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A historical review of R.J. Reynolds’ strategies for marketing tobacco to Hispanics in the United States
Abstract
Hispanics are the fastest growing racial/ethnic group in the United States, and smoking is the leading preventable cause of morbidity and mortality among this population. We analyzed tobacco industry documents on R. J. Reynolds’ marketing strategies toward the Hispanic population using tobacco industry document archives from the Legacy Tobacco Documents Library ( http://legacy.library.ucsf.edu ) between February–July 2011 and April–August 2012. Our analysis revealed that by 1980 the company had developed a sophisticated surveillance system to track the market behavior of Hispanic smokers and understand their psychographics, cultural values, and attitudes. This information was translated into targeted marketing campaigns for the Winston and Camel brands. Marketing targeted toward Hispanics appealed to values and sponsored activities that could be perceived as legitimating. Greater understanding of tobacco industry marketing strategies has substantial relevance for addressing tobacco-related health disparities.
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“The tobacco industry has used promotional 4 and coalitionbuilding tactics to specifically target particular groups (including African Americans 5-7 ; Hispanics 6,8,9 ; lesbian, gay, bisexual, transgender, queer, and questioning community 10,11 ; and women 12-14 ).”
From Tobacco Industry Promotional Strategies Targeting American Indians/Alaska Natives and Exploiting Tribal Sovereignty (2019) · cites this paper as [8]
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“Marketing strategically targets consumers' values, attitudes and beliefs, 16 17”
From Tobacco industry misappropriation of American Indian culture and traditional tobacco (2018) · cites this paper as [16]
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“For example, tobacco industry documents detail how R.J. Reynolds (RJR) incorporated Spanish language, cultural values and sponsorship of musical and other community festivals as a culturally relevant marketing strategy to target Hispanics. 16”
From Tobacco industry misappropriation of American Indian culture and traditional tobacco (2018) · cites this paper as [16]
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Cited by
Sorted by citations
Tobacco industry misappropriation of American Indian culture and traditional tobacco
D’Silva, J., O’Gara, E., & Villaluz, N. T. (2018) · Tobacco Control · doi:10.1136/tobaccocontrol-2017-053950 · Cited by 54
Lempert, L. K., & Glantz, S. A. (2019) · Nicotine & Tobacco Research · doi:10.1093/ntr/nty048 · Cited by 53
Kwon, D. M., Santiago-Torres, M., Mull, K. E., Sullivan, B. M., Zvolensky, M. J., & Bricker, J. B. (2022) · Preventive Medicine Reports · doi:10.1016/j.pmedr.2022.101952 · Cited by 16
Metadata
- Authors
- Iglesias-Rios, L., & Parascandola, M.
- Affiliations
- At the time of writing, Lisbeth Iglesias-Rios and Mark Parascandola were with the Tobacco Control Research Branch, Behavioral Research Program, Division of Cancer Control and Population Sciences, National Cancer Institute, Rockville, MD.
- Venue
- American Journal of Public Health
- Publisher
- American Public Health Association
- Published
- 2013-05
- Volume
- 103
- Issue
- 5
- Pages
- e15-e27
- ISSN
- 0090-0036
- 1541-0048
- Cited by
- 60
- References
- 0
- Language
- en
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- Iglesias-Rios, L., & Parascandola, M. (2013). A historical review of R.J. Reynolds’ strategies for marketing tobacco to Hispanics in the United States. American Journal of Public Health. https://doi.org/10.2105/ajph.2013.301256
