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Guatemala: snow stopping ’em

Center for Tobacco Control Research and Education, University of California, San Francisco, California, USA; jbarnoya@medicine.ucsf.edu

The first 150 words of the full text of this article appear below.

Some interesting examples of horses for courses in tobacco advertising were to be seen early this year in Guatemalan newspapers. Snow is about as common in Guatemala as palm trees in Antarctica, but when you are selling a myth to educated people, you can use a wide range of reference points. Philip Morris’s Marlboro brand is mostly smoked by the higher and middle socioeconomic classes, so a pretty cowboy scene with snow is no barrier when wishing people a happy holiday season from the world of Marlboro.

Philip Morris ads for two of its brands marketed in Guatemala: snow and cowboys for upmarket Marlboro smokers, more traditional Guatemalan scenes for its local Rubios brand.

However, Philip Morris also makes the local Rubios brand, smoked mainly by people at the lower end of the socioeconomic scale, so for its "Merry Christmas" ad, a traditional Guatemalan scene, with a starlit courtyard looking . . . [Full text of this article]