Business Case Studies & Business Publications

United States v. Philip Morris: Marketin...

Hagerty, Serena, K...

Case

United States v. Philip Morris: Marketing Tobacco to Minors

Hagerty, Serena; Klopfenstein, Amy

M-1062 | | 12 pages Case

Collection: Darden School of Business

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Learning Objectives

This case examines the marketing practices that big tobacco firm Philip Morris (PM) employed over several decades to attract youth smokers. PM’s tactics included deliberately concealing information about the dangers of smoking, selecting advertising images that it knew would trigger certain psychological needs among teenagers, and advertising in outlets and locations that would reach young consumers. The case profiles the impact of these decisions, including the estimated number of underage Americans who became smokers as a result of PM’s marketing strategy. At the University of Virginia Darden School of Business, this case is taught in “Marketing and Society,” an elective for second-year MBA students that explores marketing’s impact at both the individual and societal levels. Within the course, this case is taught as an example of unethical marketing.