Full report: Unfiltered: A Revealing Look at

Transcription

This report was prepared by ClearWay MinnesotaSM. Special thanks to:
The Association for Nonsmokers—Minnesota • Campaign for Tobacco-Free Kids • Clarity Coverdale Fury
Giebink Design • Grassroots Solutions • Himle Horner, Inc. • Richard Hurt, M.D., Mayo Clinic Nicotine
Dependence Center • Julie Jensen • Minnesota Tobacco Document Depository • Office of Tobacco
Prevention and Control of the Minnesota Department of Health • John Pickerill, Fredrikson & Byron
Public Health Law Center • Robert Wood Johnson Foundation • Start Noticing Coalition
Sofia and Alison Stumpf • Trinkets & Trash • Tunheim Partners • Olivia Wackowski
CONTENTS
U N F I LT E R E D : A R E V E A L I N G LO O K AT TO DAY ’ S TO B A C C O I N D U S T RY
Contents
1. Foreword . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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2. Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Pop Quiz . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • The Tobacco Paradox . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • The Rules May Change, But the Game is the Same . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
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3. Cultural Integration—“Just What the Doctor Ordered” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Tobacco is Ingrained in Our Culture . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
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4. Target Marketing—“Wherever Particular People Congregate” . . . . . . . . . . . . . . . . . . . . . . . • Marketing Pioneers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Women . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Men . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Racial and Ethnic Populations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Gay, Lesbian, Bisexual and Transgender Individuals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Case Study: Joe Camel . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Point-of-Sale Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Becoming a Part of the Social Fabric . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Case Study: Cigarette Fairies and FUBYAs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
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5. Public Relations—“If You Decide to Quit Smoking . . .” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Wolf in Sheep’s Clothing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Image Campaigns: Is the Tobacco Industry Really That Bad? . . . . . . . . . . . . . . . . . . . . . . . • Case Study: Keep America Beautiful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Case Study: Operation Ranger . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Case Study: Philip Morris USA QuitAssist . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Case Study: The Most Important Image Campaign of All—Kids . . . . . . . . . . . . . . . . . . 14
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6. Innovation—“Join the Snus Revolution” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • Not Your Grandparents’ Cigarette . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • “It Doesn’t Even Taste Like Tobacco” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • “They’re Not Cigarettes” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . • New Nicotine Delivery Devices—Snus and Orbs, Sticks and Strips . . . . . . . . . . . . . . . . . . . . 17
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8. Final Thoughts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Notes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
W W W.U N F I LT E R E D M N .O R G
7. Global Opportunism—“The American Dream” . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• International Markets—A New Frontier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• New Products for Overseas Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
• The Global Impact—1 Billion Deaths . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21
1
CHAPTER
1
Foreword
No one decides at age 15 or 25 to become
an addict. Yet that’s the path we started
on with our first cigarettes.
Most people now know enough about the dangers of smoking to quit or never start.
Tobacco ads aren’t allowed on television or billboards anymore, and you can’t smoke in
most public places. But to say that “no one smokes anymore” just isn’t true. Most
people don’t smoke, but a lot still do – over 600,000 in Minnesota alone.
People may think that they don’t see tobacco advertising these days, but the industry
still spends almost two hundred million dollars in Minnesota every year to create new
smokers and hold on to those it already has addicted.
We should know: we have been addicted to cigarettes.
The four of us are all very different people from different walks of life – a suburban
mom, a college senior, a former Army soldier, an African American businesswoman.
And there’s a range of reasons we each started smoking: “I was a rebellious teen . . .
I wanted to be skinny like the women in the ads . . . Everyone around me smoked . . .
I liked the taste of menthol . . . Smoking was part of my stylish image, like
an accessory.”
At the time we started smoking, we thought we were making the choice to smoke all
on our own. But looking back, all of us had some kind of positive association with
cigarettes – confidence, rebellion, fitting in with our peers, pleasure – before we even
took a single puff. Why? Because the tobacco industry spent billions of dollars to
create those images and associations.
The tobacco industry would love you for you to think that tobacco isn’t a problem
anymore. They want you to believe that no ones smokes anymore, and that they aren’t
spending billions to get people hooked. They’re happiest flying under the radar.
Well, we can tell you – tobacco is still a problem. As we write this, two of us still
smoke, two of us have quit. Tobacco hooks you before you even realize it. And that’s
why we’re asking you to wake up, open your eyes, and realize that tobacco ads and
images are all around you.
We all know what nicotine addiction feels like and how incredibly difficult it is to
stop smoking. We just thought you should know. We learned the hard way.
Kelly, Brad, Steve, Pamela
2
CHAPTER
2
Introduction
POP QUIZ
Question: Imagine that you are a major consumer products industry that is prohibited by law
from advertising in traditional ways. How do you continue to reach customers?
A. M
ake your products among
the most addictive of all
legally consumable products,
and continually manipulate
their ingredients to make
them even more addictive.
edesign your products and
B. R
packaging to maximize brand
loyalty among users.
C. I dentify loopholes in the laws,
and pour as much money as
possible through those loopholes
to exploit them.
D. C
reate links between your products
and defining events and social
changes, positioning the products
as symbols of independence,
cultural identity and freedom.
F. F
und programs that benefit
youth and poor communities to
buffer claims that your industry
only cares about making money,
regardless of the societal costs.
ive away samples of your
E. G
products at places where people
gather for recreation. Offer free
merchandise branded with logos
and attractive designs, so that
people become walking advertisements for your products.
G. All of the above.
Answer: If you are the tobacco
industry, the answer is “G.”
The tobacco industry still spends more than $12 billion a year marketing
its products to Americans.
THE TOBACCO PARADOX
The landscape around tobacco use in America continues to change. Recent
examples of progress include the U.S. Food and Drug Administration (FDA)
being granted authority to regulate tobacco in 2009—the most comprehensive
tobacco law to date—and more than half of U.S. states passing strong statewide
laws protecting people from secondhand smoke and helping motivate smokers to
quit. Over the last decade, the federal government and the vast majority of states
have also increased excise taxes on tobacco products. (Research has shown that
raising cigarette prices is one of the most effective ways to reduce smoking.)
During the same period, cigarette manufacturers also incurred new expenses in the
form of large legal settlements. For more than a decade, the tobacco industry has
faced lawsuit after lawsuit, brought by states and individuals looking for accountability from companies that produce deadly, addictive products and market them
to kids. Over and over, the industry has paid settlements running into the billions.
Photo credit: Sostav.ru
Here in Minnesota
In a landmark case in 1998, the
tobacco companies paid a
$6.1 billion settlement to the
state of Minnesota and
$469 million to Blue
Cross and Blue Shield of
Minnesota. The lawsuit
accused them of
deceiving Minnesotans
about the harmful
nature of tobacco
products.
The landmark Surgeon General’s Report that first linked smoking with disease was
released in 1964, more than 45 years ago. Within six years, Congress had passed
a law to prevent cigarette manufacturers from advertising on radio and television.
Since that time, scientific research and aggressive health education efforts have
created almost universal awareness among the public of tobacco’s harms.
3
age of 18), preventing current
smokers from quitting and thereby
sustaining the industry.
Most recently, in May of 2009, a
federal appeals court unanimously
upheld U.S. District Judge Gladys
Kessler’s 2006 opinion that the
tobacco industry had deceived
the public with its marketing
practices. In the scathing 1,683-page
opinion, Judge Kessler wrote:
So, how is it possible that despite
decades of research, education,
lawsuits, settlements and laws, the
tobacco industry remains one of the
leading consumer product industries
in the world? Smoking-rate declines
appear to have stalled, as 46 million
Americans—more than one in five of
the total U.S. population—continue to
smoke. Knowing that public awareness
of tobacco’s harm has continued to
rise, and that restrictions on tobacco
companies’ ability to market to youth
have been tightening for decades,
how can 20 percent of high school
students and 6 percent of middle
schoolers still be using tobacco?
[This case] is about an industry .
. . that survives, and profits, from
selling a highly addictive product
which causes diseases that lead to
a staggering number of deaths per
year, an immeasurable amount
of human suffering and economic
loss, and a profound burden on our
national health care system. [The]
defendants have known these facts
for at least 50 years or more. Despite
that knowledge, they have consistently,
repeatedly, and with enormous skill
and sophistication, denied these facts
to the public, to the government and
to the public health community.
The answer is that the tobacco
companies haven’t stopped viewing
young nonsmokers as prospective
consumers, and that they never stopped
marketing to them and other groups
as target audiences. The industry has
simply adapted to the times. Arguably,
no other business in history has been
more astute in discovering how to
adapt to a changing marketplace. Its
ingenuity and resilience in the face of
a shrinking domestic market—and
its willingness to find new markets
in the developing world—explain
why the tobacco industry continues
to thrive in spite of the decades-long
health campaign against it.
She went on to observe that, as
of 2006, the tobacco companies
were still engaging in deceptive
marketing, noting that:
The evidence in this case clearly
establishes that [the] defendants have
not ceased engaging in unlawful
activity. . . . Their continuing
conduct misleads consumers in order
to maximize [industry] revenues
by recruiting new smokers (the
majority of whom are under the
The industry also continues to have
deep pockets. In 2007, long after
strong regulations were put into place,
it spent $12.8 billion marketing its
products in the United States. And its
reach is expanding. In China, the total
number of smokers is greater than
that of the entire U.S. population.
The cost from these efforts remains
devastating. Tobacco use is still the
leading cause of preventable death
and disease, across the country and
around the world. Each year, tobacco
use claims 5 million lives worldwide
and costs at least $200 billion in health
care costs and lost productivity.
Here in Minnesota
4
•
•
•
•
•
634,000 adults are current smokers.
28.4 percent of young adults (18-24 years old) are current tobacco users.
85,000 middle and high school students smoke.
More than 5,500 people die every year of diseases caused by tobacco use.
Tobacco-related illness and disease cause more than $2 billion in excess
health care costs.
Tobacco use is a social phenomenon largely propelled by mass media over the past century, led by tobacco
industry professionals who constantly change strategies to reach their goals.
They combine the resourcefulness of a profit-making industry with a changing media and regulatory landscape
to sell a product that remains our greatest public health challenge. We will not remove tobacco from our
society unless we are willing to understand the industry’s constantly changing tactics.
— Dr. Tim Johnson, ABC News Medical Editor, August 2008
THE RULES MAY CHANGE, BUT THE GAME IS THE SAME
Just because tobacco products aren’t advertised on American television or billboards
or in ballparks anymore, it’s easy to think the tobacco industry has scaled back its
efforts to attract and keep its customers. Nothing could be further from the truth.
The hallmark of the tobacco industry is its ability to adapt to restrictions
placed on it and its products. The tobacco industry focuses on five strategies:
our cultural landscape.
By making tobacco part of mainstream
American culture, the industry makes
its products more acceptable and
accessible. And products that are
seen as an integral part of
American life are much harder to
regulate or campaign against.
3 Launching public relations
campaigns.
The tobacco industry spends billions
on community giving to improve
its public image. It has even funded
campaigns alleging to help tobacco
users—its own customers—quit
smoking. Through these efforts,
tobacco companies position themselves
as “good corporate citizens,” but
such tactics also insulate them
from criticisms and regulations.
4 Reinventing itself and
its products to adapt to a
changing landscape.
2 Using targeted marketing
campaigns.
Creating campaigns for specific groups
has been an important strategy for
tobacco companies. Men, women,
youth, young adults and minorities are
all targeted with specific messages and
products from the tobacco industry.
Photo credit: Trinkets & Trash, China Foto Press
New, addictive products are
being developed in response to
social and cultural changes, such
as smoke-free laws and health
concerns about cigarettes.
5 Creating spheres of influence
beyond the United States.
As the tobacco market in the United
States has declined due to increasing
public awareness and legal restrictions,
the industry has set its sights on the
developing world. Strategies that
are no longer tolerated in the
United States are now at work in
these countries, where knowledge
of tobacco’s health impacts is not
yet widespread.
