Are you a crudo or a jurassic? If you're a latter, tobacco manufacturer British American Tobacco (BAT) wants to hear from you.
BAT has just classified young people either as progressive, a crudo or a Jurassic, and they reckon that 40 per cent of the Argentinean market - where they have begun the market analysis - is Jurassic. To be a member of the Jurassic sector, you will tend to have values such as family, friendships, love of country, and the importance of the father-son relationship.
To market to the Jurassic sector, BAT is employing images such as flowers, ribbons, leaves, birds and, of course, the tango (well, it was in Argentina, after all).
(Source: Tobacco Control, 2008; 17: 70).