Only a perfect balance of sunshine and moisture produce vintage tobacco-with its qualities of gentleness and delicate flavor. These qualities tell why Philip Morris has made so many friends among younger smokers-with their fresher, unspoiled tastes. Follow Young America's Lead.
“Gentleness and delicate flavor “These qualities tell why Phillip Morris has made so many friends among young smokers .
- with their fresher, unspoiled tastes.” Smoking is not a habit often undertaken by adults. Almost all new smokers, the lifeblood of the industry, are teens and young adults aged 13 to 21. Internal company documents show that young people have been (and remain today) a key marketing target. Infants and children are often depicted in ads from the Golden Age of American cigarette advertising (1930s-‘50s): a baby held tenderly in its mother’s arms illustrates the gentleness of Philip Morris; another series has babies endorsing their parent’s use of a particular brand. Still other ads show children gifting their dads with cigarettes on Father’s Day. Teens were also a consistent target (internally characterized as “replacement smokers”): hence the ad copy that tells how Philip Morris “has made so many friends among younger smokers – with their fresher, unspoiled tastes.” A young man, with books cuddled under his arm and a pack in his hand, praises Chesterfields as “The largest selling cigarette in America’s colleges.” Graduates in cap and gown, holding cigarettes, were also used to identify, none too subtly, smoking as a proud badge of adulthood.
College, Female, Male, romance, Youth