Again and again, these strategies
have been executed to the benefit
of the industry’s bottom line and
to the detriment of health. This
report provides an unfiltered look
at how tobacco companies have
ingrained themselves into our culture
and gives new examples of how
they are targeting nonsmokers and
young people and keeping existing
customers hooked. Despite decades
of momentum in lowering smoking
rates, we must still be vigilant about
the tobacco industry’s changing tactics.
With this report, we hope to start a
conversation about a problem that
increasingly is hidden in plain sight.
1 Making tobacco use a part of
5
CHAPTER
3
C U LT U R A L I N T EG R AT I O N
“Just What the Doctor Ordered”
TOBACCO IS INGRAINED IN OUR CULTURE
The history of tobacco use in
our country is long and complex.
Historically, tobacco played (and still
plays) a sacred role among American
Indian tribes, for whom the plant is a
source of spiritual guidance. Within
60 years of arriving in North America,
European settlers recognized the
commercial viability of tobacco and
were exporting it back across the
Atlantic. The slave trade was built on
plantation owners’ desire for cheap
labor to work in their tobacco fields.
Tobacco is ingrained so deeply in
American history
that the plant’s
leaves are carved
into the columns of
the U.S. Capitol.
By the late 19th and early 20th
centuries, cigarettes were being massproduced, and tobacco companies
embarked on unprecedented marketing
campaigns to promote them,
employing tactics like advertising on
baseball trading cards. And, indeed,
the tobacco industry’s greatest success
in the past century has been to
position smoking as an integral part
of American culture, something as
American as baseball. For the past
100 years, the tobacco industry has
had a hand in defining the events
and social changes of every era.
Free cigarettes distributed
to soldiers during wars.
During World Wars I and II, the
Korean War and the Vietnam War,
free cigarettes—often donated by the
tobacco companies in a display of
“patriotism”—were a part of combat
rations and hooked generations of
soldiers. The U.S. Department of
Defense stopped the practice in
1986, but the tobacco industry has
continued fighting to maintain its
ties to the military. In 2000, the
Department of Defense ordered that
tobacco prices on military bases be
kept at least 5 percent cheaper than
those at the closest retail store, and
as recently as 2007, research found
that tobacco lobbyists were pressuring
lawmakers to keep tobacco prices in
military stores as low as possible.
And throughout conflicts in the 1990s
and 2000s, soldiers stationed in the
Middle East continued to receive free
tobacco products from companies like
Philip Morris, Brown & Williamson
and Swisher International.
Photo credit: GrandTradition.net
You ask me what I need to win this war. I answer tobacco as much as bullets.
6
— World War I General
John J. “Black Jack” Pershing
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Smoking as a symbol of women’s liberation and independence.
Before the 1920s, cigarette smoking by women was rare. But with new, rebellious social attitudes in the
Roaring Twenties, smoking was pitched as a way for women to express expectations of independence
and equality. The American Tobacco Company even organized a women’s rights group to march in
a New York parade in 1929, instructing marchers to light up “Torches of Freedom”—Lucky Strike
cigarettes—at the most dramatic moment. As early as the 1930s, cigarettes were also marketed as tools
for women to stay thin and were advertised with such slogans as “Reach for a Lucky Instead of a Sweet.”
The popularity of cigarettes continued to grow for women (and men) during the 1930s, 1940s and
1950s, despite increasing concerns about health risks. By the mid-1960s, the second wave of the
feminist movement had arrived, and tobacco companies saw the opportunity to develop a cigarette
especially for women. The most popular cigarette to emerge at this time was Virginia Slims, again
marketed with the same themes: smoking helps control weight, smoking is fashionable, smoking
is a symbol of independence. The Virginia Slims slogan, “You’ve Come A Long Way, Baby,” has
become legendary.
I said, “What’s the most masculine symbol you can think of?”
And right off the top of his head, one of these writers spoke up
and said a cowboy. And I said, “That’s for sure.”
— Advertising executive Leo Burnett, whose agency created the Marlboro Man
In the 1930s and 1940s, when movie
studios controlled their stars, tobacco
companies paid Hollywood A-listers
big money to endorse certain brands
of cigarettes. In exchange for the
endorsements, movie studio heads
received nationwide print and radio
ads in lucrative “crossover” deals. In
all, almost 200 of the most popular
actors—including Lucille Ball, Jimmy
Stewart and Clark Gable— took part
in cigarette endorsements in those
two decades. And celebrities didn’t
have to be of flesh and blood to get
endorsement deals; even Santa Claus
was drafted as a cigarette pitchman.
Doctors’ endorsement of brands
to quell health concerns.
As public concern
about tobacco’s health
risks emerged in
the 1940s, cigarette
companies used
doctors and dentists to
endorse the products.
Actress Barbara Stanwyck pitched
newly filtered L&M cigarettes as “Just
What the Doctor Ordered.” And R.J.
Reynolds’s “More Doctors Smoke
Camels” campaign sought to alleviate
health concerns by showing that
respected physicians were also smokers.
Marlboro Man as a symbol of
rugged independence.
Marlboro actually started as a premium
cigarette for women, but the brand
was never able to take hold. Not, at
least, until Philip Morris re-imagined
the brand as one appealing to men.
The Marlboro Man image was
crafted to present American men,
who increasingly viewed themselves
as overly domesticated, with fantasy
reflections of themselves as free
spirits, cowboys and pioneers.
Photo credit: Stanford School of Medicine, Trinkets & Trash,
The Visual Telling of Stories (fulltable.com)
Tobacco products placed in
movies, television shows and
video games.
Smoking has always figured in motion
pictures, but it isn’t simply a case of art
imitating life. By the 1940s, tobacco
companies were paying to have their
products placed in films, knowing that
a cigarette in the hands of movie stars
like Humphrey Bogart and Lauren
Bacall would be more influential
than advertisements could be.
Television soon became another
medium for cigarette promotions
through tobacco companies’
sponsorship of popular programs.
When Congress banned cigarette
advertising from television in the
early 1970s, cigarettes continued
to turn up on TV in the hands of
actors. Even after restrictions further
tightened on tobacco marketing
to kids, smoking is still present in
a huge volume of movies aimed
at them, and cigarettes are even
featured in popular video games.
Celebrity endorsers of brands
to represent a sought-after
appearance and lifestyle.
7
CHAPTER
4
TA R G E T M A R K E T I N G
“Wherever Particular People Congregate”
MARKETING PIONEERS
Tobacco companies have long enjoyed
a reputation as the most able marketers
in the world, and for good reason. Not
only do tobacco companies excel at
developing iconic symbols and slogans,
no other industry can match the war
chest they have to work with. In fact,
in 2007—decades after it was barred
from placing ads on television, the
most expensive advertising venue—
the tobacco industry was still spending
$12.8 billion a year marketing its
products domestically. Again, this is
money the industry spent long after
legal restrictions designed to prevent
it from marketing broadly went
into place.
As with any business, communicating
with existing and potential customers
is central to the tobacco companies’
ability to survive. With traditional
modes of communication cut off,
what is responsible for the industry’s
continued marketing success?
Target marketing should be given
a significant amount of credit. In
the early 20th century, the tobacco
industry abandoned a “one-size-fitsall” approach to advertising when
marketers realized tying tobacco to
images with resonance for particular
groups was far more effective. Over
the decades that followed, ads
targeting specific markets have allowed
tobacco to penetrate a wide diversity
of groups and communities. Although
the messages and messengers might
be different in today’s changing media
landscape, tobacco marketing is no
less effective today than it was in
the 1950s.
In Minnesota, the tobacco
industry spent $196.6 million
marketing its products in 2007.
It strains the imagination to think this campaign is aimed at anybody other than 15-, 16-,
17-year-old girls—something that’s pretty morally repugnant.
— U.S. Sen. Sherrod Brown (D-Ohio), holding up a Camel No. 9 ad that was mailed to smokers’ homes, at a Senate hearing in 2007
WOMEN
The tobacco industry tied its products to the concept of women’s equality,
independence, beauty and weight control in the early and mid-20th century. That
approach did not stop with the classic Virginia Slims ads of the 1960s and 1970s, and
it did not stop with the increasing limitations on the industry’s ability to market in the
late part of the century.
8
In 2007, R.J. Reynolds launched a new brand aimed at women and marketed with
an air of Sex and the City-style glamour. Camel No. 9s (the name echoes Chanel’s
numbered fragrances) are packaged in shiny boxes with pink and teal decorations. Slogans include “Light and Luscious”
and “Now Available in Stiletto” for “the Most Fashion-Forward Woman.” Free samples were given out at “launch parties” at
nightclubs across the country, often with free massages and gift bags. According to Camel
representative Cressida Lozano, Camel No. 9s were developed for women who said they
liked Camel’s “irreverence” and “authenticity,” but didn’t feel Camel products were “meant
for them.” In truth, Reynolds had realized only 30 percent of its customers were female and
wanted to improve its bottom line by reaching women.
Not to be outdone, Philip Morris USA unveiled yet another makeover of Virginia Slims
(the 11th) in 2008, with new “purse packs”: small, rectangular cigarette packs containing
Photo credit: Trinkets & Trash, InStyle
“Superslim” cigarettes. The purse packs resemble cosmetics packages and fit easily into small
purses. The cigarettes are available in “Superslims Lights” and “Superslims Ultra Lights”—the
terms “slim” and “light” as well as the design of the cigarettes themselves continuing the
tobacco industry’s history of associating smoking with weight control.
Another thing these campaigns for women all have in common: they downplay or
avoid the impact of tobacco on women’s health. And it’s not just women who
are targeted. Despite being ostensibly “for adults,” the marketing—with its
associations of glamour, freedom and sexual attractiveness—has great appeal
for girls who are also seeking to be attractive, mature, independent and thin.
In a world that was becoming increasingly complex and frustrating
for the ordinary man, the cowboy represented the antithesis – a man
whose environment was simplistic and relatively pressure-free. He
was his own man in a world he owned.
— Jack Landry, Marlboro brand manager, 2002
Two words: Marlboro Man. Could
there be a more iconic representation of what a strong and masculine
man desires to be? After five decades,
the Marlboro brand remains one of
the most valuable and well-known
consumer product brands in the world.
The Marlboro Man has come and
gone, but tobacco ads that target men
still use many of the same messages—
playing to their desires to be strong
and masculine, successful and athletic.
Men continue to dominate tobacco
consumption, smoking more and
using more smokeless tobacco than do
women in all demographic groups.
For decades, tobacco advertising
for men has depicted them as
powerful, adventurous, rugged and
independent. “Marlboro Country”
became synonymous with masculinity,
and the iconic images created for the
brand depicted an idealized western
frontier—pure Americana. Even
during the 1950s and 1960s, when
American culture was becoming more
complicated, the Marlboro brand
appealed to American sensibilities
and the desire for freedom and
simplicity in an increasingly
urbanized society.
Tobacco marketing also seeks to create
an impression among male consumers
that tobacco products make them
sexually attractive to women. Perhaps
the most notable examples come
from smokeless tobacco manufacturers, which are not bound by the same
marketing restrictions as cigarette
makers and which frequently use
sexually provocative images in their
advertising. A 2008 promotion
campaign for Skoal—whose slogan
is “Welcome to the Brotherhood”—
partnered with Playboy magazine,
giving participants the chance to
The point of “Welcome to the Brotherhood” is to
embrace the dippers who are already a part of
this brand and is intended to show that this is a
brand that I as an adult smoker might want to be
a part of.
— Thano Chaltas, Vice President of Marketing for U.S. Smokeless Tobacco
Company, 2008
Photo credit: Trinkets & Trash
vote for one of 12 Skoal models who
would be featured in a pictorial.
The promotion was intended not
just to appeal to existing smokeless
customers but also to lure new ones
who had previously used cigarettes.
