Know Your Rights > Minorities & Smoking Research
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Reducing the Burden of Cancer Borne by African Americans: If Not Now, When?
“Tobacco companies target African Americans through advertising in magazines, billboards, sporting events, and other forms of entertainment.…
“The American Legacy Foundation’s National Youth Tobacco Survey reports that 24% of African-American high school students and 14% of African-American middle school students regularly use some form of tobacco,…
R.J. Reynolds’ Targeting of African Americans: 1988 - 2000
American Journal of Public Health
“RJR’s strategy for targeting young adult African Americans had 2 major features. One was the reliance on the image of cigarettes as a “‘classy,’ ‘quality’ product associated with success and the ‘good life’” and an entrée into a “‘fantasy world’ that Black young adult smokers can be part of.” The other was the building of close community relationships through involvement in community-based organizations, corporate giving, and corporate image advertising.”
“In a 1988 speech, a senior RJR marketing official noted that
‘Reynolds Tobacco has made a special effort to reach Black Smokers since the
early 1960’s…”
“According to the company’s internal documents, RJR has had in place for years
special marketing programs designed to reach African Americans, beginning long before
Uptown and persisting after Uptown had been canceled.
SALEM BLACK INITIATIVE PROGRAM BRAND TEAM IDEATION SESSION
August 3, 1969
“The best way to reach minority consumers is through their local communities, and they tend to support brands that they see are doing something for them. But the brand’s support must be seen as authentic and as being backed by other blacks--not as a big white company’s tactic to sell to blacks. If Salem can become a positive contributing factor to blacks’ economic and person well-being, it could ultimately be ‘unpatriotic’ to smoke anything else.”
“As some team members put it: The Program should be endearing to the target, which as a result will make Salem endearing to them as well. Salem should be seen as a friend. One way to add to the target's personal well being is to reinforce their knowledge about and pride in their heritage. Have ongoing birthday parties at clubs for famous black personalities. Could build on black history.”
RJR Marketing Research Department Results of the 1970 Negro Market Audits
SUMMARY
Reynolds performed significantly better in the Negro market (+1.6 share points) than in the corresponding divisions (+.6). The growth shown by WINSTON King and SALEM King along with the acceptance of DORAL accounted for the major portion of RJR's growth. However, all RJR brands with the exception of both CAMEL brands, WINSTON Menthol and TEMPO, increased their share of the Negro market between
1969 and 1970.….
RJR Marketing Research Report February 17, 1982 “The “Coolness” segment is by far the largest among Black smokers... This segment among blacks is twice as large as it is among the General Market... Study shows that the “Coolness” segment is characterized as mentholated, short in length and high in tar with a fashion model, elegant, delicate, feminine image.”
RJR Marketing Research Report February 17, 1982
“The “Coolness” segment is by far the largest among Black smokers... This segment among blacks is twice as large as it is among the General Market... Study shows that the “Coolness” segment is characterized as mentholated, short in length and high in
tar with a fashion model, elegant, delicate, feminine image.”
“RJR is a major force in the “Virile” and “Moderation” segments, accounting for 76% and 80% of these two Black segments respectively…The use of a more aggressive stand on the part of WINSTON, such as incorporating black models in the General Market executions, should expand even further the edge that exists over Marlboro…”
“Blacks tend to buy less things to improve themselves, they appear less concerned about health related issues (i.e., Blacks don’t necessarily identify with the motivations of the ‘Concerned’ and ‘Moderation’ segments) and are more prone to buy on impulse. Blacks
are more interested in buying cigarettes for the image it projects to others (i.e., importance of the ‘Stylish’ segment).”
1982 Brown & Williamson Marketing Research and Strategy Document
“KOOL (‘cool’)/music association may continually reinforce our Black downscale image, e.g. all KOOL music is black music.…that we introduce KOOL Ten’s in Black, low income and other value conscious neighborhoods and possibly college towns... Blacks... while not attracted to generics (on judgment, because they lack status, image and personality cues)... probably would be attracted to lower price transaction of a recognized and acceptable brand name.”
“KOOL does not have its fair share of starters...KOOL has the lowest starter rate in the competitive menthol set… The split of gains from starters… has traditionally shown KOOL to be highly dependent on starters for inflow source.”
