German defense companies and their marketing have not been historically researched. This work addresses a long-standing gap by examining the key West German producers of weapons and their marketing tools. It demonstrates that during the Cold War, not only economic developments but also public opinion had a significant impact on the marketing of defense companies. In this context, security advertising was a crucial factor. The defense industry responded to the strong dependence on customers due to long development times and short production cycles, a "bespoke system," with expanded marketing strategies. These strategies are analyzed using a multi-perspective methodology that connects business and cultural history. The author presents compelling evidence.