Table 2

Industry documents containing statements on marketing tobacco products to youth

Ref No.YearCompanyTitleComment
B&W, Brown & Williamson Tobacco Company; LOR, Lorillard Tobacco Company; PM, Philip Morris; RJR, RJ Reynolds Tobacco Company
291974B&WYoung adult smoker life styles and attitudes“The purpose of this research was to gain insight into the perceptions, attitudes and behavior of younger, recently-starting smokers . . .” “Many talked about first trying a cigarette before the age of ten.”
301975B&WRe: Kool analysis of brand switching study—wave #18“Kools effort against the 16–25 age group [”young smokers”] continues to be working”
311976B&WSubject: Pontiac Kool jazz festival“Audience composition covered the age spectrum with a slight skew toward the 16–25 age group.”
321977B&WRe: Meeting minutes of B&W problem lab“Contact leading firms in terms of children research . . .contact Sesame Street . . .contact Gerber, Schwinn, Mattel . . .” “Determine why these young people were not becoming smokers.”
331978B&WSession #3 Implications for cigarette industry“Imagery will continue to be important in brand selection for teenagers.”
341983B&WCinema advertising—possibilities“(The Kool spot) is upbeat, hip and remains consistent with the image the brand attempts to promote. Owing to the plot and the catchy music (lyrics aside), the spot takes on the dimensions of an MTV video, and that is why it will be more memorable to a younger audience”
351983B&WSubject: Factors accounting for Kool volume and share decline“The brand group hypothesizes that the combination of severe minority unemployment (particularly youth) and the recent price increases have caused Kool's volume and share to decline . . .” “Brands directed at segments most affected by economic adversity (youth and minorities) were affected disproportionately.” “Important Kool segments—young smokers and blacks . . .”
361984B&WAdditional analyses: the national brand switching studiesSmoking incidence for 16–25 year olds: “incidence among 16–25 year olds rose.” Demographics by size of product, includes 16–25; brand switching 16–25.
371973LORRe: Faulkner, Dawkins & Sullivan Cigarette Analysis #MR7590States age brand shares would be the same for all companies but for each company's youth oriented brand (Marlboro, Winston, Kool). Notes tendency of new products targeted to younger people. Speculates about patterns in coming decades. Notes, “we all prefer to have a young franchise, and we are working to accomplish this.”
381975LORSubject: Progress report—Zack Filter and MentholQuotes retailers as saying “Consumers are young people between 14 to 25 years of age.” Advocates the continued use of counter displays, sampling, and new emphasis on suburban youth.
391975LORLorillard - New products work session: LPT, DIM next stepsIncludes 2 tables, first table shows Lorillard brands use by age (21+) and sex for established and new brands. Holds Marlboro up as an example in “the need to attract young smokers, particularly young male smokers to the company's total franchise.” Includes discussion of cigarette characteristics inc. attractiveness of “natural”cigarettes and low-irritation menthols to young smokers.
401977LORRe: Number of smokersIncludes population estimates for the 14–17 age group.
411983LOR[Re: Teenage smoking rates]Refers to 1982 report on survey of high school seniors. States “daily smoking incidence among this group has remained stable (at 21%) since 1980, moreover, the 1982 study confirms a higher start rate currently among girls.” Expresses concern that “because the number of teenagers is declining rapidly, even a stable smoking incidence would mean a declining number of entering smokers.”
421970PMSuggestions for research to answer questions based on Philip Morris behavioral study“Marlboro has such a high percentage of its smokers among the types of young people our survey misses out of necessity (on campus college students, those in the military and those under 18 years of age).” “There are three groups where smoker percentages and Marlboro shares need to be checked—college students living on campus, young people in the 14–17 age group . . .” “obtain interviews with those who appear to be between the ages of 14 and 21.”
431975PMSubject: The decline in the rate of growth for Marlboro Red“Slower growth rate in the number of 15-19 year olds . . .Most of these (tracking) studies have been restricted to people age 18 and over, by my own data, which includes younger teenagers, shows even higher Marlboro market penetration among 15-17 year olds.”
281981PMSubject: Young smokers prevalence, trends, implications and related demographic trends“Because we have our highest share index among the youngest smokers, we will suffer more than the other companies from the decline in the number of teenage smokers.”
441987PMList by year of movies . . .Includes “The Muppet Movie,” “Maricela” (awarded Best Children's Script) and “Who Framed Roger Rabbit?” as movies in which cigarettes brands were placed
451973RJRResearch planning memorandum on some thoughts about new brands of cigarettes for the youth market“Realistically, if our company is to survive and prosper, over the long term, we must get our share of the youth market.”
461973RJRSubject: Cigarette concept to assure RJR a larger segment of the youth marketSeeking to develop RJR youth appeal brand: “These new youth appeal cigarettes for market testing for which the following advertising claims could be unequivocally proven: they will deliver more flavor, more enjoyment, and more puffs . . .”
471974RJR[Re: What causes smokers to select their first brand of cigarettes]“If a person is going to smoke cigarettes, he generally starts during his teens, primarily to conform with a close friend or friends.”
221974RJR1975 Marketing plans presentation“As this 14–24 age group matures, they will account for a key share of t he total cigarette volume—for at least the next 25 years.”
481987RJRSubject: Camel's 75th anniversaryDiscusses contest—Kids rendering of Old Joe to win RJR bonds.
491988RJRYAS resource allocation“Recommendation: RJR's YAS brands should reach YAS with a dominant promotion voice in 1989, i.e., at least $48mm should reach General Market YAS.” “Highest % YAS participation is in: (1) Direct mail pack offers; (2) In-store pack offers; (3) Targeted pack sampling/intercept.”