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ASH/ Industry conduct/ Tobacco Explained: 3. Marketing to children
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Tobacco Explained

3. Marketing to children

    If the last ten years have taught us anything, it is that the industry is dominated by the companies who respond most to the needs of younger smokers.

    (Imperial Tobacco, Canada)

3.1 Summary

Publicly the tobacco companies have always maintained that they do not target youth, but the market logic of selling to teenagers is overpowering - teenagers are the key battleground for the tobacco companies and for the industry as a whole. Their response has been that peer pressure is the most important aspect in children smoking. But internal documents sharply contradict this, by showing that they set out to aggressively advertise to youth, and even manipulate peer pressure to make people smoke their brand.

The industry knows that very few people start smoking in the teenage years, and if you can "hook" a youngster early on they could well smoke your brand for life. Indeed, independent surveys show that approximately 60 per cent of smokers start by the age of 13 and fully 90 per cent before the age of 20. This is the paradox of the cigarette industry – it is both socially and legally unacceptable to advertise to under-age teenagers and children – yet it is to this precise age group that it has to advertise to in order to survive.

The documents show that the tobacco industry:

The documents also show that:

3.2 What is known - key facts about marketing to children

The great fallacy promoted by the industry is that by avoiding marketing that is childish, they are somehow avoiding an appeal to children. In fact, advertising to children and teenagers works precisely because it identifies smoking with adulthood. The teenage years are a time of great aspiration and insecurity, smoking can become a badge or signifier of certain positive values - these are remorselessly nurtured by tobacco industry marketing.

3.3 What the industry said and what it knew

‘Hitting’ the youth market

 1957: A Philip Morris Executive writes that "hitting the youth can be more efficient even though the cost to reach them is higher, because they are willing to experiment, they have more influence over others in their age group than they will later in life, and they are far more loyal to their starting brand." 1

 

The cowboy – out to capture youth’s fantasy

Late 50’s: Philip Morris starts using the Cowboy image on its commercials, because the image "would turn the rookie smokers on to Marlboro .. the right image to capture the youth market’s fancy ..a perfect symbol of independence and individualistic rebellion"

As one executive who worked on Marlboro recalled "When you see teenage boys - people the cigarette companies aren’t supposed to be targeting in the first place – going crazy for this guy, you know they’re hitting their target 2.

 

Virginia slims slogan doubles teen smoking

 1968: Philip Morris produces Virginia Slims, a cigarette targeted exclusively at women, running the slogan: "You Have Come Along Way Baby". Within six years of the Slims launch, the percentage of teenage women who smoked had nearly doubled 3.

 

Youth share

 1969: 23 May: A report for Philip Morris identifies that over 15 per cent of female smokers aged 15, and 23 per cent of male smokers aged 15, smoke Marlboro 4.

A cigarette means I am no longer my mother’s child

 Autumn: A draft report to the Board of Directors of Philip Morris states:

"a cigarette for the beginner is a symbolic act. I am no longer my mother's child, I'm tough, I am an adventurer, I'm not square … As the force from the psychological symbolism subsides, the pharmacological effect takes over to sustain the habit" 5

 

Lower age limit keep at 14

 1971: 7 April: An internal RJR document outlines that:

"the lower age limit for the profile of young smokers is to remain at 14" 6.

 

RJR recognises the need to appeal to youth

 1973: 2 February: Claude Teague, Assistant Chief in R&D at RJ Reynolds, writes a paper: "Some Thoughts About New Brands of Cigarettes for 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 … if our company is to survive and prosper, 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, while ideally at the same time appealing to all smokers … Perhaps these questions may be best approached by consideration of factors influencing pre-smokers to try smoking, learn to smoke and become confirmed smokers."

 

RJR analyses the psychology of youth smoking

 Teague continues:

"thus a new brand aimed at the young smoker must somehow become the ‘in’ brand and its promotion should emphasise togetherness, belonging and group acceptance, while at the same time emphasising individuality and ‘doing one’s own thing’. The teens and early twenties are periods of intense psychological stress, restlessness and boredom. Many social awkward situations are encountered. The minute or two required to stop and light a cigarette, ask for a light, find an ash tray, and the like provide something to do during periods of awkwardness and boredom …The fragile, developing self-image of the young person needs all of the support and enhancement it can get …This self-image enhancement effect has traditionally been a strong promotional theme for cigarette brands and should continue to be emphasised … a careful study of the current youth jargon, together with a review of currently used high school American history books and like sources for valued things might be a good start at finding a good brand name and image theme. This is obvious a task for marketing people, not research people" 7.

