-Caveat Lector-
Subject:
Tobacco capitalists targeted youth
Date:
Sat, 12 Dec 1998 18:09:04 +0000
From:
Chris Burford
Bonding, idenifying, competing, taking risks, and socialising, often with
the aid of drugs of recreation, are all highly complex psychosocial
processes, but they are now not exactly a capitalism-free zone of subtle
purely personal choices.
This information came to light in October in the action by Washington state
against the tobacco industry:
Paul Luvera, a private lawyer hired by the state for its case, displayed a
1979 Philip Morris document analyzing its demographics. The company
concluded its Marlboro brand "dominates in the 17 and younger age category,
capturing over 50 percent of this market."
R.J. Reynolds Tobacco Co. had wished to challenge this domination of the
youth market and designed a marketing strategy in the mid-1970s to try to
increase its share, according to another secret document.
A January 1975 R.J. Reynolds memorandum, stamped secret, described the
goals of a recommendation to expand the company's "Meet the Turk" ad
campaign to increase its share of the young adult market, which it defined
as the 14 to 24 age group.
R.J. Reynolds' Camel Filter brand was smoked primarily by people over 35,
the memo said, and increasing its popularity among young smokers was key
because they "represent tomorrow's cigarette business."
"While 'Meet the Turk' is designed to shift the brand's age profile to the
younger age group, this won't come overnight. Patience, persistence and
consistency will be needed," the memo said.
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