From: afoxland@starband.net
Date: Wed, 08/20/03
Anne LandmanPosting Date: Wednesday, August 20, 2003
RJ Reynolds Problem Laboratory.
Company/Source: R.J. Reynolds
Document Date: 30 Sep 1982
Length: 49 pages
Bates: 502788460/8508
URL: http://tobaccodocuments.org/landman/502788460-8508.html
PDF Version: http://tobaccodocuments.org/landman/502788460-8508.pdf
In this weird R.J. Reynolds (RJR) "Problem Lab" document, RJR
employees were asked to brainstorm about ways to "make smokers feel good about
smoking," alleviate smoker guilt, improve the social acceptability of smoking,
"capitalize on mood enhancement," enhance new markets and other tasks.
When challenged to "Identify a cigarette which better alleviates
negative feelings and enhances positive feelings [about smoking]," respondents
came up with ideas like, "How to have a crystal cocaine rock filter," "How to
have a pulsating wet end filter...[a] 'Fish Lips' filter," and "How to have a 5
foot long cigarette (at the end -- a feeling of accomplishment)."
When asked to "Develop ways to capitalize on mood enhancement,"
employees said, "How to get a cigarette that gives same kick as marijuana," "How
to keep the 'high' going...," "How to have a cig that makes my alcohol, beer
taste better," the opposite,"How to have a cig that sobers me up," and,
inventively, "How to have a cig that delivers birth control agent and sexual
stimulant at the same time."
When asked to "Develop ideas that eliminate or alleviate taste
burn/buildup factor," respondents produced ideas like "How to have a cig where
paper impregnated with Tic Tacs," "How to have the smoke deposit a wax to mouth
and nasal passages so tar and nicotine don't adhere," "How to have a
pre-tooth-washing cig--heat or smoke would act as dirt loosener," and "How to
have a cig that whenever you buy a pack you get a percentage of stock of RJR."
When asked for cigarette ideas to help smokers overcome concerns about
the social acceptability of smoking, employees came up with ,
"Wish cig when I smoke forms a halo around my head," "Wish a kazoo
filter," "Wish cig that repels anti-smokers," "How to have a brand of cigs
[that] for every pack or carton sold - donate 5 cents to United Way."
While these ideas are undeniably off the wall, some are eerily close
to products that have actually emerged from the tobacco companies. The idea,
"How to make a cig that's not a cig...simulates smoking but has no fire so would
have no harshness, may only appear to burn," brings to mind cigarette brands
that have actually been produced to do just this, like Premier, Accord and
Eclipse.
Other interesting ideas include things like "How to get the Smurf
endorsement," and "How to get Miss Piggy to smoke."
The question might be, then, how seriously we should take
"brainstorming" documents like this one? When viewed "microscopically," ideas in
the document seem patently absurd. But when viewed "macroscopically," such
documents represent a fascinating, free-association-type exercise that
demonstrates much about how the minds of people inside the tobacco industry
work.
Quotes:
TASK HEADLINE
Identify a cigarette which better alleviates negative feelings and
enhances positive feelings.
BEGINNING/ABSURD IDEAS/SPRINGBOARDS
...How to have a cig. which would satisfy hunger pains/quench
thirst.
...How to enhance the tactilenss of a cig. (e.g. serrations or
ribboning around filter).
...How to have a cig. let me know I achieved something - feeling of
self-worth.
...How to turn TAR into something valuable.
...How to treat filter so when tar comes through, it tells you
you've won - visually.
...How to have a 5 foot long cigarette (at the end - a feeling of
accomplishment).
...How to have a cig. that helps you to better "think" i.e., Vitamin
E.
...How to have a crystal cocaine rock filter.
...How to have a cig. that helps me reduce high blood pressure.
...How to have a cig which gives you a feeling of authority.
...How to have a cig which turns off the left side or right side of
brain.
...Wish cig. can smoke when pregnant and gives peace of mind.
...how to have contraceptive cig.
...How to have the honest politician cig.