 

Need to counter programmes designed to stop young smoking

 14 February: A Confidential Memo from B&W’s Assistant General Counsel, outlines:

"salient problems now facing the cigarette industry", which includes "increased educational programmes to prevent young, non-smokers taking up the practice of smoking." 8

 

Use comic strip

 12 April: A RJR document articulates that:

"In view of the need to reverse the preference for Marlboros among younger smokers, I wonder whether comic strip type copy might get a much higher readership among younger people than any other type of copy. It would certainly seem worth testing a heavy dose of this type of copy in a test market to get a research reading on percentage of readership and copy recall." 9

 

Study as young as 12

 18 May: The Philip Morris Marketing Research Department highlight how a

"probability sample of 452 teen-agers ages 12-17" finds that 13 per cent smoke an average of 10.6 cigarettes per day and how "the data from the study are consonant with the findings of other such studies, both at Philip Morris and without." 10

 

Increase share of young as they represent tomorrow’s cigarette business

 30 September: A RJR marketing plan for 1975 outlines "Key Opportunity Areas" to

"Increase our young adult franchise ... in 1960, this young adult market, the 14-24 age group, represented 21% of the population ... they will represent 27 % of the population in 1975. They represent tomorrow's cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume -- for at least the next 25 years ...Thus our advertising strategy becomes clear for our established brands: Direct advertising appeal to the younger smokers ... For Winston, we’ve followed this strategy in developing the new ‘candid’ advertising campaign .. it is especially designe [sic] to appeal to young adults .."

 

Young smokers are of pre-eminent importance

 September: A B&W document, entitled "The New Smoker" outlines how the

"The younger smoker is of pre-eminent importance: significant in numbers, ‘lead in’ to prime market, starts brand preference patterning… But frustrating to reach: values and behaviour at variance with rest of the population, sceptical, intense peer pressure, public policy difficulties … Study the Market and Customer, maintain a continuing dialogue with the ‘New’ Smoker ..behaviour patters – what they do; Attitudes- what they think; Directions – where they’re headed; … Explore and Implement; Create a ‘Living Laboratory" 11.

 

Direct advertising to appeal to young

 26 November: An internal RJR document outlines its primary "Marketing Goals" for 1975. These include

"Increase our Young Adult Franchise: 14-24 age group in 1960 was 21% of the population; in 1975 will be 27%. As they mature, will account for key market share of cigarette volume for next 25 years … We will direct advertising appeal to this young adult group without alienating the brand’s current franchise" 12.

 

Target 15 year olds

 12 December: A B&W document highlights that the

"Target audience for the sampling effort on KOOL King Size" includes both Men and Women in the 15-24 age group." 13

 

Young adult smokers means young smokers

 24 January: An internal B&W memo outlines that

"when describing market categories and target audiences we use references such as ‘young smokers’, ‘young market’ ‘youth market’ etc …in the future when describing the low-age end of the cigarette business please use the term ‘young adult smoker’ or ‘young adult smoking market’" 14.

 

Marlboro’s growth rate due to young smokers

 A report by a Philip Morris researcher Myron E. Johnston to the head of Research at Philip Morris, Robert B. Seligman outlines that:

"Marlboro's phenomenal growth rate in the past has been attributable in large part to our high market penetration among young smokers ... 15 to 19 years old . . . my own data, which includes younger teenagers, shows even higher Marlboro market penetration among 15-17-year-olds … Marlboro smokers, being on the average considerably younger than the total smoking population, tend to have lower than average incomes .. the decline in the popularity of Marlboro Red among younger smokers will probably continue and , thus, further reduce its rate of growth" 15.

 

Rationalise smoking – repress health concern

 1976: March: B&W’s Advertising Objective for Viceroy is to

"Communicate effectively that Viceroy is a satisfying, flavourful cigarette which young adult smokers enjoy, by providing them a rationalisation for smoking, or, a repression of the health concern they appear to need" 16.

