From: anne@tobaccodocuments.org
Date: Tue, 07/12/05
Anne LandmanPosting Date: Tuesday, July 12, 2005
Other Ways to Reach The Target
Company/Source Collection: R.J. Reynolds
Document Date: 19891002
Length: 18 pages
Bates No. 507176999/7016
URL of this posting: http://www.smokefree.net/doc-alert/messages/247111.html
Document Images Only: http://legacy.library.ucsf.edu/tid/iuh28c00
These are notes from a brainstorming session held for a new brand of
cigarette called "Dakota" which represented R.J. Reynolds' attempt to take
market share away from Marlboro. RJR planned to market Dakota brand cigarettes
in a way that would appeal to typical Marlboro smokers: younger, less educated
people. Some of the ideas listed in this document are bizarre (like tying in
with Domino's pizza by making alligator or rattlesnake pizza--low in fat for
weight-conscious women) or grandiose (like building a Mt. Rushmore-scale Dakota
landmark), others promote rebelliousness, reward criminal behavior ("give freed
convicts a gift pack"), promote dishonesty and a lack of respect for education
("Photo booth does fake college ID's," "Do fake college diplomas.") Some of the
proposed activities are detrimental and even dangerous, like beer guzzling
seminars. A brief list of ideas includes
a.. Mt. Rushmore. Build a Dakota Landmark.
b.. Give freed convicts a gift pack.
c.. Sexy lingerie parties -- cheap jewelry parties
d.. In Bars: ... Pissing contest for girls
e.. The first cigarette you can't buy on Sunday -- says it must be wicked,
makes you want to be rebellious.
f.. Photo booth does fake college ID's
g.. Do fake college diplomas
h.. Seminars in beer guzzling
i.. Make it anti-college with varsity jackets that are dart boys
j.. Cheerleader voo doo dolls
Even if RJR never acted on any of these ideas, the document helps us
understand marketing techniques and how cigarette companies think when their
goal is targeting potential customers, and particularly young adults.
Quotes
* Dakota "Ice Cream Trucks" that drive through neighborhoods, play music and
sample.
* Create a new flavor of ice cream called Dakota ________.
* Dakota hairdryers in public bathrooms.
* Do Dakota Gal photos. Target dresses like Dakota Girl and gets picture
taken.
* Dakota matches at c-stores [convenience stores]
* Free matches at c-stores should be Dakota matches * No friction strip
needed. Use your (or your boyfriend's) fly.
* Mr. Rushmore. Build a Dakota Landmark.
* Dakota dollars/offers dropped from planes..
* Dakota sections... in restaurants, at gas pump islands, at drive-ins...
* Sexy lingerie parties -- cheap jewelry parties, logo earrings. * McDonald's
has McDakota sandwiches.
* Free parking with Dakota pack.
* Give freed convicts a gift pack [Handwritten by this item was the comment
"--have Penny pull YAF [young adult female] prison statistics"]
* Trade-in promotion
*Bring in two empty Marlboro packs (and perhaps others) and get one pack
Dakota free.
* In Bars: Velcro ball/target game, darts, Pissing contest for girls
* Create demand through positive controversy... * Snipe [paste a strip over
billboard ads saying...] "Sold out until June 1990," "Not Available in New York
City" or L.A., etc.
* The first cigarette you can't buy before 9:00 PM.
* The first cigarette you can't buy on Sunday -- says it must be wicked, makes
you want to be rebellious.
* Can't buy in upscale neighborhoods.
*Censor the ads with black spots.
*Sunglasses with logos in the middle of each lens * Guy rating cards (option:
unisex) * Bash a BMW for five minutes for $1.00 *Photo booth does fake college
ID's * Do fake college diplomas * Seminars in beer guzzling * School ring for
the University of Hard Knocks * Dakota U -- the alternate education, a street
degree, an education in life.
*Create the anti-college Spring Break for all the kids who don't go away to
college. * Make it anti-college with varsity jackets that are dart boys *
Cheerleader voo doo dolls * Hire a group of target Dakota women and men to hang
out with the target and represent Dakota.
* Tie in with Domino's -- special Dakota pizza, has toppings like rattlesnake,
alligator, etc., is low fat, especially designed for weight conscious
females...an ice cream pizza...pepperoni soaked in beer, put miniature wieners
on it...spicy hot--tough to eat. Not wimpy.
* Get product into hands of opinion leaders 3 months prior to DTS * Gets the
target to market for us, among their peers... * Product would become the working
person's/real world badge. * Would appear to your more social minded/reverse
snob college kids. * Create a board game, a party game * Easy. No brainwork.
* Relationship theme
*Drinkin' game
* Hide all sharp objects
*Lack of scruples
* Truth or Dare--with emphasis on the dare. * Produce a Dakota film -- shown
only at midnight, become a cult film, X-rated, for 18+, Storyline like Easy
Rider, target it like Urban Cowboy
--------------------------------------------------------------------------------
----------------
Company
R.J. Reynolds
Author
Author not stated
Recipient
Presumed corporate recipient, RJR
Region
United States
Litigation
MINNESOTA 1RFP93; TEXAS COURT ORDER 19970811; USDC SUBPOENA RFP1 19961112;
SCOTT 1RFP26; SCOTT 1RFP27; SCOTT 1RFP30; SCOTT 1RFP29; SCOTT 1RFP35; SCOTT
1RFP1-9; SCOTT 1RFP16-17; SCOTT 1RFP21; WALLACE 1RFP1; US COMPREHENSIVE REQUEST
445; US COMPREHENSIVE REQUEST 443; US COMPREHENSIVE REQUEST 140; US
COMPREHENSIVE REQUEST 160; US COMPREHENSIVE REQUEST 145; LONGDEN INT12;
MINNESOTA 1RFP93 MINNESOTA 1RFP96
Area:
MARKETING; STRATEGIC MARKETING PLANNING; GRADY LB; MGR
Persons and Organizations Mentioned:
BOONES FARM; MCDONALDS; F DANNY; F PENNY; F VICTORIA; F CHER; FOX MJ;
GUNS & ROSES; PEREZ R; RJR; DOMINOS; BODY SHOP; MERRY GO ROUND; LEE JEANS;
AZTEC; JEANS WEST; KAPPA EPSILON GAMMA; WINGER D; MELLENCAMP; ETHERIDGE M;
INDIGO GIRLS; RAITT B; JETT J; 10000 MANIACS; MTV; USC
Type
REPORT
Subject
Young Adult Smoking, Promotions, advertising, sponsorship, music
--------------------------------------------------------------------------------
This document was first posted to Doc-Alert on August 31, 2000. The links have
been updated.
--------------------------------------------------------------------------------
This service is provided by Anne Landman Tobacco Document Research & Consulting
and Tobacco Documents Online.
To subscribe to this list go to http://smokefree.net/doc-alert
To unsubscribe send any email to [***]
Check out the Doc-Alert archives at http://smokefree.net/doc-alert/messages
View and search over 1,100 past postings of Doc-Alert. The Archives are fully
searchable by keyword. We've combed through millions of documents to find the
most interesting, descriptive, pertinent ones.
Send comments, questions, suggestions, corrections, additional information,
complaints, criticism, rebukes, or anything else to:
Anne Landman
Tobacco Document Research and Consulting
3301 Irving
San Francisco, CA 94122
(970) 216-9842
anne@tobaccodocuments.org
|
