In 2011, Marlboro introduced a campaign in Germany that encouraged taking risks and living life to the fullest. Dubbed the, “Be Marlboro” campaign, the billboards included sayings such as, “Maybe never fell in love,” or, “Maybe wouldn’t take a chance.” At the bottom of these ads, a quick slogan was found: “Don’t be a maybe, be Marlboro.” While credit must be given to the cigarette company for a quality ad campaign, it was distressing to uncover that all these images are of smokers from ages 18 to 24.

       

A tobacco company targeting younger audiences is not a new practice: Joe Camel, a cartoon camel, was as recognizable as Mickey Mouse to American children in 1991.[1] Willie, the Kool Penguin, was an animated penguin used by Kool Cigarettes from the 30s until the 60s. It goes without saying that these advertisements were specifically tailored toward the youth.

       

Fortunately, in recent years, the popularity of orthodox cigarettes among the younger generation has actually decreased. While this may seem like a trend in the right direction, nothing comes without a price. The CDC explains the trade-off, finding that e-cigarette, or vape use among youth has tripled. The appeal of e-cigarettes is simple: they’re cool. One may remember an iconic black and white photograph of James Dean in the 50s, smoking. Recently, that image has given way for a Snapchat story of a teenager vaping. These companies that are funded by big tobacco companies are not actively trying to steer kids away from their product, with flavors reminiscent of fruits and desserts. These companies try to stay clear of any regards to the health or age of their users. The founders of popular e-cigarette Juul are not designing a product to quit smoking; R&D engineer Ari Atkins is quoted as saying that, “anything about health is not on our mind.”

 

 

[1] Paul M. Fischer, MD; Meyer P. Schwartz, MD; John W. Richards Jr, MD; Adam O. Goldstein, MD; Tina H. Rojas Brand Logo Recognition by Children Aged 3 to 6 Years, December 11, 1991, Journal of the American Medical Association.