 

Establish brand for 14-18 year olds to maintain position

 15 March: A RJR document outlining "Planning Assumptions and Forecasts for the period 1976-1986" outlines that:

"Evidence is now available to indicate that the 14-18-year old group is an increasing segment of the smoking population. RJR-T must soon establish a successful new brand in this market if our position in the industry is to be maintained over the long term" 17.

 

Philip Morris increases 14 year olds

 12 August: An internal RJR memo entitled "Share of Smokers by Age Group", includes "Younger Smokers":

"From a Corporate standpoint, Philip Morris posted a 4 point gain among 14-17 year old smokers (RJR and B&W each lost 2 points)." 18

 

Opportunities from young starters

 1977: 7 March: A B&W document highlights how the

"third major opportunities for KOOL Super Lights gains could come from full taste 85 smokers and from starters. Young (age 16-25) males account for a disproportionate amount of both these segments … KOOL has the highest attraction rate (along with Marlboro) for new starters in the full taste menthol and non-menthol segments" 19.

 

Position brand to appeal to lifestyle – then let nicotine take over

 25 March: A working paper prepared for Imperial Tobacco (Canada) recognises the transition from glamour to addiction.

"At a younger age, taste requirements and satisfaction in a cigarette are thought to play a secondary role to the social requirements. Therefore, taste, until a certain nicotine dependence has been developed, is somewhat less important than other things" 20

 
Learn how smoking begins, The purpose of Project 16 (Imperial Tobacco Canada) is outlined:

"Since how the beginning smoker feels today has implications for the future of the industry, it follows that a study of this area would be of much interest. Project 16 was designed to do just that - to learn everything there was to learn about how smoking begins, how high school students feel about being smokers, and how they foresee their use of tobacco in the future."

 

Peer pressure is important at 11, but may want to quit by 17

 The summary of the findings of Project 16 are that:

"There is no doubt that peer group influence is the single most important factor in the decision by an adolescent to smoke …Serious efforts to learn to smoke occur between ages 12 and 13 in most case [sic] ….However intriguing smoking was at 11, 12 , or 13, by the age of 16 or 17 many regretted their use of cigarettes for health reasons and because they feel unable to stop smoking when they want to. By the age of 16, peer pressure to initiate others to smoking is gone." 21

 

Marlboro dominates youth

 1979: A Philip Morris memo states that:

"Marlboro dominates in the 17 and younger age category, capturing over 50 percent of the market" 22.

 

Today’s teen is tomorrow’s regular customer

Teens make initial brand choice

 1981: A Philip Morris researcher Myron E. Johnston sends a memo to Robert B. Seligman, then Vice President of research and development at Philip Morris in Richmond:

"It is important to know as much as possible about teenage smoking patterns and attitudes. Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin to smoke while in their teens ….it is during the teenage years that the initial brand choice is made: At least a part of the success of Marlboro Red during its most rapid growth period was because it became the brand of choice among teenagers who then stuck with it as they grew older …We will no longer be able to rely on a rapidly increasing pool of teenagers from which to replace smokers through lost normal attrition. . . Because of our high share of the market among the youngest smokers, Philip Morris will suffer more than the other companies from the decline in the number of teenage smokers".

The report analyses data for smokers as young as 12. 23

 

Joe Camel ads reach children as young as three

 The Journal of the American Medical Association finds that adverts for Joe Camel are effective in reaching children. In one study more than half of the children aged three to six who were presented with a variety of products matched the Joe Camel logo with a photo of a cigarette. Six year olds were found to be nearly as familiar with Joe Camel as Mickey Mouse. The study finds that when children were shown Joe Camel adverts, 96 per cent correctly identified the brand, compared with only 67 per cent of adults. 24.

 

Starters disbelieve the dangers until addicted

 

 

Then sports are a reason for quitting

 A report for Imperial Tobacco of Canada states:

"Starters no longer disbelieve the dangers of smoking, but they almost universally assume these risks will not apply to themselves because they will not become addicted. Once addiction does take place, it becomes necessary for the smoker to make peace with the accepted hazards. This is done by a wide range of rationalisations …The desire to quit seems to come earlier now than before, even prior to the end of high school. In fact, it often seems to take hold as soon as the recent starter admits to himself that he is hooked on smoking. However the desire to quit, and actually carrying it out, are two different things, as the would-be quitter soon learns …the single most commonly voiced reasons for quitting among those who had done so was …sports." 25.

