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Am J Public Health. 2012 Jan;102(1):56-63. doi: 10.2105/AJPH.2011.300387. Epub 2011 Nov 28.

Joe Camel in a bottle: Diageo, the Smirnoff brand, and the transformation of the youth alcohol market.

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1
Alcohol Policy Consultations, Felton, CA 95018, USA. jimmosher@sbcglobal.net

Abstract

I have documented the shift in youth alcoholic beverage preference from beer to distilled spirits between 2001 and 2009. I have assessed the role of distilled spirits industry marketing strategies to promote this shift using the Smirnoff brand marketing campaign as a case example. I conclude with a discussion of the similarities in corporate tactics across consumer products with adverse public health impacts, the importance of studying corporate marketing and public relations practices, and the implications of those practices for public health.

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PMID:
22095339
PMCID:
PMC3490567
DOI:
10.2105/AJPH.2011.300387
[Indexed for MEDLINE]
Free PMC Article

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