Bosses

  • Lolly Gag

    Tobacco companies target youth by using kid-friendly packaging and candy and fruit-flavoured tobacco products that mask the harshness of the smoke.
  • Doc Toxin

    Tobacco companies leverage the addictive properties of nicotine by adding chemicals to cigarettes that enhance its effects on the brain.
  • Lady Vain

    Tobacco companies add appetite suppressants to cigarettes to attract people who are worried about their weight.
  • Morphos

    Tobacco companies use “brand stretching” to apply their tobacco brand names or colours to non-tobacco merchandise or services.
  • Kid Vicious

    Tobacco companies present smoking as a form of independence and rebellion against authority figures. The reality is that smoking supports the tobacco industry, which is big business.
  • Pepper Razzi

    Tobacco companies use celebrities with fun, exciting lives to convince youth that if they don’t smoke they aren’t cool.
  • Dr. Deceit

    Tobacco companies use authority figures like doctors and nurses in advertising to make the product seem safe.
  • The Ambassador

    Tobacco companies use glamourous young people as “brand ambassadors” to sell and promote cigarettes, equating smoking with glamour and sophistication.
  • The Webmaster

    Tobacco companies produce content for websites that associate cigarettes with celebrities, contemporary fashion and modern living.
  • The Director

    Tobacco companies use product placement in TV and movies to associate cigarettes with fun, excitement, wealth and power, and as a means of expressing rebellion and independence.
  • Heartwrencher

    Tobacco companies associate cigarettes with romance to connect the pleasures of being in love with the pleasure of smoking.
  • Mastermind

    Tobacco companies use sponsorships to associate cigarettes with things we want, such as glamour, style, vitality, beauty and sports. Or in this case, a dog, which in the eyes of a child, is a trusted companion and coveted pet.