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This R.J. Reynolds document shows the cigarette
company's pursuit of young, poorly-educated, low-income smokers to help
assure the company's future cigarette sales by targeting a new brand at
them. "Project XG" was RJR's attempt to market
a cigarette that would "replace Marlboro as the most relevant
brand among young adults smokers."
The paper complains that "Marlboro has
become everybody's brand--it's the Coke, Jack Daniels and Budweiser of
cigarettes." Thus, according to the document, Project XG was
aimed squarely at Marlboro's young, poorly-educated and low-income
demographic group: "75% with no education beyond high school,
primarily blue/open collar workers...long-term earning potential of this
group will be low to middle income."
RJR's psychographic profile of this young group
concludes that they are "In a 'stage of transition'--they have
left the family nest (security) but have not fully accepted the adult
world (insecurity)."
Themes for advertising Project XG, then, targeted the
group's insecurities by making them feel independent, powerful and
socially successful:
"The primary objective of the copy is to appeal emotionally
to the target via visuals projecting a feeling of freedom and
independence via symbols that capture the mood and feeling of power,
excitement, movement and exhilaration. The cigarette supports the role
of being in charge, going one's thing..."
In describing how to target this group with
emotionally powerful ad copy, the paper states,
"The primary role of the copy will be to appeal in an intense
and emotional way to the target via visuals that depict moments of
mature social interaction between strong and independent personalities.
These moments will be provocative, intense and introspective as well as
emotionally and electrically charged. The cigarette and smoking act
become the relevant focal point of the moment
captured."
The document also points out the importance of these
young, insecure low wage-earners to the future of cigarette sales: (From
Page 45): "YAS [Young adult smokers] have been
the critical factor in the growth/decline of every brand/company in the
past 50 years...Only 5% of smokers start after age 24. ...Value of a loyal
18 year old smoker appreciates +30% over time due to increase in
rate/day...Because YAS are critical the short and long term growth, they
represent the most important area of opportunity for new
RJR..."
The paper later gives a name for Project XG: Magna.
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