Koolkats has discovered all new court released documents on how tobacco companies have been trying to cover up their marketing tactics, see for your self
Tobacco Industry's "Tactics to Confuse the Science"1972: Publishing and
Distributing Confusing Studies
"...we now have an opportunity to take the initiative in the cigarette
controversy and start to turn it around ..."
"...strategy consisting of creating doubt about the health charge without
actually denying it..."
"...we supply them with too little credible ready-made alternatives..."
"...there are millions of people who would be receptive to a new message
stating: cigarette smoking may not be the health hazard that anti-smoking
people say it is, because other alternatives are at least as probable..."
"...shift in public opinion ..."
"...release as a book both in hardcover and paperback version...would be a
counter-Surgeon-General's report..."
"...marketed via ...TV and radio talk shows, newspaper reviews and
interviews, advertising, gift distribution, etc. ..."
"...and best of all it would only have to be seen, not read, to be believed
..."
May 1, 1972
Memo from Fred Panzer, Tobacco Institute
To Horace Kornegay
1975: Documented Control of Scientists
"...On January 16, 1976, I visited with Mr. R.G. Campbell of Stauffer
Chemical...around the Pb-210 / Po-210 (radioactive) issue. ..."
"...We closed by referring him to Dr. T.G. Williamson, University of
Virginia, for the possibility of Po-210 assay on any of Stauffer's products.
This was done because I had already informed Dr. Williamson that I might
recommend him. Also by Williamson doing the analysis, it would give us both
the availability of any data generated as well as controlling just what
numbers were released. Dr. Williamson knows where his bread is buttered.
May 1, 1972
Memo from R.W. Jenkins, Philip Morris USA
To Dr. T.S. Osdene
Tobacco Industry's Marketing Tactics1973: "Create a fad" in 14-20 year old
market
"...Marlboro's share among the 14-15 segment is a phenomenal 51%...
"...Many manufacturers have studied the 14-20 year old market...Creating a
'fad' can be a great bonanza..." "...the real need to become more
aggressive against young males in major metro markets..."
March 8, 1973
Memo from John McCain, Espy Advertising
To J. Watson, RJR Tobacco
Tobacco Industry's Marketing Tactics1973: How to Attract the "Pre-Smokers"
"...over the long term we must get our share of the youth market...Thus we
need new brands designed to be particularly attractive to the young smoker
..." "...Pre-smokers learn to smoke to identify with and participate in
shared experiences of a group of associates...this provides a large incentive
to begin smoking...a new brand aimed at the young smoker must somehow become
the 'in' brand and its promotion should emphasize togetherness, belonging,
and group acceptance, while at the same time emphasizing individuality and
'doing ones own thing'... "...If the 'older establishment is preaching
against smoking, the anti-establishment sentiment...would cause the young to
want to be defiant and smoke. Thus a new brand should not in any way be
promoted as a 'health' brand, and perhaps should carry some implied risk. In
this sense, the warning label on the package may be a plus." "...to try new
things and experiences...A new brand offering something novel and different
is likely to attract experimenters...should be as free as possible from
strong, unpleasant flavors..." "...should emphasize the desirable
psychological effects of smoking, also suggesting the desirable physical
effects to be expected later..."
Claude Teague
February 2, 1973
RJ Reynolds Tobacco
Tobacco Industry's Marketing Tactics1974: Research: Young People's
Psychological Needs
This document addresses RJR's market research around young smokers'
psychology. Quotes:"...for legal reasons, we have been unable to directly
survey smokers under 18 years of age ...""...the essential reasons for
smoking cigarettes, at least initially: conformance,
support...confidence...security...show off ...""...Probably the most
prevalent reason...influence of a close friend or peers...""...Men...took up
smoking because they wanted to impress...""...young smokers...differ from
non-smokers with respect to several personal characteristics. The most
pervasive of these is thought to be 'nervousness'...need to do something with
their hands...took up smoking at a major transition such as social
crisis...bolstering self-image...""...to some extent young smokers 'wear'
their cigarette, and it becomes an important part of the 'I' they want to be,
along with their clothing and they way they style their hair...""...Marlboro
is often selected because...manly, tough, confident user image...""...Kool is
often selected initially because... widely perceived as strong...people who
use drugs..."
July 3, 1974
Tredenick (Marketing Research Department)
Report to F.H. Christopher Jr.
RJ Reynolds Tobacco
Tobacco Industry's Marketing Tactics1975 -- 15-19 Year-olds Caused Rapid
Marlboro Red Growth
"...The teenage years are also important because those are the years in which
most smokers begin to smoke, the years in which initial brand selections are
made, and the period in the life-cycle in which conformity to peer-group
norms is greatest..." "...It is my contention that Marlboro's phenomenal
growth rate in the past has been attributable in large part to our high
market penetration among younger smokers and the rapid growth in that
population segment ... "...Marlboro has for years had its highest penetration
among younger smokers...even higher penetration among 15-17 year-olds..."