RACIAL AND ETHNIC
POPULATIONS
The prevalence of tobacco use
among some communities of color is
considerably higher than that of the
general population; rates of quitting are
much lower. Not surprisingly, tobacco
companies have been extremely
proactive in researching and developing
strategies to reach these groups.
Brown & Williamson started
advertising its Kool brand of menthol
cigarettes to African American men
in the late 1960s, using African
American models and language that
reflected the “black experience.”
It quickly became the top-selling
MEN
9
We don’t smoke that sh*t,
we just sell it. We reserve the
right to smoke for the young, the
poor, the black and the stupid.
— Attributed to an R.J. Reynolds executive
by former Winston Man David Goerlitz
cigarette brand for African American
smokers and remains one of the most
popular today. Since then, tobacco
companies have continued to flood
African American communities with
messages promoting tobacco products,
often incorporating culturally specific
images and popular music, like hip
hop, to create an impression that
smoking is part of the lifestyle of
successful, affluent African Americans.
A 2007 study found that there were
more than 2.6 times more tobacco ads
per capita in U.S. neighborhoods with
majority African American populations
than in other neighborhoods.
The industry has also reached out
to Chicanos Latinos, conducting
market testing in cities with large
Latino populations like Los Angeles,
Miami and San Antonio. Brands
with names like
“Rio” and “Dorado” have been used
to target this specific group. And
Philip Morris’s 1994 “Marlboro
Hispanic Marketing Plan” recognized
that car racing was a popular sport
among this population; as a result,
racing concepts were used heavily in
promotional materials and advertising
for Marlboro cigarettes at that time.
Even though
opposition to this
kind of targeted
advertising
has been loud
and visible, the
tobacco industry
has countered
it with imagemanagement tactics, such as significant
corporate giving to community
groups and social causes that are
important to these populations.
GAY, LESBIAN, BISEXUAL
AND TRANSGENDER
(GLBT) INDIVIDUALS
GLBT individuals are 40-70 percent
more likely to smoke than non-GLBT
people, exceeding nearly all other
demographic groups. Tobacco
companies
began to target
this population
with ads that
were covert
and coded to
be sexually
ambiguous
in ways
that would resonate with GLBT
audiences but avoid charges of
blatant targeting. Eventually, the
industry would get more direct in
its messages and imagery, and place
its ads in GLBT publications.
Similar to the strategy used for
racial and ethnic populations, the
GLBT-focused advertising efforts
have been complemented with
donations to events and organizations, especially HIV/AIDS-related
charities, which help create goodwill
toward tobacco companies and
foster loyalty to their brands. In fact,
loyalty to tobacco brands and tobacco
companies is significant among the
GLBT community because traditional
advertisers and corporate sponsors
have typically neglected them.
The African American, Hispanic and Asian populations are all significantly outpacing the
growth of the white population. . . . In addition to making up an important consumer market
with substantial buying power, these groups tend to provide strong consumer, editorial and
legislative support to companies that demonstrate concern for minority issues.
— R.J. Reynolds 1993 Program Accountabilities Mission Statement
KIDS
10
Even though buying tobacco products
has long been illegal for people under
18 years of age, the battle among
the tobacco companies for this
demographic group has been—and
remains—fierce. Because most smokers
do not change brands once they have
settled on their first steady choice, it’s
strategically important for manufacturers to hook them as early as possible.
The result: 80-90 percent of smokers
still start before their 18th birthday.
Despite being allegedly aimed at
“young adults,” tobacco advertising has
many of the hallmarks of advertising
traditionally aimed at adolescents and
children. Specifically, tobacco ads tend
to target the psychological needs of
adolescents, such as popularity, peer
acceptance and positive self-image.
The
advertising
creates the
perception
that
smoking will satisfy these needs.
Historically, the industry has also
created and distributed bright, colorful,
branded merchandise that appealed
to even the youngest children.
Photo credit: Trinkets & Trash,
National LGBT Tobacco Control Network
Movies Featuring
Philip Morris Product
Placements,
1978-1988:
The Muppet Movie
Grease
Rocky II
Airplane!
Little Shop of Horrors
Crocodile Dundee
Die Hard
Who Framed Roger Rabbit?
Field of Dreams
TOBACCO IN MOVIES
AND VIDEO GAMES
Filmmakers and actors were recruited
to pitch cigarettes during Hollywood’s
Golden Age, but the practice of
placing tobacco products in movies
still exists. The motion picture industry
today is aiming for a far younger
audience than it was in the 1940s. At
a time when box-office blockbusters
like Jaws and Star Wars were drawing
kids to movie theaters like never
before, tobacco companies were paying
Hollywood agencies many hundreds
of thousands of dollars a year to have
cigarettes placed in films. Between
1978 and 1988, Philip Morris products
were placed in more than 191 movies,
many of which had PG-13, PG or
even G ratings from the Motion
Picture Association of America.
Facing criticism, the tobacco industry
claimed it stopped paying for product
placements in films in the 1980s.
But documents that came to light as
part of the tobacco trials of the 1990s
show that as late as 1994, companies
were still paying large sums to place
cigarettes in movies without reporting
Selected Movies
Featuring Smoking,
2000-2009:
102 Dalmatians
The Adventures of Rocky &
Bullwinkle
Agent Cody Banks 2:
Destination London
Arthur and the Invisibles
Barnyard
The Chronicles of Narnia:
The Lion, the Witch and the
Wardrobe
Corpse Bride
Curious George
Daddy Day Care
Disney’s A Christmas Carol
Elf
The Fantastic Mr. Fox
The Incredibles
The Little Vampire
it to the Federal Trade Commission. A
study by the National Cancer Institute
found that as late as 2002, smoking
was still depicted in 74 percent of all
movies. A study by the University of
California, San Francisco, concluded
that “in 2002 smoking in movies was
as common as it was in 1950” and
that “the total amount of smoking in
movies was greater in youth-rated
(G/PG/PG-13) films than
adult-rated (R) films.”
Movies aren’t the only venue for
modern tobacco promotions. Video
games are a $9.4 billion business in the
United States, with sales higher than
that of the movie box office. Research
shows that younger audiences
regard video games as an even more
important form of entertainment than
television. Because of that, advertisers
Madagascar: Escape
2 Africa
My Dog Skip
Nutty Professor II: The
Klumps
The Pink Panther
Pirates of the Caribbean:
Dead Man’s Chest
Scooby Doo 2: Monsters
Unleashed
Shark Tale
Speed Racer
Spider-Man
Spirit: Stallion of the
Cimarron
The SpongeBob
SquarePants Movie
Star Wars: The Clone Wars
Treasure Planet
Tuck Everlasting
Wallace & Gromit in The
Curse of the Were-Rabbit
will pay giant sums of money to
place products in video games.
Strong evidence links adolescent
smoking with tobacco products in
films, video games and television.
In the game The Chronicles of Riddick:
Escape from Butcher Bay (rated
“Mature” —i.e., intended for 17 and
older—but also appealing to younger
teens), cigarettes are used as a reward,
with each pack found by the player
revealing bonus materials. In the game,
cigarettes are made to seem cool and
health warning labels are mocked.
CASE STUDY: Joe Camel
A 1991 Journal of the American Medical Association study revealed that
“Old Joe” was more recognizable to five- and six-year-olds than
Mickey Mouse. From 1987-1991, Camel’s share of under-18
customers rose from 0.5 percent to 32.8 percent.
Photo credit: Vivendi Games, The Walt Disney Company,
Bowling Green State University
The cartoon character Joe Camel was introduced to U.S. consumers in 1988 and
quickly became one of the most recognized images in popular culture, even
among very young children.
11
POINT-OF-SALE ADVERTISING
payments to retailers and wholesalers,
outdoor ads of the type featured at
convenience stores and other pointof-sale advertising. This is a huge
portion of their overall spending, and
it is important to remember that the
industry doesn’t make its marketing
decisions by accident. If point-ofsale marketing weren’t the most
effective remaining tool in the tobacco
companies’ arsenal, they wouldn’t
devote so much of their resources to it.
The tobacco industry uses another
tactic to target these groups and to
make sure its advertising remains
hidden in plain sight. The tobacco
companies pay to advertise their
products in places where they know
smokers will see them—the places
where they go to buy cigarettes.
Called point-of-sale advertising,
this is where tobacco manufacturers pay retailers to place ads inside
and outside their stores in plain
view of customers, and to shelve
their products in attractive displays
where they can be easily seen—in
fact, where they can’t be missed.
Many people are unaware of just
how engineered the interiors of
convenience stores are. Store displays
aren’t designed at random; they are
manipulated by product manufacturers to maximize sales—in the
case of tobacco, sales of a deadly,
addictive product. Point-of-sale
marketing provides a huge financial
incentive for store owners, and
frequently the companies set their
point-of-sale marketing tactics
into stone through contracts with
stores, making it difficult for
retailers to change their displays
so that they are less prominent.
In 2006, 83 percent of the tobacco
industry’s declared marketing
expenditures were on promotional
Current smokers are kept hooked by
this type of marketing, but they aren’t
the only ones affected. Frequently, and
despite restrictions on the shelving
of cigarettes, tobacco products are
displayed and advertised at the eye
level of a child. Adolescents are also
particularly vulnerable to point-ofsale marketing, and research shows
point-of-sale marketing increases
in stores known to be frequented by
teens. Knowing that those of low
socioeconomic status smoke at higher
rates than the general population,
the industry also makes sure to
place these advertisements in poorer
communities. Research has shown
that the most point-of-sale tobacco
advertising is found in neighborhoods
with a low socioeconomic profile.
A 2007 study on point-of-sale advertising in Ramsey County found an average of 14 tobacco
ads per retail store. The highest number of advertisements found in a single retail store was 81.
BECOMING A PART OF THE SOCIAL FABRIC
There are two parts to any successful marketing strategy: developing the right
message for the right audience and then delivering the message with efficiency.
The tobacco industry has mastered the ability to become part of the fabric of
existing and potential customers’ lives.
12
When the industry was blocked from using traditional avenues of marketing, such
as television, it simply developed new methods. Most people don’t comprehend
that the industry still spends $12.8 billion a year marketing its products. That is
because the marketing seems all but invisible to nonsmokers and policymakers.
But, in reality, the industry has pioneered marketing methods that speak directly
to its target audiences, including promotions and events, and direct consumer and
point-of-sale marketing. Here are examples of promotions targeting young adults.
Photo credit: Association for Nonsmokers—Minnesota
Alison Stumpf
Here in Minnesota—Minneapolis Camel No. 9 Event
The Camel No. 9 launch event came to Minneapolis in November 2007. It was called
the “Camel No. 9 One Night in Vegas VIP Party,” with guests invited to attend “8-10
p.m. . . . free drinks, food and hair and make-up, we’ll also be shuttling people to the
[First Avenue nightclub] Annex event starting around 10 p.m.”
(P. Heuring, personal communication, October 29, 2007)
CASE STUDY: Cigarette Fairies and FUBYAs
base pay plus a $4,165 bonus, full
benefits, company car and cell
phone allowance.
“Cigarette Fairies” are young,
attractive individuals, usually
female, who are hired by tobacco
companies to go to bars and
promote tobacco products. Their
job is to socialize with young
adults, learn about their tobacco
preferences, collect their personal
information, and offer samples of
or coupons for the latest brand
of cigarettes.
Whether it’s a Cigarette Fairy or a
Camel Sales Representative, the
strategy is the same, and it’s not
new. It’s called trend influence
marketing, and it is one secret to
the tobacco industry’s marketing
success.
On its website, R.J. Reynolds
doesn’t list “Cigarette Fairy” in its
job openings section. However, the
position “Sales Representative/
Trade Marketing” has very similar
responsibilities. The company seeks:
. . . energetic salespeople who
can engage, educate and connect
with our adult tobacco customers.
We want to engage adult tobacco
customers in a “1 to 1” manner
with the purpose of gaining trial
and conversion to RJRT brands.
