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Joe camel in a bottle: Diageo, the Smirnoff brand, and the transformation of the youth alcohol market

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  • Mosher, J.F.

Abstract

I have documented the shift in youth alcoholic beverage preference from beer to distilled spirits between 2001 and 2009. I have assessed the role of distilledspirits industrymarketing strategies to promote this shift using the Smirnoff brand marketing campaign as a case example. I conclude with a discussion of the similarities in corporate tactics across consumer products with adverse public health impacts, the importance of studying corporate marketing and public relations practices, and the implications of those practices for public health.

Suggested Citation

  • Mosher, J.F., 2012. "Joe camel in a bottle: Diageo, the Smirnoff brand, and the transformation of the youth alcohol market," American Journal of Public Health, American Public Health Association, vol. 102(1), pages 56-63.
    • Handle: RePEc:aph:ajpbhl:10.2105/ajph.2011.300387_6
    DOI: 10.2105/AJPH.2011.300387
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    Cited by:

    1. Mosher, James F JD, 2016. "THE 2016 CALIFORNIA MARIJUANA INITIATIVE AND YOUTH: Lessons from Alcohol Policy," University of California at San Francisco, Center for Tobacco Control Research and Education qt7f2057rx, Center for Tobacco Control Research and Education, UC San Francisco.
    2. Richard I. Purves & Martine Stead & Douglas Eadie, 2018. "“I Wouldn’t Be Friends with Someone If They Were Liking Too Much Rubbish”: A Qualitative Study of Alcohol Brands, Youth Identity and Social Media," IJERPH, MDPI, vol. 15(2), pages 1-18, February.

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