May 21, 1975
Memo from Myron Johnston
Philip Morris, USA
1979: Retaliation Against Allstate Insurance for Nonsmoker Discounts
"...in response to the tobacco industry's objection to our non-smoker
discount..." "...Most Congressmen, or their representatives, present at the
meeting on September 16 in Congressman Jones' office agreed that no one would
stop smoking as a result of the Allstate TV ad..." "...Mr. Yeargin stated
that he would continue his campaign against Allstate and Sears..."
September 20, 1979
Letter from Allstate's Robert Seiler to
Kirk Wayne, President, Tobacco Associates
Tobacco Industry's Marketing Tactics1981: Focused Teen Marketing
"...prevalence of teenage smoking is now declining sharply...daily
consumption of teenage smokers is declining..." "...In 1985, ...the number of
people in the age group most disposed to quit smoking (45-54) will begin to
increase dramatically ..." "...Phillip Morris can sustain its rate of growth
only by an acceleration of the rate of increase in market share..." "...this
report deals with...teenage smoking and attitudes toward smoking, together
with related demographics..."
March 31, 1981
Myron Johnston, Philip Morris USA
Tobacco Industry's Marketing Tactics1981: Tax hike most effective measure
...we need to take seriously their (NBER's) statement that ...'if future
reductions in youth smoking are desired, an increase in the federal excise
tax is a potent policy to accomplish this goal' ..." "...I think we can
expect an increase in the Federal excise tax on cigarettes, probably within a
year..." "...NBER constructed an elegant cross-sectional and longitudinal
model of teenage smoking behavior... they calculate that the smoking
participation elasticity (among teenagers) is -1.2, which means that a 10
percent rise in the price of cigarettes would lead to a 12 percent decline in
the number of teenagers who would otherwise begin to smoke. Their calculation
for the quantity smoked elasticity for teenagers is -1.4...this is in
contrast to the aforementioned elasticity of 0.4 for the total smoking
population..." "...Given the evidence that individuals are considerably less
likely to initiate smoking after age 25, it is quite possible that the cohort
of young smokers who never begin to smoke as a result of the tax increase
would never become regular smokers. As a consequence, over a period of
several decades, aggregate smoking and its associated detrimental health
effects would decline substantially..."
September 17, 1981
Myron Johnston, Philip Morris USA
Tobacco Industry's Marketing Tactics1982: Television Counter-Marketing Worked
The "Fairness Doctrine" of the era required equal time for anti-tobacco
advertisements. This document reports that anti-tobacco advertising was more
effective at reducing sales than was the reduction of tobacco advertising:
"...The absence of TV advertising after 1970 was implicitly a negative
effect, but the absence of the Fairness (Doctrine) was a larger implicit
positive ..."
October 6, 1982
RJR Tobacco
Tobacco Industry's Marketing Tactics1983: Hired Billy Jean King for Virginia
Slims
A 1983 contract (for calendar year 1984 services) for Billy Jean King's
services called for her to: "...take an active role in the promotion of the
Ginny circuit and the younger players in the game ..." "...receive a fee of
$75,000..."
January 1 - December 31, 1984
Contract
Tobacco Industry's Marketing Tactics1983: Sylvester Stallone Gets $500,000
from Brown and Williamson
"...I wish to put into summary form the various understandings and details
regarding B&W's appearances and usage in your next five scheduled motion
pictures...Rhinestone Cowboy, Godfather III, Rambo, 50/50, Rocky IV..."
"...you incorporate personal usage for all films except Rocky Balboa in Rocky
IV, where other leads will have product usage as well as signage..."
"...deposit to you of $250,000. This represents a 50% deposit of the total
financial commitment of B&W...The subsequent $250,000 is agreed to be
forwarded in five equal payments of $50,000 each payable at the inception of
production of each participating film..."
June 14, 1983 Letter to Stallone
Summarizing Contract
From James Ripslinger, Associated Promotions
For Brown and Williamson
Tobacco Industry's Marketing Tactics1983: Conclusion: Lower stimulants =
Higher cigarettes
"...it looks as though stimulants and cigarettes are interchangeable to these
kids (a notion that has some intuitive validity). If so, and if stimulant use
continues to decline, we should be able to expect smoking prevalence to
continue to increase..."
February 18, 1983
Myron Johnston
Philip Morris USA
Tobacco Industry's Marketing Tactics1983: Encouraged by Increased Youth Use:
"...I have just received data for the graduating class of 1982 and the
results are much more encouraging ..."
February 18, 1983
Myron Johnston
Philip Morris USA
Tobacco Industry's Marketing Tactics1984: "Sampling" Young Smokers:
(note: "sampling" refers to the practice of providing free cigarettes)
"...element comes into play when attempting to convert 'First Usual Brand
Young Adult Smokers (FUBYAS)', peer acceptance and acceptance projection...
Peer acceptance/projection occurs when a FUBYAS exposes his brand preference
to his peers. The pack becomes the image focal point..." "...takes a
cigarette from it and lays the pack on the table, he is sending an important
message to his peers. The medium for that message is the pack itself..."
