I have been curious lately to know how the tobacco industry has been handling CVS and other pharmacies discontinuing the sale of tobacco products as well as some states raising the tobacco (purchasing) age from 18 or 19 to 21. To my knowledge advertising for cigarettes and other tobacco products was banned from television years ago. What kind of marketing tactics has Marlboro been employing recently and who are the target audiences? I discovered that they have been running a campaign in around 50 countries called “Don’t Be a Maybe.”
This same campaign ran in Germany in 2011 but has been banned since. They banned the campaign because “the English-language campaign features young people being spontaneous, sexy, creative or free – implying that by taking up the harmful habit they have shaken off their inhibitions and stopped being a “Maybe.”” They thought that the campaign was targeting young people.
Some things I am curious about with Marlboro are:
- Who does Marlboro think the target group for this marketing campaign is?
- Does Marlboro claim to be doing anything to prevent minors from smoking before they are of age?
- Will Marlboro insert itself into the marijuana industry now that more states are beginning to legalize?
There aren’t a ton of articles in English about the campaign but here is one I found using ABI/INFORM Complete and cited using Ref Works that I think will be useful while writing my paper:
“Public Health Groups Urge Philip Morris International to End Global Ad Campaign for Marlboro Cigarettes that has been found to Target Youth.” PR Newswire: n/a. Mar 12, 2014 2014. Print.