The job requires “a willingness
to work untraditional (after 5:00
p.m.) business hours” and “a
passion for tobacco.” The job is also
lucrative, particularly in these tough
economic times: $41,652 yearly
The tobacco industry also knows
that one of the most important
and consistent characteristics of
smokers is that most of them stick
with the first brand of cigarettes
they use regularly. Young adults
(18- to 24-year-olds) are a very
important target population
because this age group is going
through a time of transition and
experimentation, and is tremendously influenced by its peers. In
tobacco industry documents, this
group has been referred to with the
acronym “FUBYAs,” which means
“first usual brand, young adult
smokers.”
Tobacco companies
spend millions
marketing to
FUBYAs and
researching the
best ways to
I get paid to hand out cigarettes, go to free gigs
and to smoke. Camel [is] clever about the
smoking ban. We’re all over the place… all
over America. It’s a sweet job.
— A Camel “Cigarette Fairy” employed by R.J. Reynolds,
quoted in Sky News, October 2008
Photo credit: Association for Nonsmokers—Minnesota,
Trinkets & Trash
do so. In their attempts to reach
young adults, the companies
rely heavily on trend influence
and direct marketing. This kind
of marketing depends on strong
alliances with bars, clubs and
alternative newspapers, making
this strategy particularly effective
with young adults. In 2005, the
tobacco industry spent more than
$1 million a day sponsoring events
and giveaways targeting college
students, and today, nearly 20
percent of today’s college students
are regular smokers.
A good example of outreach to
FUBYAs would be the events R.J.
Reynolds sponsored as it launched
its new Camel No. 9 cigarettes for
female smokers in 2007. Elaborate
parties were held in bars and clubs
across the country and promoted
as “girls’ nights out,” with women
receiving free cigarettes,
massages and hairstyling
services and taking home
gift bags that included
makeup, jewelry and other
Camel-branded items.
Have you ever met a “Cigarette
Fairy”? If you’re not in the 21-30 age
group, your chances are slim.
13
CHAPTER
5
P U B L I C R E L AT I O N S
“If You Decide to Quit Smoking . . .”
WOLF IN SHEEP’S CLOTHING
Traditionally, public relations has been a critical tool in the tobacco industry’s toolbox. Corporate sponsorships of events and
social causes, from women’s rights to HIV/AIDS research, have long been used as a key public relations strategy for tobacco
companies. These campaigns encourage people to view them as less dishonest, less culpable for smoking among adults and
children, and more responsible and favorable overall. While overall public opinion of the tobacco industry has been very poor,
image campaigns have been successful in garnering support among some individuals and communities. And whenever new
government regulations on tobacco are proposed, the industry’s lobbyists are quick to remind lawmakers of the charitable giving
that would be lost if the companies suffer.
Image Campaigns: Is the Tobacco
Industry Really That Bad?
The tobacco industry’s image
campaigns don’t try to tell people
that tobacco products are safe or even
to promote the products. Instead,
they use clever marketing tactics to
bolster the industry’s public image
and instill doubt that the tobacco
companies are really as bad as
some have made them out to be.
The tobacco industry has spent
billions of dollars on corporate
sponsorships for various philanthropic and social causes, ranging
from sporting events and arts and
entertainment, including many efforts
that benefit youth. This money is well
spent because in addition to expanding
awareness of the company names
and logos, corporate sponsorships
increase perceptions that the tobacco
companies are socially responsible and
care about their customers and the
issues that are important to them.
And the industry works very hard to
spread the word about its contributions. In 1999, Philip Morris spent
$100 million on a corporate image
campaign to tout its charitable
giving—more than the $75 million
it spent in actual donations.
CASE STUDY: Keep America Beautiful
Keep America Beautiful is the
best-known litter awareness
organization in the nation. The
national nonprofit is committed to
preventing littering and encouraging recycling and environmentally
responsible trash disposal methods.
What isn’t as well known is that
for decades, it has received much
of its funding from the major
tobacco companies, which use this
relationship to help downplay the
environmental issue of litter from
cigarette butts.
14
Nearly 370 billion cigarettes smoked
in the United States each year
result in about 135 million pounds of
cigarette butts, and most cigarette
filters aren’t biodegradable. By
creating a funding partnership
with Keep America Beautiful, the
tobacco industry seeks to enrage
people about cigarette litter… but
it also shifts the conversation away
from itself so that it doesn’t have
to address its own responsibility for
the waste. (Since their development,
filters have been an important
marketing tool to make cigarettes
seem “lighter,” “healthier” and
easier to smoke.)
argument goes, if they are helping
us reduce cigarette litter in our
communities, how bad can the
tobacco companies be?
Local elected officials are especially
interested in addressing litter issues
in their communities, so they are
often eager to receive resources
from Keep America Beautiful. And
the perception of goodwill created
by this campaign helps to blunt
arguments for local tobacco
control policies. After all, the
Photo credit: Keep America Beautiful
CASE STUDY: Operation Ranger
In 2002, the
U.S. Smokeless
Tobacco
Company
(UST), maker
of Skoal and
Copenhagen products, started its
Operation Ranger program, which
provides off-road utility vehicles
to emergency response services
across the nation. These vehicles
are tremendously expensive, and
since most small communities have
meager resources and often rely on
volunteer responders, a free vehicle
is a tremendous gift. According to
UST’s website:
The Operation Ranger program
exists both to recognize the
service of our nation’s emergency
responders and to provide a
versatile, practical vehicle that
will enhance emergency response
capability at the community level.
More than 400 vehicles have been
provided across all 50 states,
including nearly a dozen vehicles
in Minnesota. At face value, giving
utility vehicles has little to do with
marketing tobacco products. But
the positive image of UST for its
generous donation has everything
to do with the way it is perceived
in the community. And these gifts
aren’t given to the volunteers
It just isn’t right to have
tobacco cessation talks in
our schools on the one hand,
and have an article in the
paper about how we’re using
tobacco money to help our
search and rescue efforts.
— Brad Basse, Hot Springs County (Wyoming)
Commissioner, 2006
themselves; instead, they are
given to the law enforcement
agencies whose job it is to enforce
tobacco laws.
CASE STUDY: Philip Morris USA QuitAssist
Billing itself as a quit-smoking
“information resource,” the
Philip Morris-branded site, called
QuitAssist, provides links to quitsmoking programs and testimonials from former smokers. Copy on
the site acknowledges QuitAssist’s
inherent conflict of interest:
QuitAssist is a voluntary effort by
Philip Morris USA. We realize that
to some it may seem contradictory for a cigarette manufacturer to
help smokers who have decided
to quit succeed. But, smoking
causes serious diseases and is
addictive. It can be difficult to quit
smoking and many smokers who
try to quit do not succeed. We
hope that this QuitAssist resource
will help smokers who have
decided to quit be successful.
Not mentioned on the site is that
“helping smokers quit” is one way
for the world’s largest cigarette
maker to try to distance itself from
Photo credit: UTVGuide.net, Philip Morris USA
the harm, disease and death for
which its own products are responsible. By casting itself as part of the
solution, Philip Morris is deflecting
attention away from itself as the
direct cause of the problem.
More than that, because the
QuitAssist site does not sell
tobacco, Philip Morris can advertise
the site—and its corporate image—
on television and radio, which it
does in both English and Spanish.
As if that weren’t bad enough,
Philip Morris even went so far as to
have QuitAssist brochures placed
in doctors’ and dentists’ offices and
This is one of the proposals
we shall initiate to show that
we as an industry are doing
something about discouraging
young people to smoke. This
of course is a phony way of
showing sincerity as we all
well know.
— From a 1973 memo summarizing a meeting
of representatives from the major cigarette
companies, including Philip Morris, R.J.
Reynolds and British America Tobacco
advertised on the popular online
health portal WebMD.
With these tactics, the company is
not only reaching millions of new
potential customers with the Philip
Morris brand, it is associating that
brand with health and wellness—
the antithesis of the death and
disease that are the true nature of
its business. And other cigarette
manufacturers are following Philip
Morris’s lead: in 2009, R.J. Reynolds
announced it was buying a company
that makes nicotine—replacement
gum intended to help people quit
smoking.
Another recent
example of a
tobacco industry
image-management tactic is
a surprising one: a quit-smoking
website run by Philip Morris USA.
15
CASE STUDY: The Most Important Image Campaign of All—Kids
Perhaps the most shocking example
is how tobacco companies have
given—and continue to give—
hundreds of millions of dollars to
educational and other youth-serving groups, including some of the
nation’s largest youth organizations.
From 2005-2009, Philip Morris USA
gave $25 million to the National
4-H Council. Since 1998, Philip
Morris has donated $230 million to
other youth-serving organizations,
such as Big Brothers Big Sisters
of America, the Forum for Youth
Investment, and Boys & Girls Clubs
of America.
The tobacco companies say the
funding is for “youth smoking
prevention” and “healthy development” programs, including teaching
kids to resist peer pressure. But
there is a basic and obvious conflict
of interest between organizations
committed to the development
of young people and an industry
committed to selling its addictive
products to them. After all, the—
future of the tobacco industry
depends on its ability to attract a
generation of new customers.
When organizations accept
tobacco industry money, they
are giving legitimacy to the
tobacco industry. They may
well be compromising their
own mission.
— Bernadette Chlebeck, Community Organizer
with Ramsey Tobacco Coalition (Minnesota),
2009
Accepting tobacco industry support
for youth programs also sends a
dangerous mixed message to kids:
It’s wrong to smoke cigarettes, but
it’s OK to take money from the very
industry that is trying to addict you.
Still, this has been a tremendously effective marketing
strategy for the tobacco
industry. Not only does
it allow the companies
to raise their brand
awareness with kids,
it also creates a
perception among
communities and
They represent tomorrow’s cigarette business. . . .
As this 14-24 age group matures, they will
account for a key share of the total cigarette
volume—for at least the next 25 years.
— From a 1974 R.J. Reynolds marketing plan presented to the
company’s board of directors
16
lawmakers that the industry is part
of the youth-smoking solution,
rather than what it actually is—the
cause of the problem. How bad
can the tobacco industry be when
it is so generously investing in the
wellbeing of our children?
CHAPTER
6
I N N OVAT I O N
“Join the Snus Revolution”
NOT YOUR GRANDPARENTS’ CIGARETTE
Many current tobacco marketing
tactics have emerged in response
to positive developments in recent
decades: widespread knowledge of
the dangers of cigarettes; record
low smoking rates and less smoking
in public places; and the release of
internal documents exposing tobacco
companies’ deceptive practices
and their knowledge of cigarettes’
deadly and addictive qualities.
But as awareness of smoking’s harm
has grown, and as American markets
have gradually turned away from
old-fashioned cigarettes, the industry
has responded by adding sweet flavors
to existing products to appeal to
younger palates. Historically, flavored
cigarettes have been a gateway for
many children and young adults to
become regular smokers; studies have
shown that 17-year-old smokers are
three times as likely to use flavored
cigarettes as smokers over the age of 25.
But flavoring cigarettes is not
the industry’s only trick. Tobacco
companies are also now developing
new smokeless products that, while
still harmful and addictive, do not
carry the stigma that cigarettes
have earned in this country.
“It Doesn’t Even Taste
Like Tobacco”
In a move that shows how interested
the industry remains in reaching
young people, tobacco manufacturers have developed many products
with strong, sweet, artificial flavors.
These products are designed to appeal
to “young adults” who are likely
new smokers and not accustomed
to the strong taste of tobacco.
Once again,
R.J. Reynolds
in particular
has shown itself
to be a master
innovator,
creating Camel
“Exotic Blends”
in more than a dozen flavors, including
“Twista Lime,” the coconut and
pineapple-flavored “Kauai Kolada,”
“Warm Winter Toffee” and “Winter
Mocha Mint.” Another popular line
of Camel cigarettes is liquor-flavored,
with catchy names such as “SnakeEyes
Scotch,” “ScrewDriver Slots” and
“BlackJack Gin.” The company’s
direct-mail marketing campaign
for these cigarettes included drink
coasters with cocktail recipes and
messages that encouraged drinking.
