Cullman increased Philip Morris sales from $440 million to $2.6 billion in 1973. Cullman’s crowning achievement was capturing the male demographic for Marlboro cigarettes. He did this by developing a new Marlboro package, and establishing the “Marlboro Man” advertising icon. Under Cullman’s direction, Marlboro grew to become the best selling cigarette brand in the world in 1972. At this same time Phillip Morris was the world’s largest exporter of cigarettes.