The 4 Ps
Youth Appeal
History of Substance Use Marketing
Who’s the Target?
Spot the Strategy
100
Industries often use discounts, deals, and price cuts as a part of this marketing element to encourage youth purchases.
What is Price?
100
Cannabis edible packages sometimes mimic what?
What are popular snacks or candies?
100
In the 1920s during Prohibition, this illegal substance’s use was glamorized in speakeasies and jazz clubs despite being banned.
What is alcohol?
100
This group is heavily targeted by tobacco, alcohol, and cannabis industries because they are still developing and more vulnerable to marketing influences.
Who are youth or adolescents?
100
A company releases a sweet mango-flavored nicotine pod designed to mask harshness and attract new users. What marketing strategy is this?
What is using flavors to attract youth?
200
The “P” that describes where products are sold, including neighborhoods and stores targeted by the industry.
What is Place?
200
This is why industries add fruit, candy, or mint flavors to products like vapes and tobacco.
What is to attract youth and make products more appealing?
200
This substance's marketing was mostly underground until legalization efforts began in the 2010s.
What is cannabis?
200
This racial or ethnic group has been specifically targeted by menthol cigarette marketing campaigns.
Who are Black or African American communities?
200
A cannabis company offers a line of branded hats, shirts, and backpacks that youth can buy or win in contests. What marketing strategy does this illustrate?
What is brand merchandise or brand extensions?
300
Using celebrities or social media stars to promote products is part of which “P”?
What is Promotion?
300
By minimizing the perceived risk of their products through design and messaging, industries make it easier for youth to do this, leading to addiction.
What is underestimate the harm or start using?
300
In the 1990s and 2000s, these industries began heavily marketing to marginalized communities through targeted ads and sponsorships.
What are tobacco, alcohol, and cannabis industries?
300
The tobacco and alcohol industries often market heavily to this community by sponsoring events and creating culturally specific ads.
Who is the LGBTQ+ community?
300
About 15% of cannabis edible products use packaging that closely resembles popular candies or snacks. What marketing strategy does this illustrate?
using youth-friendly or deceptive packaging to attract younger consumers?
400
This “P” involves the design of the product itself, including flavors and packaging to attract users.
What is Product?
400
This type of regulation is often weak or self-enforced, allowing continued use of appealing flavors and packaging.
What is industry self-regulation?
400
Who are the three most heavily advertised cigarette brands in the U.S.?
What are Marlboro, Newport, and Camel?
400
Industries frequently focus on this type of neighborhood for higher product availability and marketing due to socioeconomic factors.
What are low-income or disadvantaged neighborhoods?
400
A beverage brand partners with a popular music festival to sponsor the event and have their products prominently featured. What tactic is this?
What is sponsorship and event marketing?
500
Industries use this to prioritize profits over community health, often exploiting systemic racism within the 4 P’s framework.
What is Promotion (or marketing strategies)?
500
This nicotine brand offers a rewards store where users can redeem points for branded items like t-shirts, helping build brand loyalty. .
What is ZYN?
500
This vaping brand became popular around 2015-2016 and helped drive the rapid rise of e-cigarette use among youth, surpassing traditional cigarette smoking by the late 2010s.
What is JUUL?
500
Marketing aimed at this group often uses themes of empowerment, independence, and social connection to emotionally connect and build brand loyalty.
Who are women?
500
What is influencer marketing?