consumers would find it acceptable. In a truly innovative approach, Cheskin threw luncheons for housewives (sometimes in their homes), using this new colored margarine instead of butter, but not drawing attention to this fact. The luncheons included speakers and the food was only secondary. He asked the women to fill out questionnaires about the speaker, which also asked them to rate the food. By not drawing attention to the margarine and not conducting a typical focus group (which would do just that), Cheskin was able to test this new approach to margarine in a neutral environment. The results of this technique showed no real differences between people served butter and those served margarine. This conclusion alone was significant for the margarine industry. However, by conducting research indirectly, in the environment where the product would eventually be used (as opposed to a meeting room typical of focus groups), Cheskin lent credibility to the results. In addition, his multi-sensory and experiential approach of creating a full event around the test was truly innovative for the time. Further tests found ways of transferring the impression of quality, a known concern with this product. By delivering the margarine in blocks the same size as butter, wrapping them in foil, naming the margarine 'Imperial,' and using a crown logo, he was able to create a total experience, through product and packaging, that connoted quality to housewives of the time. Furthermore, when the company proclaimed 'It tastes just like Butter,' they had scientific 'proof' to back this statement up. The Marlboro Man Perhaps Cheskin's most famous achievement was turning Marlboro cigarettes into a 'man's' cigarette from its original appeal to women. Because more men than women were smokers, Cheskin convinced Phillip Morris that they would have more success by appealing to men. At the time its unique product differentiation was a red wrapper, to hide lipstick marks. Cheskin's recommendations were to redesign the package to denote masculinity, while keeping the red color. His recommendations underlie everything from the 'Man-Sized Flavor' advertising campaign and the now iconic packaging (resembling a medal), to the masculine and virile Marlboro Man himself. The Marlboro Man sported tattoos to give him a rugged backstory and often appeared as a cowboy on horseback (the predominant image that has survived today). Relevance to marketing today Though Cheskin's process was created and perfected in the 1950s and 1960s, it is just as relevant to