“KOOL should actively position itself toward the only growth in the smoking population -- females. As a percent of total starters and switchers-in for the industry, females show active growth, 1979-1982. [Appeal to] ‘young adult male starter pool… with subtle (classy) sexual undercurrents’”
1983 RJR Marketing Document Black Marketing Plan
“As identified, the Black Market represents significant volume and growth potential within the Coolness Segment. To capitalize on this, SALEM has developed promotional
outreach activities designed to establish the Brand as a highly visible member of the Black community, provide continuity of presence, and generate quality trial and purchase
inducements while reinforcing Brand imagery…”
Promotion Objectives
1. Grow Brand share among 18-34 Black smokers.
2. Establish SALEM as a meaningful and highly visible member of the Black community on a continual basis.
Strategic Focus
In 1983, SALEM became a major sponsor of four Inner City Street Festivals as part of its Black Outreach Program. These festivals provided SALEM with a highly visible community promotion, reaching large numbers of the target audience with highly developed, image-enhancing programs…”
CITY OF CHICAGO BLACK SAMPLING OPPORTUNITIES (1984)
“...Almost all softball league games are played on Park District or Chicago Board of Education grounds. RJRT's own policies prohibit sampling on school grounds. In addition, at present, Chicago Park District regulations prohibit the sampling of cigarettes on Park District grounds. However, our contacts to various political representatives on both the South and West sides of Chicago (areas with a predominantly Black population) lead us to believe we could receive some support/assistance from local Black politicians in obtaining permission to sample at these activities. This is due, in part, to Salem's present activity in and support of Chicago's Black community…”
“Busy Currency Exchanges Heavy transaction of business usually occurs on Friday and Saturday. However, because of public aid checks being delivered daily, or pick-up by recipients, transactions may be heavy during the week at some locations. Transactions may be heavy during the week at some locations. Business is probably heaviest from the 25th through the 31st of the month (when food stamps arrive)... TRAFFIC COURT (Downtown Office) Traffic court as a heavy flow of pedestrian traffic during weekdays, 75% of which is Black.”
“Because the Church does represent an important part of the Black lifestyle, we believe that Salem’s participation at appropriate church functions would serve to enhance the image of the Brand within the Black community. It allows Salem to reach them when they are most comfortable and at ease. They will, in turn, associate a pleasurable experience with Salem’s participation at the activities and recognize Salem as an active participant in the Black community…”
Brown & Williamson Tobacco Corporation
1985 INTERNAL CORRESPONDENCE
- 50% of Black smokers consume just ten cigarettes per day... The research provides strong indication that a KOOL 10’s represents a major need/opportunity for KOOL
- 50% of KOOL smokers indicated they would be very likely (30%) or somewhat likely (19.3%) to buy a KOOL Kings in a 10’s pack at about half the price.
- Demographically, the skew for 10’s was young, male, full taste, Kings, unemployed, and pack purchasers. This is consistent with the KOOL target opportunity.
RJR Marketing Research Report January 16, 1989
INNER CITY BLACK CREATIVE EXPLORATORY
“Reversing RJR's declining trend among younger adult Black smokers is key to the company’s long-term growth potential. As a result, a black YAS Initiative will be launched into lead market in 1989 with the objective of reversing RJR's declining share
among Black YAS… Most preferred to go [to clubs] with friends versus a date. This is most likely due to the fact that these consumers do not have a lot of money as well as
problems with their own self esteem which makes dating stressful.”
The strength of the “Smokin’” campaign was the visuals… The strength and appeal of these executions was a result of the way the models portrayed these Black smokers in a positive situation with which they could relate --when one dresses up, goes out on the town, and has a good time. The models were dressed fashionable, the way people they admire would dress, but not too far out of their reach. There was action and color in the
visuals which appeared to enhance respondents’ positive emotional reaction to these executions. They also liked one way the male model had “center stage” and has in charge with his girl (female model) on his arm.
Specifically Targeting The Hispanic Market
FINAL REPORT OF QUALITATIVE RESEARCH AMONG MEXICAN-AMERICANS ON SMOKELESS TOBACCO Prepared for U.S. TOBACCO COMPANY, INC.
Document Date: Jan 1983
“Respondents were asked about their awareness of types of oral tobacco products, brand awareness, previous trial of these products, exposure to others who used them, etc...Towards the end of the group, respondents were invited to suggest ways in which these products might effectively be marketed or positioned to male Hispanics like themselves…”
“The image of the oral tobacco users was almost unanimously rural, white, and downscale. … Usage is considered to be almost exclusively among whites, and certainly not among Hispanics. (‘Chicanos don't chew!’). The unaided image of the oral tobacco user was not initially positive, and was consistent with neither the Mexican heritage nor the Urban/big-city environment. Respondents in San Antonio are much more knowledgeable about the variety of oral tobacco products than their Los Angeles counterparts, although both agreed that it was, ‘...not a Mexican thing.’”
