Minerva

British American Tobacco undertook a study of Argentinean youth and classified “young adults” into three groups: “progressives,” “jurassics” (conservatives), and “crudos” (spoilt brats). Around 40% of the market was jurassic, and the company used this information to develop a marketing strategy for their main national brand “Jockey Club.” Jockey Club represents the values important to “jurassics”—family, friendship, the love of country, and father-son relationships. The new packaging builds on these themes, depicting flowers, ribbons, leaves, birds, and the tango (Tobacco Control 2008;17:70 doi: 10.1136/tc.2007.023143).

Giving arthritic knees a good old arthroscopic “washout” or even formal debridement fails to live up to the scrutiny of the Cochrane team. Although observational studies have shown benefits of arthroscopic debridement in terms of pain and function, a systematic review concludes that arthroscopic debridement has no benefit for either mechanical or inflammatory causes of osteoarthritis (Cochrane …