Statistics from Altmetric.com
If you wish to reuse any or all of this article please use the link below which will take you to the Copyright Clearance Center’s RightsLink service. You will be able to get a quick price and instant permission to reuse the content in many different ways.
In 1995, Marlboro was the leading brand of cigarettes in Argentina. In order to challenge Marlboro’s position, BAT undertook a psychographic study of Argentinean youth. They found that based on their political and religious convictions “young adults” could be classified into three different groups: “progressives,” “jurassics” and “crudos” or “spoiled brats.” “Jurassics,” or conservatives, representing 40% of the youth market, were strict, macho, religious, pro-United States and nationalistic.1 Using this research, BAT developed a strategy for their main national brand, Jockey Club (JC), to compete with Marlboro in this large and important segment. BAT have linked …
Competing interests: None.