Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #116593

Jesse M. Gelwicks, MA¹, Susan E. Middlestadt, PhD², Kimberly Maxwell, PhD¹, Junette McWilliams, MPH¹, and Caryn Sweeney, MA¹. (1) Center for Applied Behavioral and Evaluation Research, Academy for Educational Development, 1825 Connecticut Avenue, NW, Suite 800, Washington, DC 20009, 202.884.8053, jgelwick@aed.org, (2) Applied Health Science, Indiana University, 116 HPER, Bloomington, IN 47405

As the Hispanic population in the US has grown, so have tobacco industry efforts targeting this segment. Analysis of previously secret internal industry documents can illuminate marketing strategies targeting Hispanic women and suggest approaches to counter-marketing. Searches were conducted of tobacco industry collections available online (http://tobaccodocuments.org). This presentation analyzes Philip Morris (PM) documents that describe the development of the first Virginia Slims campaign targeting Hispanics and an accompanying “heavy-up” retail promotion. Based on surprisingly few qualitative studies, Philip Morris developed the first Virginia Slims Hispanic campaign in 1990. An analysis of the studies reveals: difficulties translating into Spanish while retaining cultural relevance; issues with tag line “you have come a long way, Baby;” recognition that “Latin humor is frequently different from Anglo humor;” concern over the “traditional attitude” that women who smoke are of “easy virtue;” the responsiveness of Hispanic women to “products created for women;” and the need to simplify copy and rely on visuals. Accompanying the national advertising, PM successfully tested a “heavy-up” retail promotion in 100 stores in East LA. A pearl necklace was offered to consumers who purchased two packs of Virginia Slims; the offer was promoted in-store. A heavy-up gives the illusion that a brand is more popular than it is and often influences those like Hispanic women who select popular brands. In conclusion, industry documents reveal not only that the industry was targeting Hispanic women, but outline specific barriers, opportunities, and strategies. Implications for counter-marketing will be presented.

Learning Objectives:

• Learners will be able to identify advertising approaches used to market Virginia Slims to Hispanic women
• Learners will be able to understand how an analysis of previously secret tobacco industry documents can inform current tobacco prevention and control efforts

Keywords: Latinas, Tobacco Industry

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.