Advertising in Formula One was never about "you see brand, you buy brand". It's about exposure. When you see the triangular red/white logo, you immediately recognize its Marlboro. And they are already winning the mind game, because you recognize the logo in an instant.

What is the first brand of watches you think of? Most likely its Rolex, because of the ongoing 2-hour ad that is now an F1 broadcast. What is the first brand of tires you think of? Which is most likely to make out in a list? Is it Hankook or Pirelli?

Behavioral science clearly shows that exposure to brands leads to better recognition and people are getting into the advertised stuff unconsciously. So someone will unlikely tell you "Yes, I saw this, I recognized it, I bought it". But most likely that's exactly what they did.

And to answer your question - since I have never smoked, I didn't work on me directly, but as a non-smoker Marlboro is the only brand I recognize on the shelves.