Center for Tobacco Control Research and Education, 530 Parnassus Ave, Suite 366, Box 1390, University of California San Francisco, San Francisco, CA 94143-1390, USA.
Am J Public Health. 2010 Jan;100(1):78-87. doi: 10.2105/AJPH.2008.152603.
Since 2006, RJ Reynolds (RJR) and Philip Morris have both introduced new smokeless "snus" tobacco products. We analyzed previously secret tobacco industry documents describing the history of RJR and Philip Morris's consumer research, smokeless product development, and marketing strategies. We found that RJR had invested in smokeless research, development, and marketing since 1968. RJR first targeted low-income males through sampling and sponsorship at fishing, rodeo, and baseball events, and through advertising portraying the user as "hard working." In the early 1990s, Philip Morris and RJR hoped to attract more urban, female smokeless users. The current "snus" campaigns appear to appeal to these targeted consumers and smokers in smoke-free environments. These efforts may expand the tobacco market and undermine smoking cessation.
自 2006 年以来，RJ Reynolds（RJR）和菲利普莫里斯都推出了新的无烟“鼻烟”烟草产品。我们分析了之前烟草业的秘密文件，描述了 RJR 和菲利普莫里斯的消费者研究、无烟产品开发和营销策略的历史。我们发现，RJR 自 1968 年以来就开始投资于无烟研究、开发和营销。RJR 首先通过在钓鱼、牛仔竞技和棒球等活动中的抽样调查和赞助，以及通过广告将使用者描绘成“努力工作”的形象，瞄准了低收入男性。在 20 世纪 90 年代初，菲利普莫里斯和 RJR 希望吸引更多的城市、女性无烟使用者。目前的“鼻烟”运动似乎吸引了这些目标消费者和无烟环境中的吸烟者。这些努力可能会扩大烟草市场，破坏戒烟。