Reynolds is not the only company
experimenting, however. Brown &
Williamson introduced flavored
versions of its Kool cigarettes with
names like “Caribbean Chill,”
“Midnight Berry,” “Mocha Taboo”
and “Mintrigue.” And the U.S.
Smokeless Tobacco Company created
spit tobacco with flavors including
berry blend, mint, wintergreen,
apple blend, vanilla and cherry.
External developments are already
affecting the tobacco industry’s
ability to develop in this way. In
September 2009, acting under its
new authority over tobacco, the
FDA banned all cigarettes with
fruit, candy or clove flavors.
They’re a mechanism to introduce a new generation of young people
to tobacco products. You never see a long-term smoker smoking a
chocolate, mocha mint, vanilla or strawberry cigarette.
“They’re Not Cigarettes”
Cigar manufacturers are already capitalizing on the FDA flavor ban, which only
applies to cigarettes. Their “little cigars” are filtered products that are the same
size as cigarettes and that often include candy or fruit flavoring. One popular
brand, Swisher Sweets, are little cigars with colorful packaging and sweet flavors,
— Matthew Myers, President of the Campaign for Tobacco-Free Kids, September 2009
17
including strawberry, chocolate, peach, grape, rum and tequila. These products are hard to distinguish from candy displays,
which they’re often near in convenience stores.
As cigarette excise taxes have been increased, including a 62-cent hike
imposed by the federal government in 2009, these products have also
been marketed as “little cigars that resemble cigarettes,”
to maximize their appeal to cigarette smokers
frustrated by higher prices. Research has also
shown that cheaper tobacco products have a
higher appeal to children.
Flavored cigars are currently not restricted by
the FDA, but the agency will be reviewing these
products to see if they are also subject to the existing
flavor ban.
Marketing campaigns for products with sweet candy and fruit flavors can mislead young people
into thinking that these products are less addictive and less harmful.
— Dr. Joshua Sharfstein, a pediatrician and the FDA Principal Deputy Commissioner, September 22, 2009
NEW TOBACCO PRODUCTS—SNUS AND ORBS, STICKS AND STRIPS
The use of smokeless tobacco predates
the invention of cigarettes. Throughout
the 19th century, Europeans inhaled
it as snuff, while in the United States
the “chew and spit” form has always
been preferred. Chewing tobacco’s
cultural significance is seen in its
long association with the American
“national pastime,” baseball—an
association that continues today.
Research has unequivocally shown
that these traditional smokeless
products are harmful to health.
Dozens of carcinogens have been
identified in chew and snuff, and a
2008 study from the World Health
Organization International Agency
for Research on Cancer concluded
that users of these products have
an 80 percent higher risk of oral
cancer and 60 percent higher risk of
pancreatic and esophageal cancer.
18
Those sobering health statistics
have not stopped tobacco industry
giants like Philip Morris and R.J.
Reynolds from embracing the
smokeless tobacco market and its
huge growth potential. In recent
years, major cigarette manufacturers have purchased traditional
smokeless tobacco companies and
are using them to extend well-known
brands like Marlboro and Camel
into the smokeless market. In 2009,
Philip Morris’s parent company
Altria spent $11.7 billion to acquire
UST, manufacturer of Skoal and
Copenhagen. With this move it
became the largest cigarette and
smokeless tobacco company in the
country, controlling 50 percent
of the cigarette market and 55
percent of the smokeless market.
[Smokeless tobacco] is
becoming more socially
acceptable.
— Dan Butler, president of U.S. Smokeless
Tobacco Company, 2007
While the major cigarette companies
continue to promote traditional
smokeless tobacco products, they
are also using their new smokeless
acquisitions to innovate, and a whole
new generation of tobacco products
is emerging. One such product,
new to America, is called snus—the
Swedish word for snuff. Snus comes
in a tea-bag-like pouch that the user
Photo credit: Clarity Coverdale Fury, Oral Cancer News
sticks between the upper lip and
gum. It can be kept there for up to
30 minutes and requires no spitting.
Snus is not generally detectable by
anyone but the user, making it easy to
use in offices, airplanes, restaurants,
classrooms—anywhere people want
a nicotine fix but can’t light up.
And this is how tobacco companies
are marketing snus: a way around
smoke-free laws. Ads for Camel
Snus use the slogan “Boldly Go
Everywhere,” and pitch it as “your
flight just got canceled friendly,”
“ridiculously long conference
call friendly” and “fancy hotel
friendly.” Companies also see snus
as a way to get around traditional
cigarette advertising bans.
Both R.J.
Reynolds and
Philip Morris
have developed
snus products.
Reynolds has also
created several
other smokeless
dissolvable
tobacco products that resemble
candy—including Orbs, tiny mints
in “fresh” and “mellow” flavors;
Sticks, shaped like toothpicks; and
Strips, which melt on the tongue.
that, because of the wide variety of
smokeless products on the market
(all with varying levels of toxins
and nicotine), even promoting
them as substitutes for smoking
could do more harm than good.
The tobacco industry’s focus on
smokeless products might be new, but
already the marketing shift is working.
As cigarette business continues to
drop, sales of smokeless tobacco are
skyrocketing. Revenue for smokeless
tobacco products more than doubled
from 1986 to 2006, growing from
$798 million to $2.6 billion, according
to the Federal Trade Commission.
Over the same two decades, tobacco
companies more than quadrupled
their advertising and promotional
We do not advertise cigarettes
in print right now and have not
done that for a couple years, but
Camel Snus is not a cigarette.
This is a different product, and
if ultimately you want your adult
tobacco consumers to be aware
of the product and its attributes,
clearly you have to advertise.
— David Howard,
R.J. Reynolds spokesman, 2009
spending for smokeless products,
from $77 million to $354 million.
Perhaps most alarming, a 2009 study
found that use of smokeless products
among U.S. teens is on the rise.
Research is still emerging on the
potential harms of these products.
But what’s clear is that the tobacco
companies are trying to have it both
ways: seeking FDA approval to label
their products as “less harmful” than
cigarettes, while at the same time
marketing them in such a way as to
keep consumers using cigarettes as
well. And a 2007 review suggested
19
CHAPTER
7
GLOBAL OPPORTUNISM
“The American Dream”
INTERNATIONAL MARKETS—A NEW FRONTIER
As cigarette sales in the United States
and other Western countries begin to
dwindle with the rise of smoke-free
environments and broader understanding of tobacco’s health dangers,
developing countries have become a
new market for the tobacco industry.
Minimal government regulations
on tobacco products, as well as little
knowledge of the serious health
problems they cause, make the global
marketplace a playground for the
tobacco industry to market products
and hook new customers. Already,
smoking has become a cultural norm
in many developing nations. Just as
tobacco companies adapted their
products and marketing to become a
part of American culture, the global
marketplace is now viewed as a clean
slate for the industry to use methods
that are outlawed in the United States.
In 2008, Philip Morris International
split from Philip Morris USA to
free the company from increasing
legal and public relations problems
that had hindered its growth in the
United States. As a separate entity
with headquarters in Switzerland,
PMI’s operations are exempt from
U.S. tobacco regulations. More
importantly, it can develop and market
products in countries that have far
fewer constraints and less public
health knowledge about tobacco.
PMI is fast-tracking the introduction
of new products in oversees markets,
as well as streamlining manufacturing so its entire line of products can
be produced internationally. Stringent
import quotas restrict the volume of
cigarettes it can ship into countries,
so PMI has set up more than 40 new
manufacturing centers around the
world, the largest of which are in the
Netherlands, Russia, Germany, Turkey
and Ukraine. And smoking rates have
already shot up in some developing
countries where PMI is a major player,
including Pakistan (up 42 percent
since 2001), Ukraine (up 36 percent)
and Argentina (up 18 percent).
There is also huge profit potential
in China, where there are more than
350 million smokers—50 million
more cigarette buyers than the total
population of the United States. PMI
worked for years to negotiate with
the Chinese government to market
its products in the country, where
hundreds of varieties of cigarettes
were already being produced by the
state-run China National Tobacco
Corporation. PMI agreed to market
Chinese brands internationally in
exchange for the right to produce its
own Marlboro brand at state-owned
factories. In 2005, the Chinese
government reported $30 billion in
tax revenue from tobacco sales.
In 2008, Philip Morris International
had revenue of $63.6 billion, compared
with $19.3 billion at Altria, the parent
company of Philip Morris USA.
[Philip Morris International] stock is going to be a cash cow. People in other countries smoke like chimneys.
This company sells an addictive product legally. The dividends are high, profits are climbing. What’s not to like?
— The Motley Fool investment website, July 2009
NEW PRODUCTS FOR OVERSEAS MARKETS
20
More than a third of Indonesia’s population smokes and the country’s $8 billion tobacco industry provides jobs for 7 million
people. To get in on the action, Philip Morris International developed a Marlboro brand cigarette flavored with cloves, just like
the sweet-smelling kretek cigarette that is part of the country’s identity.
The cigarette is called Marlboro Mix 9 and it has nearly double the nicotine and tar of ordinary cigarettes. Incidentally, the number
nine is considered lucky in Chinese culture, which isn’t a coincidence as the brand heads for other Southeast Asian markets.
Photo credit: China Foto Press
New products have been launched in other countries as well. Marlboro Intense, a “snack-size”
mini-cigarette, was launched in Turkey where it is marketed as a quick way to
get a nicotine hit when stepping outside smoke-free environments. Although
smaller, the mini-cigarette delivers the same amount of nicotine as the
full-size version. Marlboro Filter Plus, which is sold in South Korea, Russia,
Kazakhstan and Ukraine, has a special filter that claims to lower the tar level
while giving the smoker a smoother taste.
THE GLOBAL IMPACT—1 BILLION DEATHS
But the report also offered hope
for the future. In an introduction,
WHO’s Director-General Dr.
Photo credit: Turkey Financial News, Sostav.ru
Margaret Chan wrote that “We
hold in our hands the solution to
the global tobacco epidemic,” and
the report identifies six areas that
are key to reducing the harms of
tobacco around the world. They are:
• Banning tobacco advertising;
The report called on world
governments to take action to
prevent this escalation, noting
that while more than $200 billion
in tobacco taxes are collected by
countries every year, less than one
fifth of 1 percent of this money is
used for tobacco control purposes.
• Increasing tobacco prices;
• I mplementing policies to protect
people from secondhand smoke;
• E ducating people about
tobacco’s harm;
• P roviding access to cessation
services; and
• C onducting ongoing research on
tobacco use.
In 2008, the World Health
Organization (WHO) issued a report
on tobacco’s global impact. The report
noted that during the 20th century,
100 million people worldwide died
as a direct result of smoking, and
warned that unless current trends
could be reversed, the death toll for
the 21st century would be higher
than one billion. The report identified
the tobacco industry’s outreach into
the developing world as a major
cause for the projected increase,
predicting that by 2030, more than
8 million people will die annually
from tobacco use, with 80 percent of
deaths occurring in poorer countries.
21
CHAPTER
8
Final Thoughts
FINAL THOUGHTS
Very few people dispute the
negative health effects of tobacco
use anymore. Even the tobacco
industry admits that it produces and
markets hazardous products. But the
industry continues to aggressively
market cigarettes to nonsmoking
kids and adults, and to develop new
addictive and dangerous products to
maintain its profits and its grip on
individuals, communities and cultures
at home and around the world.
The 2009 federal law giving the
FDA authority over tobacco is an
important step forward in regulating
these products and reducing their
devastating impacts. But, as this report
reflects, for a century the tobacco
industry has been ingenious in its
ability to circumvent legal restrictions,
to adapt to cultural shifts, and to
market and expand its products.
22
This report gives a comprehensive, unfiltered look at the tobacco
industry’s mass marketing strategies,
which influence people every day
without their realizing it. We hope
to draw attention to the ongoing
tactics of the industry, in the hopes
that the public and policymakers will
not become complacent in the face of
its campaigns to reinvent itself. We
have seen specific examples of how
the tobacco industry is morphing and
shifting to achieve its ends—and we
must not forget what those ends are.