 

RJR explains clearly why tobacco companies are inevitably drawn to youth marketing

 1984: A RJR report, entitled "Young Adult Smokers: Strategies and Opportunities" states that:

"Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years. They will continue to be just as important to brands/companies in the future for two simple reasons: The renewal of the market stems almost entirely from 18-year-old smokers. No more than 5 percent of smokers start after age 24. The brand loyalty of 18-year-old smokers far outweighs any tendency to switch with age … Once a brand becomes well-developed among younger adult smokers, ageing and brand loyalty will eventually transmit that strength to older age brackets ... Brands/companies which fail to attract their fair share of younger adult smokers face an uphill battle. They must achieve net switching gains every year to merely hold share... Younger adult smokers are the only source of replacement smokers... If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle."

[The only thing not explained here is how the smoking behaviour and brand loyalty of 18 year olds is created - only by reaching them at an earlier age.]

 

Young are critical to our long term performance

 The report continues… "Younger adult smokers are critical to RJR’s long term performance and profitability ….because of the sensitivity of the younger adult smoker market, brand development / management should encompass all aspects of marketing mix and maintain a long-term, single minded focus to all elements – product, advertising, name, packaging, media, promotion and distribution …Marlboro’s key imagery was not masculinity, it was younger adult identity/belonging –the brand for average younger adults, popular and acceptable among younger adult friends, not ‘too different’." 26.

 

Motor racing is a fast, trendy sport for the young

 November: Gordon Watson, General Manger of BAT in Hong Kong on sponsorship of the Macau Grand Prix :

"We’re not handing out money for nothing. We have gone into this very thoroughly and the entire JPS publicity is built around motor racing, seen as a fast, exiting, trendy sport for the young and, if you like, the young at heart. That’s who we are aiming at in the local market and early indications are that we’re on target". 27.

 

Smoking is for grown-ups

 RJR runs a series of adverts aimed at telling children that smoking is for "adults":

"We don’t advertise to children ..First of all, we don’t want young people to smoke. And we’re running ads aimed specifically at young people advising them that we think smoking is strictly for adults ..Kids just don’t pay attention to cigarette ads, and that’s how it should be." 28.

 

Children most aware of brands with greatest sports sponsorship

 A study published in the Health Education Journal finds that:

"children were most aware of the cigarette brands which are most frequently associated with sponsored sporting events on TV …This demonstrates that the TV sports sponsorship by tobacco manufacturers acts as cigarette advertising to children and therefore circumvents the law banning cigarette advertisements on TV". 29.

 

Need brands to appeal to young

 Minutes from a meeting of BAT’s Tobacco Strategy Review Team reveal, under "Competition with Marlboro/ Brand Strategies":

"Marlboro is particularly strong in attracting young smokers and it was important to have brands which appealed to this group ..It was agreed that, in competing against Marlboro, the market segment at which a particular Group brand was being directed should be carefully defined and all aspects of the promotion and marketing should be clearly targeted on the chosen customer group". 30.

 

Target 13 year olds

 An internal RJR memo examines "Project LF Potential Year 1 Marketing Strategy",

"Project LF is a wider circumference non-menthol cigarette targeted at younger adult male smoker (primarily 13-24 year old Marlboro smokers)." 31.

 

60% start smoking by 13 years - 90% before they are 20

 A study into Tobacco Advertising and Consumption by Joe Tye, Kenneth Warner and Stanton Glantz remarks that:

"Approximately 60 per cent of smokers start by the age of 13 and fully 90 per cent before the age of 20. These statistics translate in to the need for more than 5,000 children and teenagers to begin smoking every day to maintain the current size of the smoking population."  32.

 

Industry dominated by companies who respond to young – need to re-establish image

 ~1987/ 88: Imperial Tobacco’s (Canada) marketing plan states:

"If the last ten years have taught us anything, it is that the industry is dominated by the companies who respond most to the needs of younger smokers. Our efforts on these brands will remain on maintaining their relevance to smokers in these younger groups in spite of the share performance they may develop among older smokers …. Re-establish clear distinct images for ITL brands with particular emphasis on relevance to younger smokers. Shift resources substantially in favour of avenues that allow for the expression and reinforcement of these image characteristics".