...How to have a cig. like a hug, or it "kisses your lips."
...How to have a pulsating wet end filter..."Fish Lips" filter.
TASK HEADLINE
Develop ways to capitalize on mood enhancement.
SPRINGBOARDS:
1. How to get a cigarette that gives same kick as marijuana.
2. How to keep the "high" going.
3. How to have an extender, e.g. physical product.
4. Wish for a cigarette that gave me the extended relaxation of
Valium.
5. Wish for a cigarette that lets me be less concerned about
smoking.
6. Wish for a cigarette that was more potent at night, e.g. evens
out mood enhancement over time.
7. Wish for a cigarette that increases my mental activity.
8. How to have a cigarette that gives you more energy...
9. How to get an adrenaline input from cigarette.
10. How to have a thinking person's cig...
...17. How a cig that would enhance your sexuality.
...20. How to have a cig that would give you the "cocktail" feeling.
21. Wish to use a cig. as a dip stick, e.g. dip in Amaretto.
22. How to have a cig. that makes my alcohol, beer taste better.
23. How to have a cig that sobers me up... 2
4. How to have a cig that puts you to sleep.
25 How to have a cig that delivers birth control agent and sexual
stimulation at same time. 26. How to add herpes cure.
...30. How to stimulate our glands to emit bodily chemicals.
...33. How to have a cig. that gave me the thrill of doing something
taboo...
34. How to have a cig that looks different and gives you the
permission to say anything you want to say.
35. How to increase the trust level of people with this cig.
TASK HEADLINE:
Develop a new cigarette that will be perceived as eliminating or
alleviating taste burnout.
SPRINGBOARDS
1. How to do what Schaeffer Beer did in their commercials - e.g.
"The one beer to have..."
...3. How to have a cigarette that soothes throat as you smoke it,
e.g. novocaine, local anesthetics, etc.
...6. How to have cig that have "pinch filter" to release numbing
agent.
...14. How to have a cig that smells so bad that it overcomes
polluted air, or smells better...
...18. How to have a punk cig, smoke 50 a day and your tongue falls
off...
TASK HEADLINE:
Develop cigarette ideas that will help smokers overcome concerns
around social acceptability of smoking.
SPRINGBOARDS
1. Wish cig when I smoke forms a halo around my head.
2. Wish cig when I smoke produces beautiful music from me.
3. Wish a kazoo filter.
4. Wish a cig that you don't mind smoking around babies.
5. Wish cig that repels anti-smokers....
TASK HEADLINE
Invent new ways to improve the social acceptability of cigarettes.
SPRINGBOARDS:
How to eliminate guilt... ...How to have a "Visene" cig. that takes
smoke out of eyes. ...How to position a brand called Friends. ....Wish for a cig
called Social Shorts...2 puffs, e.g. says, "I'm concerned about you." ...How to
make a cig that no one knows you're smoking, e.g. ear implant. ...An implant in
a sustained-release nicotine source implant every 6 months. ...A pocket flask
with compressed cig. smoke. ...How to get the Smurf endorsement. ...How to get
Ms. Piggy to smoke.
--------------------------------------------------------------------------------
----------------
Company: R.J. Reynolds
Author: R.J. Reynolds
Recipient: R.J. Reynolds
Region: United States
Type: REPORT
Named Person: RJR
TI
F Laurie
F Doug
F Marvin
F Peggy
F Ernie
Bogart, H.
Grand Prix
F Ken
Schaeffer
F Pam
Vicks
United Way
Visene
Lysol
Chevas Regal
Gable, C.
Tbo
Leeper, G.
Ww
Ama
Fda
Mcdonalds
F Jan
F Don
F Cal
F Bob
Chairman of the Board
Lucite
List of Movie Stars
Post, E.
F Meg
Pappy Rosi
Disney
Atari
Kelin, C.
Blass, B.
Dermat
Subject: Social Acceptability (Social acceptability of smoking)
The industry fought the decline in social acceptability of smoking through
public relations campaigns, legislation, etc.
marketing
cigarette design
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