To lose focus on tobacco as an urgent
problem to be addressed—and on
the tobacco industry as its cause—
would be to lose ground on all the
gains made after decades of work to
educate the public about tobacco’s
dangers and how to quit smoking.
Beneath all its transformations
and campaigns to reinvent itself,
the tobacco industry at its core has
exactly the same motivation as it
did 100 years ago: to make money
by addicting people to deadly
products. The simple truth is that
as long as this is true, the greatest
hazard to human health isn’t from
any particular product. The greatest
hazard is the tobacco industry itself.
Notes
1. “The tobacco industry still . . . its products to Americans.”
Campaign for Tobacco-Free Kids. (2009). The Toll of Tobacco
in Minnesota. Retrieved from http://www.tobaccofreekids.org/
reports/settlements/toll.php?StateID=MN. Accessed 11/12/09.
2. “The landmark Surgeon General’s . . . on radio and television.”
Borio, G. (2003). Tobacco Timeline—Notes. Retrieved from
http://www.tobacco.org/resources/history/Tobacco_Historynotes.html. Accessed 11/16/09.
3. “(Research has shown that . . . ways to reduce smoking.)”
Chaloupka, F. (1999). Macro-Social Influences: The Effects
of Prices and Tobacco-Control Policies on the Demand of
Tobacco Products [Abstract]. Nicotine & Tobacco Research.
4. “Most recently, in May . . . thereby sustaining the industry.”
Kessler, Judge G. (2006). United States District Court for the
District of Columbia, Tobacco-Free Kids Action Fund (et al)
v. Philip Morris USA, Inc., Final Opinion, 3-4, 1604-1605.
Retrieved from http://www.tobaccofreekids.org/reports/doj/
FinalOpinion.pdf. Accessed 12/11/09.
5. “Smoking-rate declines appear to . . . population—continue to
smoke.” Centers for Disease Control and Prevention. (2009).
Adult Cigarette Smoking in the United States: Current Estimate.
Retrieved from http://www.cdc.gov/tobacco/data_statistics/
fact_sheets/adult_data/cig_smoking/index.htm. Accessed
12/10/09.
6. “Knowing that public awareness . . . still be using tobacco?”
Centers for Disease Control and Prevention. (2009). Youth
and Tobacco Use: Current Estimates. Retrieved from http://
www.cdc.gov/tobacco/data_statistics/fact_sheets/youth_data/
tobacco_use/index.htm. Accessed 12/10/09.
7. “In 2007, long after strong regulations . . . products in the
United States.” Campaign for Tobacco-Free Kids. (2009).
The Toll of Tobacco in Minnesota. Retrieved from http://www.
tobaccofreekids.org/reports/settlements/toll.php?StateID=MN.
Accessed 11/12/09.
8. “In China, the total . . . the entire U.S. population.” O’Connell,
V. (2008). Philip Morris Readies Aggressive Global Push.
Wall Street Journal. Retrieved from http://online.wsj.com/
article/SB120156034185223519.html?mod=googlenews_wsj.
Accessed 12/15/09.
9. “Tobacco use is still . . . disease, across the country.” Centers for
Disease Control and Prevention. (2009). Tobacco Use: Targeting
the Nation’s Leading Killer. Retrieved from http://www.cdc.gov/
nccdphp/publications/aag/osh.htm. Accessed 12/10/09.
10. “ . . . and around the world.” World Health Organization.
(2006). Facts and Figures About Tobacco. Retrieved from http://
www.who.int/tobacco/fctc/tobacco%20factsheet%20for%20
COP4.pdf. Accessed 12/10/09.
11. “Each year, tobacco use . . . costs and lost productivity.” Tobacco
Free Initiative, World Health Organization. (2009). Why is
Tobacco a Public Health Priority? Retrieved from http://www.
who.int/tobacco/health_priority/en/index.html. Accessed
11/11/09.
12. “634,000 adults are current . . . are current tobacco users.”
ClearWay MinnesotaSM, Blue Cross and Blue Shield of
Minnesota, Minnesota Department of Health. (2008). Tobacco
Use in Minnesota: 1999 to 2007. Minnesota Adult Tobacco
Survey.
13. “85,000 middle and high school students smoke.” Minnesota
Department of Health. (2008). Teens and Tobacco in
Minnesota, the View From 2008: Results From the Minnesota
Youth Tobacco and Asthma Survey. Retrieved from http://
www.health.state.mn.us/divs/hpcd/tpc/data/documents/ExecSummaryv5.pdf. Accessed 12/11/09.
14. “More than 5,500 people . . . caused by tobacco use.” Centers
for Disease Control and Prevention. (2009). State-Specific
Smoking Attributable Mortality and Years of Potential Life
Lost—United States, 2000-2004. Morbidity and Mortality
Weekly Report [serial online], 58(2), 29-33. Retrieved from
http://www.cdc.gov/mmwr/PDF/wk/mm5802.pdf. Accessed
12/16/09.
15. “Tobacco-related illness and disease . . . excess health care
costs.” Blue Cross and Blue Shield of Minnesota. (2005).
Health Care Costs and Secondhand Smoke—The Bottom
Line. Retrieved from http://www.preventionminnesota.com
/objects/pdfs/C%20tobacco%20economics.pdf. Accessed 12/16/09.
16. “Tobacco use is a . . . industry’s constantly changing tactics.”
Johnson, T. (2008). Foreword. Tobacco Control Monograph
19: The Role of Media in Promoting and Reducing Tobacco
Use. Retrieved from http://cancercontrol.cancer.gov/TCRB/
monographs/19/monograph19.html. Accessed 12/15/09.
3. CULTURAL INTEGRATION
1. “Historically, tobacco played and . . . in their tobacco fields.”
The Tobacco Timeline. Retrieved from http://www.tobaccoatlas.org/timeline.html. Accessed 12/17/09.
2. “By the late 19th . . . on baseball trading cards.” Borio, G.
(2003). Tobacco Timeline—Notes. Retrieved from http://www.
tobacco.org/resources/history/Tobacco_Historynotes.html.
Accessed 12/17/09.
3. “During World Wars I . . . the practice in 1986.” Marcus,
Stephen, Ed. (2008). Themes and Targets of Tobacco Advertising and Promotion. Tobacco Control Monograph 19: The Role
of Media in Promoting and Reducing Tobacco Use, Chapter
5, 151-152. Retrieved from http://cancercontrol.cancer.
gov/TCRB/monographs/19/monograph19.html. Accessed
12/15/09.
4. “In 2000, the Department . . . the closest retail store.” Fleenor,
P. (2006). California Schemin’: Cigarette Tax Evasion and
Crime in the Golden State. Tax Foundation Special Report,
No. 145, 5. Retrieved from http://www.taxfoundation.org/files/
sr145.pdf. Accessed 11/11/09.
5. “As recently as 2007, . . . as low as possible.” The University of
California San Francisco. (2007). Tobacco Industry Pressure
Keeps Cheap Smokes Available to Military. Retrieved from
http://news.ucsf.edu/releases/tobacco-industry-pressure-keepscheap-smokes-available-to-military/. Accessed 12/15/09.
6. “And throughout conflicts in . . . Morris, Brown &
Williamson.” Marcus, Stephen, Ed. (2008). Themes and
Targets of Tobacco Advertising and Promotion. Tobacco
Control Monograph 19: The Role of Media in Promoting
and Reducing Tobacco Use, Chapter 5, 151-152. Retrieved
from http://cancercontrol.cancer.gov/TCRB/monographs/19/
monograph19.html. Accessed 12/15/09.
7. “. . . and Swisher International.” Swisher International. Troops
Support: Letters From the Troops. Retrieved from http://www.
swisher.com/main/troops.cfm. Accessed 12/10/09.
8. “You ask me what . . . as much as bullets.” Seabrook, A.
(2008, Nov. 2) Study: Military Smoking Rates Higher Than
Public. National Public Radio. Retrieved from http://www.npr.
org/templates/story/story.php?storyId=96476915. Accessed
12/17/09.
9. “To the fine folks. . . back to the states” Swisher International.
Troops Support: Letters From the Troops. Retrieved from
http://www.swisher.com/main/troops.cfm. Accessed 12/10/09.
10. “Before the 1920s, cigarette . . . the most dramatic moment.”
Marcus, Stephen, Ed. (2008). Themes and Targets of Tobacco
Advertising and Promotion. Tobacco Control Monograph 19: The
Role of Media in Promoting and Reducing Tobacco Use, Chapter
5, 155. Retrieved from http://cancercontrol.cancer.gov/TCRB/
11. “As early as the . . . ‘Instead of a Sweet.’” Paulus, C. Nicotine
as a Means for Weight Control: Advantage or Disadvantage?
Retrieved from http://www.vanderbilt.edu/ans/psychology/
health_psychology/nicotine.htm. Accessed 11/11/09.
12. “The popularity of cigarettes . . . cigarette especially for
women.” Craig, S. (1999). Torches of Freedom: Themes of
Women’s Liberation in American Cigarette Advertising. A
Paper Presented to the Gender Studies Division Southwest/
Texas Popular Culture Association.
13. “I said, ‘What’s the’ . . . said, ‘That’s for sure.’” Schalch, K.
(2002). The Marlboro Man. National Public Radio. Retrieved
from http://www.npr.org/programs/morning/features/patc/
marlboroman/. Accessed 12/16/09.
14. “In the 1930s and . . . in those two decades.” Lum, K.L.,
Polansky, J.R., Jackler, R.K., et al. (2008). Signed, Sealed and
Delivered: “Big Tobacco” in Hollywood, 1927-1951. Tobacco
Control, 17, 313-323. Doi: 10.1136/tc.2008.025445 and British
Medical Journal. (2008). Tobacco companies paid movie stars
millions in celebrity endorsement deals. Retrieved from http://
www.physorg.com/print141536764.html. Accessed 9/28/09.
15. “Actress Barbara Stanwyck pitched . . . ‘What the Doctor
Ordered.’” Borio, G. (2003). Tobacco Timeline – Notes.
Retrieved from http://www.tobacco.org/resources/history/
Tobacco_Historynotes.html. Accessed 11/16/09.
16. “And R.J. Reynolds’s ‘More’ . . . physicians were also smokers.”
Gardner, M.N. and Brandt, A.M. (2006). The Doctor’s Choice
is America’s Choice: The Physician in U.S. Cigarette Advertisements, 1930-1953. American Journal of Public Health, 96 (2),
222-232. Doi: 10.2105/AJPH.2005.066654. And, Elliott, S.
(2008). When Doctors, and Even Santa, Endorsed Tobacco.
New York Times. Retrieved from http://www.nytimes.com
/2008/10/07/business/media/07adco.html. Accessed 12/10/09.
17. “By the 1940s, tobacco . . . in popular video games.” Marcus,
Stephen, Ed. (2008). Types and Extent of Tobacco Advertising and Promotion. Tobacco Control Monograph 19: The Role
of Media in Promoting and Reducing Tobacco Use (Chapter
4, p. 112-116). Retrieved from http://cancercontrol.cancer.
12/15/09.
4. TARGET MARKETING
1. “In fact, in 2007 . . . marketing its products domestically.”
Campaign for Tobacco-Free Kids. The Toll of Tobacco in
Minnesota. Retrieved from http://www.tobaccofreekids.org/
2. “In Minnesota, the tobacco . . . its products in 2007.”
Campaign for Tobacco-Free Kids. The Toll of Tobacco in
Minnesota. Retrieved from http://www.tobaccofreekids.org/
3. “It strains the imagination . . . that’s pretty morally
repugnant.” Hochberg, A. (2007, March 16). Critics Fume
Over Marketing of “Camel No. 9.” National Public Radio.
Retrieved from http://www.npr.org/templates/story/story.
php?storyId=8909745. Accessed 12/16/09.
