"Brokeback Mountain" notwithstanding, where have all those Marlboro men gone? Back in the 1880s, when America's cowpoke and plain folk were legally swigging cocaine laced Coca-Cola, even the pharmaceutical company Parke Davis got into the act with a cigarette that combined nicotine and cocaine. That was then.
Targeted, Marketed and Packaged
On January 27, 2003, a year before the congressional tobacco company hearings, Altria Group pulled off a marketing bonanza by becoming the umbrella company for a family of companies. It's now the 'squeaky clean' parent of Kraft Foods, General Foods, Maxwell House, Jacobs Suchard (Kraft- owned), Nabisco and other household brands including guess who? " Philip Morris, the largest tobacco company in the United States; manufacturer of Alpine, Basic, Benson & Hedges, Bristol, Bucks, Cambridge, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M and Marlboro. Internationally, Philip Morris markets seven of the top 20 global cigarette brands. Mid-twenties to mid-thirties age groups are prime targets.
In April 1994 the Tobacco Products Hearing was held before the House Subcommittee on Health and the Environment. If you were watching, you saw seven barefaced tobacco company CEOs, including the president of Philip Morris USA, lie under oath that nicotine was not addictive. Oops! In January 1998 tobacco executives testified before Congress that "nicotine is addictive under current definitions of the word and smoking may cause cancer."
Hiding in plain sight, cigarette mavens continue their promotional smokescreen by telling us "the company prides itself on responsible marketing."
Better Than Plastic Surgery
By aligning it with some of America's best-known food companies, Altria changed the identity of the leading cigarette brand in the world. The Marlboro product has not changed. Using it can still kill you. But we're supposed to feel warm and fuzzy because mom always had "good to the last drop" Maxwell House in the pantry and creamy Kraft in the refrigerator.
American Born-Bred For Export
Great Britain has also banned cigarette advertising"sort of. Like all things hideous, the Beast thrives underground. The London Observer interviewed an expert on smoking, Dr. Gerard Hastings of Scotland's Stirling University. "The more subtle the message, the more likely it is to be accepted," says Hastings. "If you see something blatant, it forewarns you. But if it's something subliminal it will go under the radar." Yes, like the Stealth Bomber!
With tougher marketing restrictions, Philip Morris has had to use subtler venues to sell a package of Marlboro. In some of Britain's upscale bars and clubs for example, you might see fashionable combinations of red and white in furniture, ashtrays and other paraphernalia. Lounge areas might have comfy red sofas positioned in front of videos showing westerns with leathery looking cowboys. Subliminally, you crave a Marlboro.
Smoking Guns Target Children
Here's a direct quote from one of Philip Morris's own research papers. "The sixteen to twenty-year-old begins smoking for psychosocial reasons. The act of smoking is symbolic: It signifies adulthood. He smokes to enhance his image in the eyes of his peers." FYI, studies showed Joe Camel (R.J. Reynolds) was as recognizable to a six-year-old as Mickey Mouse.
After years of smoking research, noted physician, Joseph Roland DiFranza discovered that nonsmoking children who believe smoking will make them more popular are eight times more likely to say they intend to smoke in the future. DiFranza says most smokers become addicted when they are minors without understanding the long-term consequences.
Addiction a Lifelong Struggle
In a January 25, 2006 New York Times front page story, "Still Smoking in New York City," staff writer Alan Feuer reported on Mayor Michael Bloomberg's intention to raise the city's cigarette tax by 50 cents. "You raise your cigarette taxes, fewer children go and smoke," said the mayor. New York City smokers now pay a $3.00 tax per pack. With a 50-cent tax rise, some brands will cost over $8.00 a pack. But another 50 cents plus the likelihood of developing lung cancer or heart disease still won't deter those who are tragically hooked.
The Bottom Line
Philip Morris would like us to believe they care about our health. They foster youth smoking prevention (see their website). But how can a cigarette company, hiding under the radar of benign popular food brands, pride itself on "responsible marketing" when it admits smoking is addictive and can cause cancer? How can a responsible company target young people to use its toxic habit-forming product? Playing with the minds of minors who believe it's cool to smoke is like a sharpshooter taking calculated aim at a fawn.
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