tobacco advertising tactics

8/19/2019 Tobacco Advertising Tactics

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Tobacco industry strategies to build andmaintain markets among women and girls

Box 738, 101 35 Stockholm. Besöksadress: Klara Östra Kyrkogata 10. www.tobaksfakta.se

Margaretha Haglund

Tobacco Control ExpertThinkTank Tobacco FactsSweden


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Totally unacceptable in most countries 100 yearsago now Europe is the WHO Region with thebiggest market grow. How come?

Box 738, 101 35 Stockholm. Besöksadress: Klara Östra Kyrkogata 10 www.tobaksfakta.se


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Very few women smoked until end of the 1920´s

• “ They don’t really know what to do with the smoke.

Neither do they know how to hold their cigarettes

properly. Actually they make a mess of the whole

performance.”

A hotel manager in New York 1919 to a New York Timesreporter about women who smoked


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In the 1920´s the tobacco industry discovered ahuge potential market for cigarettes; the women

• ”It will be like opening

a new gold mine in our

front yard!”

Mr Hill, President of theAmerican Tobacco

Company in 1928,


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The father of PR Edward Bernays was consultedto create the cigarette market among women

• Easter Sunday 1929 in NewYork where AmericanTobacco hired 10 young

women to smoke in thestreets.

The ”torches for freedom march” broke the social stigma that women

could not smoke in the streets!


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Women were even trained to smoke!


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Also from the beginning the TobaccoIndustry used Gender-Based Analysis

• The tobacco industryalways looks at itsmarket in two groups,

male and female, and inits diversity (e.g age,ethnicity, socio-economic status), inclin its product

development andmarketing around theworld


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The first advertising campaign targeting

women in U.S 1925• Reach for a Lucky instead

of a sweet was the slogan

• The campaign alsoincluded activities on howwomen should eat

• Eg. hotels were urged toadd cigarettes to theirdessert list


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More examples from 1920´s and 1930´s


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Even small children were used in tobacco ads topromote smoking among womenThe ”Born gentle smoke-campaign from the 1950´s

The Leo Burnett slogans were eg. : ”Can you afford not to smoke Mummy?,”Mummy before you argue you should light up a cigarette


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After the U.S the tobacco industry has ”invaded”country after country with the same marketingmethods

U.K in 1930´s Lithuania in 1990´s Ukraine in 2000´sSweden in 1950´s Russia in 2000´s


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Summary of the marketing mix targetingwomen

• The same strategy has been used in countryafter country with the following

marketing mix:

• Promoting images designed to appealspecifically to women

• Promoting new brands/products which arespecifically aimed at women

• Women targeting promotions and brandstretching

•

Using women´s magazines to directadvertising at women•

Sweden in the 1960´s


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Today´s main types of promotional activities

• Massmedia advertising andsponsorship of cultural andsporting events

• Point of sale promotionalactivities in shops and kiosks

• Pack-design to appeal especiallyto women and girls

• Free distribution of tobaccoproducts

• Brand-strechning – non-tobaccoproducts with tobacco brand

names• Internet promotion • New products


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Promotional strategy: Women focusedmassmedia campaigns when a ban is not inplace


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Direct advertising now banned in most CIScountries – The example Russia before 2014


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Promotional strategy: Pack design - Thefemale tobacco brands

Now spred all over Europe!

Source:Empower 2015

Russia


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Georgia – examples of female cigarettepacks now on the market

From 2016


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Strategy: New products/productdevelopment targeting women

• E-cigarettes • Hokkah and Snus (oraltobacco)

h b i d i l i h


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The tobacco industry is also using otherstrategies eg. CSR to ”seduce women”

The example: Philip Morris own Empower

Women!

Eg. in 2012 PM; sponsored 15domestic-violence projects in 10

European countries: Estonia,France, Germany, Latvia, Lithuania,Portugal, Serbia, Slovakia, Spainand Switzerland) to a total amountof almost US$ 460 000.

Are there examples from

CIS countries?


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Women and tobacco – The gloomy results of thetobacco industries activities targeting women

• Europe is the WHO Region with the biggest market growth infemale smoking

• Although a serious situation; less women now smoke,

19 %, than in 2005, 25 %

• Big differences in between west, north, south and east Europe

– 3 typical smoking patterns- Nordic and Western countries; Little or no difference in between

female and male smoking

- Central an Southern Europe; Higher male smoking buth also highfemale smoking and still rising

- CIS countries (except Russia) High prevalence of male smoking and

rather low rate of female smoking but increasingSource: Empower, 2015


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Con´d. Women and Tobacco in Europe; Somegloomy facts!

• In most countries: The younger the women are, the lessdifferences in between women´s/girls and men´s/boyssmoking

• In countries where women smoking rates are low but high

for men women´s involuntarily exposure to SHS is a severehealth risk for women

Source: Empower, 2015


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Smoking prevalences among women andmen in CIS countries?

Estimates

2012

Male smokingprevalence

Femalesmoking prev.

Azerbaijan 48,6 0,4

Belarus 49,4 11,0

Georgia 58,6 5,8

Kazakhstan 46,3 9,7

Kyrgyzstan 50,2 3,8

Moldova 44,6 5,4

Russia 60.3 22,5

Ukraine 51,4 14,4

Uzbekistan 25,9 1.

Source:Global Health Observatory data Respository from WHO/TFI web

Armenia 54,8 1,7

No data availablefrom Tajikistan and

Turkmenistan


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Margaretha Haglund

Which markets are the tobaccoindustry now looking at?

In particular countries where• Women´s disposable income is growing

• Women are seeking emancipation

• Health effects are still unknown by many women

•

Addiction to nicotine is underestimated incl not known• Gender sensitive programs do not exist or are rare

• Tobacco industry can advertise its products without much ofrestrictions. The more loopholes the better for them!


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Implementation status of FCTC Article 13 :Thecomprehensive ban on advertising, promotion

and sponsorship

• Europe is behind otherWHO Regions inimplementingcomprehensive TAPS ban

• Most neglected forms:indirect bans e.g brandstretchning, brand sharing,CSR and contribution toprevention campaigns and

appearance of tobaccoproducts in TV and/orfilms

• Most CIS countries havebanned tob adv on TV,radio, in domestic

newspapers and atbillboards

• No country have yetintroduced standardised

plain tobacco packs

Source: WHO&INWAT Empower 2015 and EHO Europé Tobacco Controlm Database 2016


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Thank you!

My email address: [email protected]

WHO Europe´s Empower Women

tobacco advertising tactics

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