rural American West. As tobacco control media campaigns have debunked this mythology, Philip Morris has developed new strategies for keeping the brand alive. We investigate the brand extension that is Crazy Mountain Ranch, an 18,000-acre cattle ranch in rural Montana. Methods: We analyzed previously secret internal tobacco industry documents and web sites associated with Philip Morris. Results: Philip Morris bought Crazy Mountain Ranch (CMR) in 2000, and converted it into a smokers resort. The ranch includes a Western town, lodge, saloon and barns, set against a dramatic bucolic backdrop. Consumers can win all-inclusive vacations to CMR either through “Bar Night” sweepstakes or direct mail promotions. At the ranch they are greeted by staff dressed as cowboys on horseback, and are swept into the stereotypical Wild West. The vacations include free Marlboro merchandise, food, cigarettes, alcohol and activities such as horseback riding, fly-fishing and line dancing. For Philip Morris, the ranch is an opportunity to further “dimensionalize” the Marlboro image, and provides smokers a chance to visit “Marlboro Country.” High-performing Philip Morris employees are also given ranch vacations. Implications: The purchase of CMR illustrates Philip Morris' continuing efforts to associate Marlboro products with the American West. As tobacco industry opposition grows, tobacco companies are seeking creative strategies for maintaining their customer base. Tobacco control advocates need to be aware of the power of immersive experiences, like vacations at Crazy Mountain Ranch, in maintaining company ties to tobacco users.