The rooster doesn’t have the same marketing power he once did. That’s my guess, anyway, after finding a very old newpaper ad for Marvels Cigarettes stuck to a shelf in my basement storeroom. The ad features a rooster logo and the groan-inducing tagline, “Quality worth crowing about.”
From what I can tell, this avian mascot and his unfiltered tobacco sticks long ago went the way of the dodo. In fact, the most interesting thing Google could come up with from a paltry 41 hits on Marvels Cigarettes was an asian website selling new zippo-style lighters with the old Marvels logo.
I’m not certain who the intended audience is for these lighters. The ad on my storeroom shelf lacks a date, and the only date references for Marvels Cigarettes I could find online came from no later than the 1940’s. I’m skeptical that anyone old enough to remember Marvels is searching Korean websites for nostalgia zippos.
On the other hand, when the only other rooster mascot I can think of is the equally old Kellogg’s Corn Flakes Rooster maybe I should celebrate the fact that although it seems the rooster no longer captures the imagination of American consumers, the old Marvels Cigarettes Rooster is still crowing from lighters on the other side of the globe.