The Menthol Marketing Mix: Targeted Promotions For Focus Communities in the United States

This study analyzes tobacco industry menthol marketing strategies aimed at urban predominantly Black populations. Data are drawn from an interview with a former Brown & Williamson Tobacco Company trade marketing manager, tobacco industry documents on Kool promotions in urban areas, and public he...

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Bibliographic Details
Published in:Nicotine & tobacco research 2010-12, Vol.12 (Supplement 2), p.S147-S153
Main Authors: Cruz, Tess Boley, La Tanisha Wright, Crawford, George
Format: Article
Language:English
Subjects:
Advertising as Topic
African Americans
Humans
Marketing - methods
Menthol
ORIGINAL INVESTIGATIONS
Smoking
Tobacco Industry - methods
United States
Urban Population
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Summary:This study analyzes tobacco industry menthol marketing strategies aimed at urban predominantly Black populations. Data are drawn from an interview with a former Brown & Williamson Tobacco Company trade marketing manager, tobacco industry documents on Kool promotions in urban areas, and public health literature on tobacco marketing. Tobacco companies recognize the growth potential for the menthol segment in these urban communities. They have higher levels of price discounts and signage, exert tight controls over the retail environment, and use hip-hop lifestyle to associate menthol products with urban nightlife, music, fame, and cultural edginess among younger smokers. Tobacco companies regard the urban Black menthol segment as one of the few markets in which they can grow sales despite declines elsewhere in the United States. Consequently, this population is surrounded by intense and integrated levels of marketing. We need strong monitoring, regulation, and enforcement efforts that will counter the industry's use of menthol at multiple levels in urban environments.
ISSN:1462-2203
1469-994X
DOI:10.1093/ntr/ntq201