Read the sentence from paragraph 3:

"While both the Leo Burnett Co. and Philip Morris gathered their thoughts, knowing that they wanted to shift their consumer focus to men, they came up with the idea of presenting the Marlboro brand, not as a health alternative to non-filtered brands, but as a cigarette especially made for rugged archetypal masculine characters."

How does the sentence contribute to the idea that the Marlboro Man campaign was an example of emotional branding?