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

J.F. Mosher

American Journal of Public Health, 2012, vol. 102, issue 1, 56-63

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 distilledspirits industrymarketing 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.

Date: 2012
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://hdl.handle.net/10.2105/AJPH.2011.300387

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aph:ajpbhl:10.2105/ajph.2011.300387_6

DOI: 10.2105/AJPH.2011.300387

Access Statistics for this article

American Journal of Public Health is currently edited by Alfredo Morabia

More articles in American Journal of Public Health from American Public Health Association
Bibliographic data for series maintained by Christopher F Baum ().