2. INTRODUCTION
NOTES
23
4. “In early 2007, R.J. Reynolds . . . line by reaching women.”
Elliott, S. (2007). A New Camel Brand is Dressed to the
Nines. The New York Times. Retrieved from http://www.
nytimes.com/2007/02/15/business/media/15adco.html.
Accessed 11/11/09.
5. “Not to be outdone . . . smoking with weight control.”
Campaign for Tobacco-Free Kids. (2009). Deadly in Pink: Big
Tobacco Steps Up Its Targeting of Women and Girls. Retrieved
from http://www.tobaccofreekids.org/reports/women_new/
index.html. Accessed 12/16/09.
6. “In a world that was . . . a world he owned.” Schalch, K. (2002).
The Marlboro Man. National Public Radio. Retrieved from
http://www.npr.org/programs/morning/features/patc/marlboroman/. Accessed 11/11/09.
7. “Men continue to dominate . . . in all demographic groups.”
Role of Media in Promoting and Reducing Tobacco Use (Chapter
12/11/09.
8. “A 2008 promotion campaign . . . featured in a pictorial.” Hein,
K. (2008). Skoal Shapes “Playboy” Special Issue. Adweek.com.
Retrieved from http://www.adweek.com/aw/content_display/
news/media/e3iaa83ea53feec69591ff3ca44ab40e9c7. Accessed
12/16/09.
9. “The point of ‘Welcome’ . . . be a part of.” Beirne, M. (2008).
Skoal Hooks Up with “Playboy.” Brandweek.com. Retrieved
from http://www.brandweek.com/bw/content_display/
news-and-features/promotion/e3i05185ecb9182ed52a2e59ddf4258909d. Accessed 12/11/09.
10. “The prevalence of tobacco . . . quitting are much lower.”
Advertising and Promotion. Tobacco Control Monograph 19:
The Role of Media in Promoting and Reducing Tobacco Use
(Chapter 5, p. 160). Retrieved from http://cancercontrol.cancer.
12/15/09.
11. “Brown & Williamson started . . . the most popular today.”
12/15/09.
12. TLC & BBC News. Tobacco Wars [TV miniseries]. Retrieved
from http://www.tobacco.org/News/9910tobaccowars.html.
Accessed 11/11/09.
13. “Since then, tobacco companies . . . successful, affluent African
Americans.” Campaign for Tobacco-Free Kids. (2008). Is RJ
Reynolds Tobacco Company a Good Corporate Citizen? Recent
History Says No. Retrieved from http://www.tobaccofreekids.
org/research/factsheets/pdf/0124.pdf. Accessed 12/16/09.
14. “A 2007 study found . . . than in other neighborhoods.”
Primack, B.A., Bost, J.E., Land, S.R., Fine, M.J. (2007).
Volume of Tobacco Advertising in African American Markets:
Systematic Review and Meta-Analysis. Public Health Reports,
122, 607.
15. “The industry has also . . . Miami and San Antonio.” Gross,
R.C., Middlestadt, S.E., Gelwicks, J. (2006). R.J. Reynolds
Marketing Techniques to Hispanics: Analysis of Tobacco
Industry Documents. American Public Health Association 134th
Annual Meeting and Exposition. Retrieved from http://apha.
confex.com/apha/134am/techprogram/paper_140894.htm.
Accessed 11/11/09.
16. “Brands with names like . . . target this specific group.” Centers
for Disease Control and Prevention. (2009). Tobacco Industry
Marketing. Retrieved from http://www.cdc.gov/tobacco/
data_statistics/fact_sheets/tobacco_industry/marketing/index.
htm. Accessed 11/11/09.
24
17. “And Philip Morris’s 1994 . . . cigarettes at that time.” Marcus,
Stephen, Ed. (2008). Themes and Targets of Tobacco Advertising and Promotion. Tobacco Control Monograph 19: The Role
of Media in Promoting and Reducing Tobacco Use (Chapter 5, p.
162). Retrieved from http://cancercontrol.cancer.gov/TCRB/
18. “GLBT individuals are 40 . . . all other demographic groups.”
National LGBT Tobacco Control Network. (2009). LGBT
Tobacco Treatment Fact Sheet. Retrieved from http://www.lgbttobacco.org/treatment.php. Accessed 12/11/09.
19. “Tobacco companies began to . . . charges of blatant targeting.”
Offen, N, Smith, E.A., Malone, R.E. (2008). Tobacco Industry
Targeting of the Lesbian, Gay, Bisexual, and Transgender
Community: A White Paper. Tobacco Control Research and
Education, Tobacco Control Policy Making: United States.
Retrieved from http://repositories.cdlib.org/ctcre/tcpmus/
LGBT2008/. Accessed 12/16/09.
20. “Similar to the strategy . . . have typically neglected them.”
12/15/09.
21. “The African American, Hispanic… concern for minority
issues.” R. J. Reynolds Tobacco Company (1993). Corporate
Affairs Regional Manager 1993 Program Accountabilities.
Retrieved from the Minnesota Tobacco Document Depository
(item # 51202)
22. “Because most smokers do . . . their first steady choice.”
12/15/09.
23. “The result: 80-90 . . . before their 18th birthday.” Campaign
For Tobacco-Free Kids (2008). Tobacco Company Marketing to
Kids. Retrieved from http://www.tobaccofreekids.org/research/
factsheets/index.php?CategoryID=23. Accessed 12/16/09.
24. “Specifically, tobacco ads tend . . . will satisfy these needs.”
Riordan, M., Campaign for Tobacco-Free Kids. (2008). Tobacco
Company Marketing to Kids. Retrieved from http://www.tobaccofreekids.org/research/factsheets/index.php?CategoryID=23.
Accessed 12/15/09.
25. “Between 1978 and 1988 . . . Picture Association of America.”
Marcus, Stephen, Ed. (2008). Types and Extent of Tobacco
12/15/09.
26. “Facing criticism, the tobacco . . . the Federal Trade
Commission.” University of California San Francisco. Smoke
Free Movies: The Problem. Retrieved from http://smokefreemovies.ucsf.edu/problem/bigtobacco.html. Accessed 11/13/09.
27. “Movies Featuring Philip Morris . . . Rabbit? Field of Dreams.”
12/15/09.
28. “Selected Movies Featuring Smoking . . . of the Were-Rabbit.”
University of California San Francisco. Smoke Free Movies:
The Problem. Retrieved from http://smokefreemovies.ucsf.edu/
problem/bigtobacco.html. Accessed 11/13/09. And Breathe
California of Sacramento-Emigrant Trails. (2009). Archive of
All Film Ratings. Retrieved from http://www.scenesmoking.
org/data_archives.cfm. Accessed 12/23/09.
29. “A study by the . . . percent of all movies.” National Cancer
Institute. (2007). Increasing Evidence Points to Link Between
Youth Smoking and Exposure to Smoking in Movies. Retrieved
from http://www.cancer.gov/newscenter/pressreleases/
TeenSmokingMovies. Accessed 11/13/09.
30. “A study by the . . . ‘than adult-rated (R) films.’ ” Charlesworth,
A., Glantz, S.A. (2005). Smoking in the Movies Increases
Adolescent Smoking: A Review. Pediatrics. Retrieved
from http://pediatrics.aappublications.org/cgi/content/
abstract/116/6/1516. Accessed 12/10/09.
31. “Video games are a . . . warning labels are mocked.” Marcus,
Stephen, Ed. (2008). Types and Extent of Tobacco Advertising
and Promotion. Tobacco Control Monograph 19: The Role of
Media in Promoting and Reducing Tobacco Use (Chapter 4, p.
113). Retrieved from http://cancercontrol.cancer.gov/TCRB/
32. “The cartoon character Joe . . . among very young children.”
12/15/09.
33. “A 1991 Journal of . . . six-year-olds than Mickey Mouse.”
Fischer, P.M., Schwartz, M.P., Richards, J.W., Goldstein,
A.O., Rojas, T.H. (1991, Dec. 11). Brand Logo Recognition
by Children Aged 3 to 6 Years: Mickey Mouse and Old Joe
the Camel. Journal of the American Medical Association, 266(22),
3145-3148.
34. “From 1987-1991, Camel’s . . . percent to 32.8 percent.”
12/15/09.
35. “In 2006, 83 percent . . . and other point-of-sale advertising.”
Federal Trade Commission. (2009). Cigarette Report for 2006.
Retrieved from http://www.ftc.gov/os/2009/08/090812cigarett
ereport.pdf. Accessed 12/18/09.
36. “Adolescents are also particularly . . . be frequented by teens.”
Henriksen L., et al. (2004). Tobacco Control;13:315-318.
37. “Knowing that those of . . . a low socioeconomic profile.” Laws,
M.B., et al. (2002). Tobacco Control;11 Suppl 2:ii71-3.
38. “A 2007 study on . . . retail store was 81.” Association for
Nonsmokers – Minnesota. (2009). Assessing Correlates of
Retail Level Tobacco Marketing: Neighborhoods, Underage
Sales and Policy Options. In Point of Sale Tobacco Advertising
and Promotion [webinar].
39. “The Camel No. 9 . . . ‘starting around 10 p.m.’” P. Heuring,
personal communication, October 29, 2007.
40. “Have you ever met . . . and cell phone allowance.” R.J.
Reynolds Tobacco Company. Sales Representative / Trade
Marketing. Retrieved from http://www.jobpath.com/Jobs/
Rjreynolds002/Sales-Representative-+-Trade-Marketing/J8. .
Accessed 12/16/09.
41. “I get paid to . . . It’s a sweet job.” Borromeo, L. (2008). Free
Ciggie Fairies’ Killer Sales Pitch. Sky News. Retrieved from
http://news.sky.com/skynews/Home/World-News/FreeCigarettes-Are-Being-Handed-Out-By-Tobacco-CompaniesIn-The-USA-To-Attract-Smokers/Article/200810215120319?
lpos=World_News_First_World_News_Feature_Tea. Accessed
12/16/09.
42. “The tobacco industry also . . . students are regular smokers.”
4, p. 110; Chapter 5, p. 159-160). Retrieved from http://cancercontrol.cancer.gov/TCRB/monographs/19/monograph19.html.
Accessed 12/15/09.
43. A good example of . . . and other Camel-branded items.”
Hochberg, A. (2009, May 4). Critics Fume Over Marketing of
“Camel No. 9.” National Public Radio. Retrieved from http://
www.npr.org/templates/story/story.php?storyId=8909745.
Accessed 12/16.09. And Elliott, S. (2007). A New Camel
Brand is Dressed to the Nines. The New York Times. Retrieved
from http://www.nytimes.com/2007/02/15/business/
media/15adco.html. Accessed 11/11/09.
5. PUBLIC RELATIONS
6. INNOVATION
1. “The tobacco industry has . . . efforts that benefit youth.”
Marcus, Stephen, Ed. (2008). Tobacco Companies’ Public
Relations Efforts: Corporate Sponsorship and Advertising.
Tobacco Control Monograph 19: The Role of Media in Promoting
and Reducing Tobacco Use (Chapter 6, p. 184). Retrieved from
http://cancercontrol.cancer.gov/TCRB/monographs/19/
monograph19.html. Accessed 12/15/09.
1. “Historically, flavored cigarettes have . . . the age of 25.” Klein
SM, Giovino GA, Barker DC, Tworek C, Cummings KM,
O’Connor RJ. (2008). Use of flavored cigarettes among older
adolescent and adult smokers: United States, 2004-2005.
Nicotine & Tobacco Research. Retrieved from http://www.
ncbi.nlm.gov/pubmed/18629731. Accessed 12/28/09.
2. “In 1999, Philip Morris . . . spent in actual donations.” Porter,
M.E., and Kramer, M.R. (2002). The Competitive Advantage
of Corporate Philanthropy. Harvard Business Review. Retrieved
from http://hbr.org/2002/12/the-competitive-advantage-ofcorporate-philanthropy/ar/1.