1983 RJR “Project BHM” Hispanic Segment Overview
“5. Major Marketing Strategy Summary
- Maximum efficient penetration of the Hispanic Market
- Continuity of presence among Hispanics
- Sufficient frequency of exposure to ensure that the Brand’s efforts are additive
- Focus on 18-24 year old smokers (male emphasis)
- Become meaningful and highly visible contributors to the Hispanic community”
- “-- Clearly address Hispanic ethnicity by depicting darker, olive skin tones and avoid lighter skinned ‘Anglo’ models.
- -- Employ facial features common to all Hispanic subgroups,
- -- Hair that is naturally wavy should be used as it is accepted by all Hispanic subgroups. Longer hair on females is preferred by men and women alike, and light hair is not accepted.
Marlboro Hispanic Promotions 1988 Marketing Plan
“Marlboro’s involvement within the Hispanic community started in the late 1970’s with participation in Hispanic Festivals. Over the years, Marlboro has increased the scope of
its involvement in Hispanic programs by adding amateur Hispanic baseball & soccer,
mexican rodeos and a national soccer event… …Marlboro expanded its amateur hispanic
sports sponsorships, by sponsoring a major soccer event titled the Marlboro Soccer Cup of Miami.
“Marlboro is currently in the developmental stage of creating targeted hispanic programs….Our overall objective for 1988 is to develop and execute programs which
reinforce Marlboro's leadership presence and which appeal to all segments of the Hispanic community.”
2001 Philip Morris
SCREENER FOR TEENS/TWEENS “ANTI-SMOKING STUDY”
“We are conducting a study among children between the ages of 11-17, as part of an
effort to reduce youth smoking.
12. What is your main language?
14. Do you watch Spanish-language television?
16. Do you listen to Spanish-language radio?
20. I When it comes to musical groups, what particular group do you like and why?”
Specifically Targeting The Jewish Market
1963 Winston Ad
“Shevouth time is the season for many of the happiest celebrations in
Jewish life. And at some point during the festivities... SOMETHING WONDERFUL HAPPENS…. And certainly joy abounds in smoking when your cigarette is Winston,
America's best-selling filter cigarette.… Try Winston. Winston tastes good--like
a cigarette should!”
Specifically Targeting The Gay Market
1995-1997 RJR “Project SCUM”
(Sub-Culture Urban Marketing) “During the introductions of Red Kamel,
additional opportunities to improve Camel presence became evident in San Francisco proper.
1. Consumer Subcultures
• Alternative Life Style [handwritten in: “Castro/Gay”]
• International influence
• Rebellious; Generation X
• Street People...more applicable to Doral [handwritten in: “Tenderloin”]
• “Opportunity exists for a cigarette manufacturer to dominate, although at this time no company does
• High incidents of smoking and drugs in subcultures”
Specifically Targeting The Youth Market
1979 Letter from Curtis Judge of Lorillard to Joseph Califano, Secretary of Health, Education and Welfare “We neither direct the appeal of our advertising to children, nor do we encourage them to start to smoke. In sum, Mr. Secretary, we do not advertise to children and do not intend to do so in the future.”
1973 Research Planning Memorandum
Some Thoughts About New Brands of Cigarettes in the Youth Market “At the outset it should be said that we are presently, and I believe unfairly, constrained from directly promoting cigarettes to the youth market; that is, to those in the approximately twenty-one year old and under group. Statistics show, however, that large, perhaps even increasing, numbers in that group are becoming smokers each year, despite bans on promotion of cigarettes to them. If this be so, there is certainly nothing immoral or
unethical about our Company attempting to attract those smokers to our products.”
RJR December 4, 1973 Inter-office Memorandum
CIGARETTE CONCEPT TO ASSURE RJR A LARGER SEGMENT OF THE YOUTH MARKET
My suggestion… is basically to go back as much as possible - probably at least
halfway - towards the old filter cigarettes, i.e. the cigarettes of the 1950’s prior to the
Surgeon General’s Report. These cigarettes had the following three main characteristics as distinguished from today’s cigarettes:
1.They delivered more flavor (tar).
2.They delivered more “enjoyment” or “kicks” (nicotine).
3. They delivered more puffs - at least 20% more.