"...those accepting it would present to their peers signals of acceptance and
commitment, bringing the brand into the lifestyle of the target...they must
always project that they are 'with it' and 'together'... Taylor Shayne
Agency, for
RJR Tobacco Products
Philip Morris USA
Tobacco Industry's Marketing Tactics1984: Market analysis of Young Smoker
"...FUBYAS tend to live in a movie...they know the roles, they know the
script, they know the costumes, they know the props...we want to supply one
of their props--their brand of cigarettes..." "...Social groups:
Goody-goodies, Preps, Discos, Rockers, Punkers, Burnouts..." "...Camel's
realm of appeal: Rockers, Party Parties, and Punkers...'Success is
establishment outrage'..." "...Targets' Wants...Being Different...'Escape
into Imagination' ...Excitement...Risk Taker..."
J.D. Weber, 1984 RJR Tobacco
Tobacco Industry's Marketing Tactics1984: Dropped Dow for Developing Nicorette
"...Dow is engaged in a program to motivate Philip Morris customers to stop
smoking..." "...Dow was told that we are ceasing all humectant purchases
because of Dow-Merrill's attack on cigarette smoking associated with the
introduction of Nicorette, a nicotine-containing prescription chewing gum
which reportedly aids 'patients' in quitting smoking ..." "...we had been
assured that Nicorette would have a low-key introduction and would be aimed
only at those smokers who had to stop for medical reasons..." "...Dow was
informed...that they cannot realistically expect a customer to spend millions
of dollars for materials, when the profits from those sales, directly or
indirectly, are used to attack that customer's product and perhaps to reduce
that customer's sales..."
May 7, 1984
R.D. Latshaw
Philip Morris USA
Tobacco Industry's Marketing Tactics1985: RJR Develops Retailer Payments
for "Pilferage"
This training document for retailers attempts to convince the retailer that
their bottom line will be better by using self-service displays, even though
they predict that cigarettes will be stolen. Page 20 of the document,
however, acknowledges that if theft (pilferage) rates are 5%, then the
establishment will actually have a better bottom line by placing products
behind the counter. They disclose that they are paying retailers to place
tobacco products out in the self-service area of the store, where they will
be stolen.
1985, RJR Tobacco
Tobacco Industry's Marketing Tactics1985: "Less Educated--Tomorrow's Market
This amazing document demonstrates the industry's detailed psychographic
profile of their customers. For example, Salem smokers are shown to fall into
a group who is also likely to own an Instamatic Camera, and do home
permanents. Winston, Kool, and Marlboro smokers are depicted as the least
educated. Benson and Hedges smokers are most likely to have a Montgomery Ward
credit card: "...Evidence indicates that the market is lesser educated than
previously thought...non-college graduates (88%)..." "...The average beer
drinker is more educated than the average smoker..." "...two broad areas
which represent sizeable opportunities...need for self-esteem, need to feel
in control..." "...Less educated (activities): watch TV, go to an amusement
park...College graduate (activities): theater, small parties, relax with
wine, travel..."
April 23, 1985
RJ Reynolds Tobacco
Tobacco Industry's Marketing Tactics1978-1988: Promoted Tobacco in 61
Movies:
Including:
American Hot Wax, The Muppett Movie, Field of Dreams, Who Framed Roger Rabbit
Philip Morris USA
Tobacco Industry's Marketing Tactics1993: Determined Price Strongest
Determinant of Quitting:
"...A high cigarette price, more than any other cigarette attribute, has the
most dramatic impact on the share of the quitting population..."
March 4, 1993
Memo from Claude Schwab
Philip Morris USA
Tobacco Industry's Marketing Tactics1994: Implemented "Trend Influence
Marketing"
This detailed national plan to take Camel to the club scene appears active in
Oregon today. From "Camel Club Headquarters (Chicago)..." "...Camel will be
the first cigarette introduced into the trend-setting arena..." "...Camel
Club Program...three tiers...management of nightclubs...bar employees...trend
setting patrons... "...'hipsters' entire social lives revolve around
nightclubs, cafes, fashion, and music ..." "...all T.I.M efforts will be
reinforced by savvy, localized alternative media campaigns as well as media
campaigns as well as media presence in some national trendy magazines such as
DETAILS and SPIN..."
April 14, 1994
For RJR Reynolds Tobacco
By KBA
Tobacco Industry's Marketing Tactics1994: New Product for Young Smokers
This document reveals a marketing strategy to attract young people:
deeply-discounted cigarettes that are marketed to make the buyer feel an
identity with the product: "...The Coping Generation... " "... psychic,
emotional reward for the purchase...feeling that they are in the driver's seat
-not the victims..." "...Brand X feel and be original, diverse-not imitative,
contrived, or predictable..." the document describes a shift in marketing
emphasis from "Rational" through "Experiential", and into the new strategy
"Emotional" "...Emotional: Escape, adventure, excitement, independence,
personal statement..." "... would like to feel that when the buy a discount
brand, it's because they choose to-not because they happen to be cheap,
broke, or desperate... " "... an honest individual who they can admire and
trust...Dave did something about it..." "...Dave's foundation visuals:
...logo...yellow truck..."
August 10, 1994
Memo from Young and Rubicam Advertising To Philip Morris USA