3. “Keep America Beautiful is . . . cigarette filters aren’t biodegradable.” Lazarus, D. (2008). Fuming over cigarette butt litter. Los
Angeles Times, 1C.
4. “In 2002, the U.S. . . . across all 50 states.” U.S. Smokeless
Tobacco Company. Investing in Our Communities – U.S.
Smokeless Tobacco Company. Retrieved from http://www.
ussmokeless.com/cms/Responsibility/Investing_in_Communities/default.aspx. Accessed 5/4/09.
5. “It just isn’t right . . . search and rescue efforts.” Farquhar, B.
(2006). Smokeless Tobacco Donates Vehicle. Casper StarTribune. Retrieved from http://www.trib.com/news/state-andregional/article_ec363568-c32a-5ad7-83e4-c1ea70afaf5a.html.
Accessed 12/16/09.
6. “Billing itself as a . . . to quit be successful.” Philip Morris USA.
About QuitAssist. Retrieved from http://www2.philipmorrisusa.com/en/quitassist/about/index.asp?printer_friendly=yes.
Accessed 11/11/09.
7. “More than that, because . . . both English and Spanish.”
Philip Morris USA. (2007). Philip Morris USA Highlights
QuitAssist Information Resources with New National Advertising Campaign. Company Announcements – Philip Morris
USA. Retrieved from http://www.philipmorrisusa.com/en/cms/
Media/Company_Announcements/2007/Philip_Morris_USA_
Highlights_QuitAssist_Information_Resources_With_New_
National_Advertising_Campaign.aspx. Accessed 11/11/09.
8. “As if that weren’t . . . doctors’ and dentists’ offices.” Tobacco
Control Resource Center for Wisconsin. Sample Letter to
Doctors and Dentists About PM’s Quit Assist Program. Retrieved
from http://www.tobwis.org/uploads/media/Links-LetterAboutQuitAssist.doc. Accessed 11/11/09.
9. “ . . . And advertised on the . . . online health portal WebMD.”
CNN. (2006). Critic: Philip Morris Blowing Smoke in Web Ads.
Retrieved from http://www.cnn.com/2006/US/03/14/smoking.
ads/index.html. Accessed 11/11/09.
10. “This is one of . . . we all well know.” Hung, S. Smoking and
Health Meeting, February 14, 1973, Philip Morris Bates No.
2024950089/98. Retrieved from http://legacy.library.ucsf.edu/
tid/owq24e00. Accessed 12/11/09.
11. “And other cigarette manufacturers . . . help people quit
smoking.” Felderbaum, M. (2009). Maker of Camels Buys
Cigarette Replacement Seller. ABC News. Retrieved from
http://abcnews.go.com/Business/wireStory?id=9228815.
Accessed 12/11/09.
12. “Perhaps the most shocking . . . Girls Clubs of America.”
Chlebeck, B. (2009). Saying No to Tobacco Company Cash.
Twin Cities Daily Planet. Retrieved from http://www.tcdailyplanet.net/news/2009/09/15/saying-no-tobacco-company-cash.
Accessed 12/23/09.
13. “When organizations accept tobacco . . . compromising their
own mission.” Chlebeck, B. (2009). Saying No to Tobacco
Company Cash. Twin Cities Daily Planet. Retrieved from
http://www.tcdailyplanet.net/news/2009/09/15/saying-notobacco-company-cash. Accessed 12/16/09.
14. “They represent tomorrow’s cigarette . . . the next 25 years.”
September 30, 1974 R.J. Reynolds Tobacco Co. marketing
plan presented to the company’s board of directors. Bates No.
501421310 -1335. Retrieved from http://www.tobaccofreekids.
2. “Once again, R.J. Reynolds . . . messages that encouraged
drinking.” Campaign for Tobacco-Free Kids, American Cancer
Society, American Heart Association, and American Lung
Association. (2008, Feb. 20). Recruiting New Youth Users.
Big Tobacco’s Guinea Pigs: How an Unregulated Industry Experiments on America’s Kids and Consumers, 16-19. Retrieved from
http://www.tobaccofreekids.org/reports/products/. Accessed
12/16/09.
3. “In September 2009, acting . . . candy or clove flavors.” Inskeep,
S. (Interviewer) & Myers, M. (Interviewee). (2009). Flavored
Cigarettes Banned from Retailers’ Shelves. National Public
Radio [Interview Transcript]. Retrieved from http://www.npr.
org/templates/story/story.php?storyId=113052528. Accessed
12/16/09.
4. “They’re a mechanism to . . . vanilla or strawberry cigarette.”
Hochberg, A., Inskeep, S. (Interviewers), Myers, M. (Interviewee). (2009, Sept. 22). Flavored Cigarettes Banned from
Retailers’ Shelves. National Public Radio [Interview Transcript].
Retrieved from http://www.npr.org/templates/story/story.
php?storyId=113052528. Accessed 12/16/09.
5. “In anticipation of the . . . grape, rum and tequila.” Campaign
for Tobacco-Free Kids, American Cancer Society, American
Heart Association, and American Lung Association. (2008).
Recruiting New Youth Users. Big Tobacco’s Guinea Pigs: How
an Unregulated Industry Experiments on America’s Kids and
Consumers, 21. Retrieved from http://www.tobaccofreekids.
org/reports/products/. Accessed 12/16/09.
6. “Research has also shown . . . higher appeal to children.”
Levitt, S. (2009). Small Retailers Prepare for Ban on Flavored
Cigarettes. National Public Radio. Retrieved from http://
www.npr.org/templates/story/story.php?storyId=113031026.
Accessed 12/16/09.
7. “Flavored cigars are currently . . . the existing flavor ban.” The
Associated Press. (2009). Importer Tries to Get Around Clove
Cigarette Ban: Will Sell Cigars with the Flavored Tobacco,
Which Isn’t Covered in Action. MSNBC.com. Retrieved
from http://rss.msnbc.msn.com/id/32723154/print/1/displaymode/1098/. Accessed 12/16/09.
8. “Marketing campaigns for products . . . addictive and less
harmful.” Food and Drug Administration. (2009). Candy and
Fruit Flavored Cigarettes Now Illegal in the United States; Step is
First Under New Tobacco Law [Press Release]. Retrieved from
http://www.fda.gov/NewsEvents/Newsroom/PressAnnouncements/ucm183211.htm. Accessed 12/16/09.
9. “The use of smokeless . . . association that continues today.”
B. Palmer. (2009). Why Do So Many Baseball Players Chew
Tobacco? Slate. Retrieved from http://www.slate.com/
id/2234341/. Accessed 2/1/10.
10. “Dozens of carcinogens have . . . pancreatic and esophageal
cancers.” P. Boffetta, S. Hecht, N. Gray, P. Gupta, K. Straif.
(2008). Smokeless tobacco and cancer. The Lancet Oncology.
Retrieved from http://www.thelancet.com/journals/lanonc/
article/PIIS1470204508701736/abstract. Accessed 2/1/10.
11. “In recent years, major . . . of the smokeless market.” D.
Wilson and J. Creswell. (2010). Can Altria Succeed With
Snuff and Snus? The New York Times. Retrieved from
http://www.nytimes.com/2010/01/31/business/31altria.
html?pagewanted=1&emc=eta1. Accessed 2/2/10.
12. “[Smokeless tobacco] is becoming more socially acceptable.”
Koch, W. (2007, Aug. 7). As Cigarette Sales Dip, New
Products Raise Concerns. USA Today. Retrieved from http://
www.usatoday.com/news/nation/2007-08-06-snus_N.htm.
Accessed 12/16/09.
13. “And this is how . . . and ‘fancy hotel friendly.’” Newman,
A.A. (2009). A Different Camel is Back in the Glossies.
The New York Times, B3. Retrieved from http://www.
nytimes.com/2009/09/22/business/media/22adco.html?_
r=2&pagewanted=all. Accessed 2/3/10.
14. “Both R.J. Reynolds and . . . have developed snus products.”
Campaign for Tobacco-Free Kids. (2008). Smokeless Tobacco
in the United States. Retrieved from http://tobaccofreekids.
15. “But what’s clear is . . . using cigarettes as well.” D.
Wilson and J. Creswell. (2010). Can Altria Succeed With
Snuff and Snus? The New York Times. Retrieved from
http://www.nytimes.com/2010/01/31/business/31altria.
html?pagewanted=1&emc=eta1. Accessed 2/2/10.
16. “And a 2007 review . . . more harm than good.” D. Hatsukami,
J.O. Ebbert, R.M. Feuer, I. Stepanov, S.S. Hecht. (2007).
Changing smokeless tobacco products new tobacco-delivery
systems. Am J Prev Med. Retrieved from http://www.ncbi.nlm.
nih.gov/pubmed/18021912. Accessed 2/1/10.
17. “As cigarette revenue continues . . . million to $354 million.”
Newman, A.A. (2009). A Different Camel is Back in the
Glossies. The New York Times, B3. Retrieved from http://
www.nytimes.com/2009/09/22/business/media/22adco.
html?_r=2&pagewanted=all. Accessed 2/3/10.
18. “We do not advertise . . . you have to advertise.” Newman,
A.A. (2009). A Different Camel is Back in the Glossies.
The New York Times, B3. Retrieved from http://www.
nytimes.com/2009/09/22/business/media/22adco.html?_
r=2&pagewanted=all. Accessed 2/3/10.
19. “Perhaps most alarming, a . . . is on the rise.” University of
Michigan. (2009). Teen marijuana use tilts up, while some
drugs decline in use [press release]. Retrieved from http://
monitoringthefuture.org/pressreleases/09drugpr_complete.pdf.
Accessed 2/2/10.
7. GLOBAL OPPORTUNISM
1. “As cigarette sales in . . . for the tobacco industry.” Pacampara,
B. (2009). 5-Star Stocks Poised to Pop: Philip Morris International. The Motley Fool. Retrieved from http://www.fool.com/
investing/general/2009/07/01/5-star-stocks-poised-to-popphilip-morris-internat.aspx. Accessed 12/16/09.
2. “In 2008, Philip Morris . . . revenue from tobacco sales.”
O’Connell, V. (2008). Philip Morris Readies Aggressive Global
Push. The Wall Street Journal. Retrieved from http://online.wsj.
com/article/SB120156034185223519.html. Accessed 12/16/09.
3. “In 2008, Philip Morris . . . other Southeast Asian markets.”
And Suhartono, H. (2007). Philip Morris Launches Clove
Marlboro in Indonesia. Reuters. Retrieved from http://www.
reuters.com/articlePrint?articleID=USJAK21453420070703.
Accessed 12/16/09. And Brummitt, C. (2007). Clove Marlboro
Launched in Indonesia. Associated Press. Retrieved from
http://www.foxnews.com/print_friendly_wires/2007Jul03/0,46
75,IndonesiaCloveMarlboro,00.html.
4. “[Philip Morris International] stock . . . . what’s not to like?”
Pacampara, B. (2009). 5-Star Stocks Poised to Pop: Philip
Morris International. The Motley Fool. Retrieved from http://
www.fool.com/investing/general/2009/07/01/5-star-stockspoised-to-pop-philip-morris-internat.aspx. Accessed 12/16/09.
5. “Marlboro Intense, a ‘snack-size’ . . . stepping outside
smoke-free environments.” Hastings, K. (2008). Philip Morris
to launch ‘snack-size’ cigarette. Telegraph Media Group
Limited. Retrieved from http://www.telegraph.co.uk/news/
uknews/1577504/Philip-Morris-to-launch-snack-size-cigarette.html. Accessed 1/2/09.
6. “Marlboro Filter Plus, which . . . smoker a smoother taste.”
7. “In 2008, the World . . . for tobacco control purposes.”
Lederer, E.M. (2008). “Tobacco Epidemic” Could Kill 1
Billion in 21st Century. ABC News. Retrieved from http://
abcnews.go.com/Health/CancerPreventionAndTreatment/
Story?id=4255943&page=1. Accessed 11/16/09.
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