News analysis
Brazil: tin cigarette cases as a marketing strategy
National Cancer Institute, Ministry of Health, Rio de Janeiro, Brazil; leticiac@inca.gov.br
| The first 150 words of the full text of this article appear below. |
Brazilian legislation limits tobacco marketing to the point of sale. Nevertheless, tobacco companies are constantly devising new marketing strategies to maintain and increase market share and sales. One of the latest of such strategies by Philip Morris took place recently after in Brazil in Rio de Janeiro. To stimulate sales of its Pall Mall Blue brand (the one with the highest machine measured tar content), the company issued a "Collector’s" cigarette pack carrier in the form of a metal box. While a pack of Pall Mall sells for R$2.25 (approximately US$1.05), for an additional R$2.25, the consumer could buy the can. The outside was printed with car license plates from cities around the world, together with the words, "Imagine yourself Pall Mall."
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The cans carried all the mandatory health warnings. Inside, there was a triple-section folded
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