ArticleTobacco control2005
How Philip Morris built Marlboro into a global brand for young adults: implications for international tobacco control.
Article in Tobacco control, 2005. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 54 papers, 3 of them syntheses that pooled it.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
54 citing papers in PubMed, 3 syntheses or guidelines pooled it, 124 citations in OpenAlex.
- Sexually dimorphic response to tobacco in the development of chronic kidney disease: a systematic review.BMC nephrology · 2024Pooled it
- The downside of tobacco control? Smoking and self-stigma: A systematic review.Social science & medicine (1982) · 2015Pooled it
- The vector of the tobacco epidemic: tobacco industry practices in low and middle-income countries.Cancer causes & control : CCC · 2012Pooled it
- Marlboro Man goes artisanal?Tobacco control · 2025Article
- Perceptions of Smoking Stigma Among African Americans: A Qualitative Study.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2025Article
- "I Like the Vibes it Gives": Adolescent Perspectives on Cannabis Billboards and Print Advertising in Nevada.Journal of drug issues · 2024Article
- Young adult peer crowds, e-cigarette advertising exposure, and e-cigarette use: Test of a mediation model.Drug and alcohol dependence · 2024Article
- Philip Morris International's Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2023Review
- User-generated content and influencer marketing involving e-cigarettes on social media: a scoping review and content analysis of YouTube and Instagram.BMC public health · 2023Article
- Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines.Tobacco induced diseases · 2023Article
- Real-Time Context of Tobacco Marketing Exposure and Community Vulnerability-An Ecological Momentary Assessment Among Young Adults.Annals of behavioral medicine : a publication of the Society of Behavioral Medicine · 2022Article
- Trends in Overall and Menthol Market Shares of Leading Cigarette Brands in the USA: 2014-2019.International journal of environmental research and public health · 2022Article
- Youth perceptions of Brand variant names on standardised cigarette packs, and responses to replacing these with numbers: a focus group study in Britain.Drugs (Abingdon, England) · 2022Article
- Gender-related beliefs and attitudes about tobacco use and smoking cessation in Mexico.Health psychology and behavioral medicine · 2021Article
- Social media use by leading US e-cigarette, cigarette, smokeless tobacco, cigar and hookah brands.Tobacco control · 2020Article
- Using Peer Crowd Affiliation to Address Dual Use of Cigarettes and E-Cigarettes among San Francisco Bay Area Young Adults: A Cross Sectional Study.International journal of environmental research and public health · 2020Article
- Associations of Tobacco Advertising Appeal With Intentions to Use Alternative Tobacco Products Among Young Tobacco Users Experiencing Homelessness.American journal of health promotion : AJHP · 2020Article
- E-cigarette Marketing Exposure and Subsequent Experimentation Among Youth and Young Adults.Pediatrics · 2019Article
- A multi-level, multi-jurisdictional strategy: Transnational tobacco companies' attempts to obstruct tobacco packaging restrictions.Global public health · 2019Article
- Tobacco Advertisement Liking, Vulnerability Factors, and Tobacco Use Among Young Adults.Nicotine & tobacco research : official journal of the Society for Research on Nicotine and Tobacco · 2019Article
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
2 authors at 1 institution in 1 country.
Funding
Abstract
objectiveTo describe Philip Morris' global market research and international promotional strategies targeting young adults.
methodsAnalysis of previously secret tobacco industry documents.
resultsPhilip 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.
conclusionsValues 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.
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What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.