The document defines "target groups" for various brands as "men 12-17" and "men and women 12-34" 33.

 

Welcome Joe Camel

1988: RJR introduce Joe Camel, a new cartoon character. A survey, commissioned by the US Centre For Disease Control finds that the highest increase in youth smoking between 1980-1988 is the year that Joe Camel is introduced. 34

 

Joe Camel appeals more to kids than adults

 1991: A study in The Journal of the American Medical Association finds that Joe Camel appeals far more to children than adults. Thirty per cent of three year olds and 91 per cent of six year olds knew that Joe Camel was connected with cigarettes . The researchers found that: "Old Joe, the cartoon character promoting Camel cigarettes had the highest recognition rate among the tested cigarette logos …Market researchers believe that brand awareness created in childhood can be the basis for product preference later in life. It has been shown that children prefer the brands they see advertised …The children in this study demonstrated high recognition rates of brand logos for products that are targeted to both children and adults …cigarette advertising no longer appears on television and very young children cannot read. Yet by the age of 6 years, Old Joe is as well recognised as Mickey Mouse" 35.

 

Sponsorship is designed to stop teens quitting

 

 Another study published in The Journal of the American Medical Association, finds:

" …The tobacco industry’s sponsorship of sporting events, such as the Camel Superiors motorcycle race, should be seen in relation to its need to discourage teenagers from quitting.

…Our study provides further evidence that tobacco advertising promotes and maintains nicotine addiction among children and adolescents. A total ban of tobacco advertising and promotions, as part of an effort to protect children from the dangers of tobacco, can be based on sound scientific reasoning" 36.

 

Old Joe must go

 In response, the journal Advertising Age, publishes an editorial saying that "Old Joe must go" 37.

RJ Reynolds’ James Johnston responds that

"advertising is irrelevant to a young person’s decision to smoke" 38.

 

So much evidence that sponsorship is advertising that affects kids

 A review of "Direct Tobacco Advertising and its Impact on Children" in the Journal of Smoking Related Diseases concludes that

"There is now so much evidence that children identify sports sponsorship and brand-stretching as cigarette advertisements, and that advertisements aimed at adults have an even greater effect on under-age children, that statements from the tobacco industry that it does not advertise to children are irrelevant." 39.

 

I was a scam – selling an image to young boys

 Dave Goerlitz, lead model for RJ Reynolds for seven years, says his marketing brief was to "attract young smokers to replace the older ones who were dying or quitting …I was part of a scam, selling an image to young boys. My job was to get half a million kids to smoke by 1995" 40.

 

Candy cigarettes

 Polish customs stop lorries carrying "Marlboro candy cigarettes", intended for East European children. 41.

 

Reg getting through to kids

 1993: A survey undertaken by the Centre for Social Marketing, University of Strathclyde, and published in the BMJ finds that Embassy’s Regal Reg campaign "was getting through to children more effectively than it was to adults and held most appeal for teenagers, particularly 14-15 years old smokers. It clearly contravened the code governing tobacco advertising, which states that advertising must not appeal to children more than it does to adults, and it may have had a direct impact on teenage smoking" 42.

 

Reg dropped

 Imperial Tobacco drops the Embassy Regal "Reg" campaign. 43.

 

Joe is attractive to kids

 Ex Philip Morris executive said:

"You don’t have to be a brain surgeon to work out what’s going on. Just look at the ads. Its ludicrous for them to deny that a cartoon character like Joe Camel is attractive to kids" 44.

 

Average age start smoking is 14 and heavily advertised brands are the most smoked

 An article published by the US Department of Health and Human Services Morbidity and Mortality Weekly Report states "Approximately three million US adolescents are smokers, and they smoke nearly one billion packs of cigarettes each year. The average age at which smokers try their first cigarette is 14 ½ years, and approximately 70% of smokers become regular smokers by age 18 years …Of the 1031 current smokers aged 12-18 years interviewed in 1993, 70% reported they usually brought their own cigarettes ..Marlboro, Camel and Newport were the most frequently purchased brands for 86 % of the adolescents … The three most commonly purchased brands among the adolescent smokers were the three most heavily advertised brands in 1993. In 1993, Marlboro, Camel and Newport ranked first, second, and third, respectively, in advertising expenditures". 45.

