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‘Do both’: glo events and promotion in Germany
  1. Kathleen Gali1,
  2. Hannah Fuchs2,
  3. Judith J Prochaska1
  1. 1 Stanford Prevention Research Center, School of Medicine, Stanford University, Stanford, California, USA
  2. 2 Medical School, Medical Sciences Division, University of Oxford, Oxford, Oxfordshire, UK
  1. Correspondence to Dr Kathleen Gali, Stanford Prevention Research Center, School of Medicine, Stanford University, Stanford, CA 94305, USA; kgali{at}

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A new generation of heated tobacco products (HTPs) is being widely promoted in traditional (billboards, print) and social media in Germany. In Germany, HTPs are considered distinct from cigarettes or electronic cigarettes1; bear a 33% lower tax burden than cigarettes2–4 and unlike the graphical health warnings required on cigarette packaging,5 only require a written warning.6

Philip Morris International’s IQOS entered the German market in June 2016.7–11 British American Tobacco’s glo,12–14 followed 4 years later and has taken what appears to be a young target marketing approach. Though later to market, glo is showing greater popularity and traction than IQOS on social media (figure 1). This industry watch examines glo’s marketing approach.

Figure 1

A. Glo Germany’s Instagram page shows 3049 followers, includes links to challenges, and has images of travel influencer Yvonne Pfeffer and Singer bill Kaulitz from the band Tokio hotel, both popular among young people. The description reads ‘Echter Genuss Oder New-Tech? Beides, auf einmal. Mit dem gloTM Heater’ that translates to ‘Real enjoyment or new-tech? Both at the same time. With the gloTM heater.’ Retrieved on 8 September 2020. B. IQOS Germany’s Instagram page shows 1205 followers with images of their device, flavours and corporate office. The description reads …

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  • Contributors KG conceptualised the paper. HF conducted the social media scan and collected the social media marketing activities. KG, HF and JJP contributed to the interpretation and write up of the manuscript and approved the final manuscript.

  • Funding This work was supported by a postdoctoral fellowship training grant from the National Heart, Lung, and Blood Institute (T32HL007034).

  • Competing interests JJP reports personal fees from Plaintiff Law Firms in lawsuits against the tobacco companies, from Achieve Life Sciences, and from Carrot, for consulting outside the submitted work.

  • Provenance and peer review Not commissioned; externally peer reviewed.

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