| The Tobacco Reference Guide |
| by David Moyer, MD. |
| Chapter 28 Advertising |
| tobacco reference guideg (artefact pour |
| Advertising: Antitobacco advertising |
| globalink (artefact pour saut de ligne) |
| In 1984, Philip Morris created the Marlboro Adventure Team as a means of promoting |
| its flagship cigarette brand in West Germany. This promotion marked a departure |
| from the cowboy theme, depicting instead a variety of wilderness activities such as |
| off-road motorcycling, white-water rafting, and mountaineering. In addition to a chance |
| to join the team, consumers were able to purchase "Adventure Gear" equipment and |
| souvenirs with Marlboro proof-of-purchase coupons. By 1992, the promotion had |
| appeared in Belgium, Switzerland, Italy and Turkey. DOC, an international |
| organization of health professionals, was founded in 1977 to counteract the promotion |
| of lethal lifestyles, especially tobacco advertising, by means of paid satirical |
| counter-advertising. Between 1988 and 1992, DOC achieved modest successes in |
| Colorado and Wyoming in ending a tobacco promotion known as the Marlboro Ski |
| challenge, by means of the purchase of advertisements promoting the "Barfboro Ski |
| Challenge" ("barfing" is American slang for "vomiting" and is frequently used on |
| popular TV shows). In 1993, in an effort to undermine the Marlboro Adventure Team's |
| US debut in the western states, DOC repainted a Volkswagen van as the Barfmobile, |
| hired a handsome comedian as the Barf Man, printed thousands of Barfboro Barf |
| Bags, and created the Barfboro Barfing Team. Canvassing six western states in 1993 |
| and six northeastern states in 1994, the Barfing Team coordinated dozens of |
| community activities designed to get young people to laugh at the Marlboro Adventure |
| Team. The growing popularity of the Barfboro Barfing Team - a low-cost, |
| newsworthy, easily replicated, and readily updated promotion - highlights the |
| importance of shifting the focus of anti-smoking efforts from generic campaigns that |
| emphasize the dangers and the ugliness of smoking, and instead onto brand |
| name-ridicule aimed at changing the attitudes of young users toward Marlboro. |
| Quote from Tobacco and Health, p. 656 (Alan Blum) |
| tobacco reference guideg (artefact pour saut |
| In September 1995, counterads created by children mocking Marlboro and Virginia |
| Slims began appearing on New York City taxis. One depicts a skeleton on a horse in |
| front of the word "cancer" rendered in the Marlboro typeface. Another spoofs Virginia |
| Slims as "Virginia Slime" and shows a crone smoking and the parody slogan "You've |
| come the wrong way, baby!" |
| New York Times, August 27, 1995, p. F11 |
| tobacco reference guideg (artefact pour saut |
| Page 22 of 66 |
| globalink (artefact pour saut de ligne) |
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