 

Smoking is for grown-ups says Philip Morris

Philip Morris runs adverts aimed at "informing" children that smoking is for adults:

"No one should be allowed to sell cigarettes to minors. Minors should not smoke. Period. That is why Philip Morris developed a comprehensive programme to prevent sales of cigarettes to minors". 46.

 

Advertising greater factor in encouraging kids to smoke than peer pressure

1995: A study carried out by the University of California finds that tobacco advertising is a stronger factor than peer pressure in encouraging under 18 children to smoke. One of the authors, Dr. Pearce, says: "It is not that children see an ad and start smoking, but seeing the ads and handling the cigarette packets and the promotional gifts lessens their resistance, weakens their resolve, so later on they will be somewhat more willing to accept a cigarette from a peer when it is offered." 47.

 

Peer pressure versus advertising

 Rance Crain, Editor-in-Chief, Advertising Age:

"Cigarette people maintain peer pressure is the culprit in getting kids to start smoking and advertising has little effect. That’s like saying cosmetic ads have no effect on girls too young to put on lipstick. Don’t brand preferences start forming early on?." 48.

 

They got lips, we want them

 Terence Sullivan a sales rep in Florida for RJ Reynolds:

"We were targeting kids, and I said at the time it was unethical and maybe illegal, but I was told it was just company policy".

Sullivan remembers someone asking who exactly were the young people were that RJR were targeting, junior high school kids or even younger.

The reply was "They got lips? We want them". 49.

 

Liggett accepts that it markets to youth

 March: US tobacco company, Liggett, becomes the first company to acknowledge that the tobacco industry markets to ‘youth’, which means "those under 18 years of age, and not just those 18-24 years of age." Liggett also promises to "scrupulously avoid any and all advertising and marketing that would appeal to children and adolescents" 50.

 

Boys twice as likely to smoke if racing fans

 November: The Cancer Research Campaign reveals that boys are twice as likely to become regular smokers if they are motor racing fans: "This is damning evidence that tobacco sponsorship encourages young boys to take up smoking and that sponsorship encourages brand recognition." 51.

 

Marketing is causally related to smoking

 February: A study published in the Journal of the American Medical Association provides "the first longitudinal evidence to our knowledge that tobacco promotional activities are causally related to the onset of smoking" 52. According to the authors it "provides clear evidence that tobacco industry advertising and promotional activities can influence non-susceptible never-smokers to start the process of becoming addicted to cigarettes … our data establish that the influence of tobacco promotional activities was present before adolescents showed any susceptibility to become smokers ... we estimate that 34 per cent of all experimentation in California between 1993 and 1996 can be attributed to tobacco promotional activities" 53.

 

We don’t track 14 year olds today

 March: Andrew J. Schindler, President and CEO of RJ Reynolds testified at the Minnesota trial. Shown RJR documents that had targeted children, he said:

"I'm embarrassed for the company. We don't track 14-to 17-year-olds today. I think it is wrong, frankly stupid and unnecessary. It certainly doesn't happen today. We shouldn't be discussing 14-year-olds in any way, shape or form" 54.

 

 

References:

