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 …