title: Joe Camel in a bottle: Diageo, the Smirnoff brand, and the transformation of the youth alcohol market.
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 distilled spirits industry marketing 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.
authors.affiliation: Alcohol Policy Consultations, Felton, CA 95018, USA. jimmosher@sbcglobal.net
authors.forename: James F
authors.initials: JF
authors.lastname: Mosher
mesh_terms: D000293:Adolescent; D000329:Advertising; D000428:Alcohol Drinking / Q000453:epidemiology* / Q000523:psychology; D000434:Alcoholic Beverages; D005260:Female; D019649:Food Industry; D018857:Food Packaging; D049673:History, 20th Century; D049674:History, 21st Century; D006801:Humans; D008297:Male; D040541:Marketing; D014481:United States / Q000453:epidemiology
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