  1. P. J. Hilts, Smokescreen - The Truth Behind the Tobacco Industry Cover-Up, 1996, Addison Wesley, p77
  2. P. J. Hilts, Smokescreen - The Truth Behind the Tobacco Industry Cover-Up, 1996, Addison Wesley, p67
  3. R. Kluger, Ashes to Ashes - America’s Hundred-Year Cigarette War, the Public Health, and the Unabashed Triumph of Philip Morris, Alfred A. Knopf, New York, 1996, p316-7
  4. M.E. Johnston, Confidential Note Re Marlboro Market Penetration by Age and Sex, 1969, 23 May {Minn Trial Exhibit 2555}
  5. Philip Morris Vice President for Research and Development, Why One Smokes, First Draft, 1969, Autumn {Minn. Trial Exhibit 3681}
  6. RJ Reynolds, Summary of Decisions Made in MRD-ESTY Meeting, 1971, 7 April {Minn. Trial Exhibit 12,258}
  7. C. Teague Jnr, Research Planning Memorandum on Some Thoughts About New Brands of Cigarettes for the Youth Market, 1973, 2 February [L&D RJR/BAT 2]
  8. E. Pepples, Memo to J. Blalock, 1973, 14 February {1814.01}
  9. RJ Reynolds, No Title, 1973, 12 April {Minn. Trial Exhibit 24,144}
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  11. B&W, New Ventures Project/The New Smoker/Stage 11, 1974, September {Minn. Trial Exhibit 13,996}
  12. R. J. Reynolds, Domestic Operating Goals, 1974, 26 November {Minn. Trial Exhibit 12,377}
  13. B&W, Target Audience Appendix, 1974, 12 December {Minn. Trial Exhibit 13,811}
  14. R.A. Pittman, Memo, 1975, 24 January {Minn. Trial Exhibit 13,724}
  15. M. Johnston, The Decline in the Rate of Growth of Marlboro Red, 1975, 21 May {Minn. Trial Exhibit 2557}
  16. Documents were placed in the record of the Hearings before the House Commerce Committee Sub-Committee in Oversight and Investigations, on "Cigarette Advertising and the HHS[ US Department of Health and Human Services] Anti-Smoking Campaign", 1981, 25 June, Serial Number: 97-66.
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  19. B&W, KOOL Super Lights Menthol Hi-Fi Switching Gains Analysis, 1977, 7 March {Minn. Trial Exhibit 13,697}
  20. Spitzer, Mills & Bates, The Player’s Family; A Working Paper Prepared for Imperial Tobacco, 12977, 25 March, Exhibit AG-33, RJR-Macdonald Inc. v. Canada (Attorney General); quoted in R. Cunningham, Smoke and Mirrors, The Canadian Tobacco War, International Development Research Centre, 1996, p172
  21. Kwechansky Marketing Research, Project 16, Report for Imperial Tobacco Limited, 1977, 18 October: Exhibit AG-216, RJR-MacDonald Inc. v. Canada (Attorney General); quoted in R. Cunningham, Smoke and Mirrors, The Canadian Tobacco War, International Development Research Centre, 1996, p166-7
  22. Philip Morris, Memo, 1979 [Minn.Att.Gen]
  23. M. Johnston, Re: Young Smokers – Prevalence, trends, Implications, and Related Demographic Trends, 1981, 31 March {Minn. Trial Exhibit 10,339}
  24. Quoted in T. Houston, P. Fischer, J. Richards Jnr, The Public, The Press and Tobacco Research, Tobacco Control, 1992, No1, p118-122
  25. Kwechansky Marketing Research, Project Plus / Minus, Report for Imperial Tobacco Limited, 1982, 7 May: Exhibit AG-217, RJR-MacDonald Inc. v. Canada (Attorney General)
  26. RJ Reynolds, "Young Adult Smokers: Strategies and Opportunities", 1984, 29 February {Minn. Trial Exhibit 12,579}
  27. R. Parke, Masterminding a Special Gamble, South China Morning Post, 1984, 18 November
  28. RJ Reynolds Tobacco Company, We Don’t Advertise to Children, 1984
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  30. BAT, Tobacco: Strategy Review Team, 1985, 17 July
  31. J. E. Miller, Re: Project LF Potential Year 1 Marketing Strategy, 1987, 15 October
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  33. Imperial Tobacco, Overall Market Conditions – F88, Exhibit AG-214, RJR-Macdonald v. Canada (Attorney General); Quoted in R. Cunningham, Smoke and Mirrors, The Canadian Tobacco War, International Development Research Centre, 1996, p170
    34.
  34. P. Pringle, Dirty Business – Big Tobacco at the Bar of Justice, Aurum Press, 1998, p162-3
  35. P. M. Fischer, P. Meyer, M D. Swartz, J. W. Richards, A. O. Goldstein, T. H. Rojas, Brand Logo Recognition by Children Aged 3 to 6 Years, JAMA, 1991, Vol 266, 11 December, p3145-3148
  36. J. R. DiFranza, J W. Richards, P. M. Paulman, N. Wolf-Gillespie, C. Fletcher, R. Gaffe, D. Murray, RJR Nabisco’s Cartoon Camel Promotes Camel Cigarette to Children, JAMA, 1991, Vol 266, No 22, 11 December, p3149-3153
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    55.

 

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