1
Younger adults are the only source of
replacement smokers RJR Tobacco Feb 19, 1984
2
The report on teenage smokers (14-17)
indicates that RJR sales continues to gradually
decline and between the spring and fall of 1979
. . . RJRs total share declined from 21.3 to
19.9. Hopefully our various planned activities
that will be implemented this fall will aid in
some way in reducing or correcting these
trends. RJR Tobacco 1980
3
Marlboros share among the 14-15 segment is a
phenomenal 51
4
At the present rate, a smoker in the 16-25 year
age group will soon be three times as important
to Kool as a prospect in any other broad age
category. Brown Williamson 1973
5
Project LF is a wider-circumference nonmenthol
cigarette targeted at young adult male smokers
(primarily 13-24 year old male Marlboro
smokers. RJR Tobacco 1987
6
TOBACCO
Still the most popular way to die!
7
Overall, Camel advertising will be directed
toward using peer acceptance/influence to provide
the motivation for target smokers to select
Camel. RJR Tobacco 1984
8
The smoking patterns of teenagers are
particularly important to Phillip Morris It is
during the teenage years that the initial brand
of choice is made. Phillip Morris
Phillip Morris Prevention Book-Cover
9
The concept is a simple one - Flanigan
Enterprises is proposing a childrens video be
made to advertise the Camel product. This can be
done through a series of ful-cel animation
(Disney style) videos directed towards the youth
of today. Children love cartoons and these can
be incorporated into the purchasing of
cartoons/packets of Camel cigarettes. Letter
from Flanigan Enterprises to RJR Tobacco, 1988
10
It is a well known fact that teenagers like
sweet products. Honey might be
considered. Brown Williamson, 1972
11
Todays teenager is tomorrows potential regular
customer and the overwhelming majority of smokers
begin to smoke while still in their
teens. Phillip Morris, 1981
12
To ensure increased and longer-term growth for
CAMEL FILTER, the brand must increase its share
penetration among the 14-24 age group which have
a new set of more liberal values and which
represent tomorrows cigarette business. RJR 1975
13
..the share index is highest in the youngest
group for all Marlboro and Virginia Slims
packings. Phillip Morris, 1981
14
Smoking is a symbolic act I am no longer my
mothers child, Im tough, I am an adventurer,
Im not square... As the force from the
psychological symbolism subsides, the
pharmacological effect takes over to
sustain. Report to Phillip Morris Board of
Directors
15
This suggests slow market share erosion for us
in the years to come unless the situation is
corrected... Our strategy becomes clear for our
established brands 1. Direct advertising appeal
to the younger smokers. RJR Tobacco 1874
16
A study published in the Journal of the National
Cancer Institute found that teens are more likely
to be influenced to smoke by cigarette
advertising than they are by peer pressure.
17
Kools stake in the 16-25 year old population
segment is such that the value of this audience
should be accurately weighed and reflected in
current media programs. As a result all
magazines will be reviewed to see how efficiently
they reach this group and other groups as
well. Brown Williamson 1973
18
OKLAHOMA

• 9th highest smoking-related death rate in the
  nation.
• 64 million spent by Big Tobacco EVERY YEAR to
  promote its product
• 40 new children begin smoking every day.
• 42 of High School 21 of Middle School
  Students are current smokers.

19
The tobacco industry spends over 6 BILLION
dollars a year on advertising. Thats
863,058,371 so far this year--over 18 million a
day!
20
Between 1989 and 1993, when advertising for the
new Joe Camel campaign jumped from 27 million to
43 million, Camels share among youth increased
by more than 50 percent, while its adult market
share did not change at all.
21
A 1994 article in the Journal of the American
Medical Association documented a rapid and
unprecedented increase in the smoking initiation
rate of adolescent girls subsequent to the launch
in the late 1960s of womens cigarette brands
like Virginia Slims.
22
The development and marketing of starter
products with such features as pouches and
cherry flavoring have resulted in smokeless
tobacco going from a product used primarily by
older men to one for which young men comprise the
largest portion of the market. Nearly sixteen
percent of high school boys are current smokeless
tobacco users.
23
If younger adults turn away from smoking, the
industry must decline, just as a population which
does not give birth will eventually dwindle and
die. RJR Tobacco 1984
24
Were not sure that anything can be done to halt
a major exodus if one gets going among the
young. Phillip Morris, 1974