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How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control

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  • Hafez, N
  • Ling, P M

Abstract

Objective: To describe Philip Morris' global market research and international promotional strategies targeting young adults. Methods: Analysis of previously secret tobacco industry documents. Results: Philip Morris pursued standardised market research and strategic marketing plans in different regions throughout the world using research on young adults with three principle foci: lifestyle/psychographic research, brand studies, and advertising/communication effectiveness. Philip Morris identified core similarities in the lifestyles and needs of young consumers worldwide, such as independence, hedonism, freedom, and comfort. In the early 1990s Philip Morris adopted standardised global marketing efforts, creating a central advertising production bank and guidelines for brand images and promotions, but allowing regional managers to create regionally appropriate individual advertisements. Conclusions: Values and lifestyles play a central role in the global marketing of tobacco to young adults. Worldwide counter marketing initiatives, coupled with strong, coherent global marketing policies such as the Framework Convention on Tobacco Control, are needed to break associations between young adult values and tobacco brands. As globalisation promotes the homogenisation of values and lifestyles, tobacco control messages that resonate with young adults in one part of the world may appeal to young adults in other countries. Successful tobacco control messages that appeal to young people, such as industry denormalisation, may be expanded globally with appropriate tailoring to appeal to regional values.

Suggested Citation

  • Hafez, N & Ling, P M, 2005. "How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control," University of California at San Francisco, Center for Tobacco Control Research and Education qt5tp828kn, Center for Tobacco Control Research and Education, UC San Francisco.
  • Handle: RePEc:cdl:ctcres:qt5tp828kn
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    Cited by:

    1. Nhung Nguyen & Louisa M. Holmes & Minji Kim & Pamela M. Ling, 2020. "Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study," IJERPH, MDPI, vol. 17(20), pages 1-13, October.
    2. Tobias Vogt & Alyson van Raalte & Pavel Grigoriev & Mikko Myrskylä, 2017. "The German East-West Mortality Difference: Two Crossovers Driven by Smoking," Demography, Springer;Population Association of America (PAA), vol. 54(3), pages 1051-1071, June.
    3. Anderson, Stacey J. & Pollay, Richard W. & Ling, Pamela M., 2006. "Taking ad-Vantage of lax advertising regulation in the USA and Canada: Reassuring and distracting health-concerned smokers," Social Science & Medicine, Elsevier, vol. 63(8), pages 1973-1985, October.
    4. Dawes, John, 2014. "Cigarette brand loyalty and purchase patterns: An examination using US consumer panel data," Journal of Business Research, Elsevier, vol. 67(9), pages 1933-1943.
    5. Katherine Clegg Smith & K. Welding & C. Kleb & C. Washington & J. Cohen, 2018. "English on cigarette packs from six non-Anglophone low- and middle-income countries," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 63(9), pages 1071-1079, December.
    6. Tobias C. Vogt & Alyson A. van Raalte & Pavel Grigoriev & Mikko Myrskylä, 2016. "German East-West mortality difference: two cross-overs driven by smoking," MPIDR Working Papers WP-2016-004, Max Planck Institute for Demographic Research, Rostock, Germany.
    7. Evans-Polce, Rebecca J. & Castaldelli-Maia, Joao M. & Schomerus, Georg & Evans-Lacko, Sara E., 2015. "The downside of tobacco control? Smoking and self-stigma: A systematic review," Social Science & Medicine, Elsevier, vol. 145(C), pages 26-34.
    8. Erin J. Miller Lo & William J. Young & Ollie Ganz & Eugene M. Talbot & Richard J. O’Connor & Cristine D. Delnevo, 2022. "Trends in Overall and Menthol Market Shares of Leading Cigarette Brands in the USA: 2014–2019," IJERPH, MDPI, vol. 19(4), pages 1-11, February.

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