doc-alert

Anne LandmanPosting Date:  Wednesday, December 7, 2005\
Summary Draft Number 2
Company:  Philip Morris
Document Date: 20 Aug 1991
Length: 1 page
Bates No. 2062146847
URL of this Posting: http://tobaccodocuments.org/landman/2062146847.html
Document Image: http://legacy.library.ucsf.edu/tid/mot49e00

    This one-page 1991 Philip Morris interoffice memo, Bates number 2062146847,
is very important because it is the cover memo for the Archetype Project summary
report I cited in the Doc-Alert posting of 20 November 2005. (The Archetype
Project summary explained why Philip Morris felt so secure in going from
actively pursuing the youth market to declaring that the company doesn't want
kids to smoke). I made a mistake in my last posting when I said the author of
the Archetype Project report was the PM consulting firm Rapaille Associates. The
real author of the Archetype Project report is Carolyn Levy, Ph.D., a longtime
Philip Morris scientist who studied nicotine addiction and smoking behavior in
the 1970s, the youth market in the early 1980s and who was appointed to head
PM's Youth Smoking Prevention Department in 1999. In 1981 Carolyn Levy approved
(and may have helped write) a PM internal marketing research report called YOUNG
SMOKERS PREVALENCE, TRENDS, IMPLICATIONS, AND RELATED DEMOGRAPHICS that
described the importance of teenagers to PM's future market. That report said,
"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 begin to smoke while still in their
teens....The smoking patterns of teenagers are particularly important to Philip
Morris." (See the entire document at
http://legacy.library.ucsf.edu/tid/ftu74e00)
    The Archetype Project report itself is the next sequential Bates number
after this cover memo, 2062144848. You can see it at
http://legacy.library.ucsf.edu/tid/not49e00

    The true authorship of the report is a subtle but very important point. It
shows PM's strategy of portraying smoking as "for adults only" to assure the
product has continuing allure to children, was conceived by a prominent employee
whose past jobs included studying both the addictive properties of nicotine and
MARKETING TO youth.  It also completes the picture of the disingenuousness of
PM's Youth Smoking Prevention Programs, and how these programs are actually
designed to help PM assure a future market for their products.

------------------------

Quotes:

  TO: Archetype Core Team Members
  Date:  August 20, 1991
  FROM: Carolyn Levy
  SUBJECT:  Summary - Draft #2

  Attached is a second draft of the Project summary.  I have incorporated almost
all of your suggestions...thank you.

  I think we can further enhance this summary orally at our meeting with the big
team.  Please let me have your suggestions for changes to this document in
writing before Labor Day (I'll be on vacation that week.)

  Thanks in advance.

  Carolyn

------------------

Notes: Thanks to Pascal Diethelm for bringing the true authorship of the
Archetype Project to Doc-Alert's attention.

  -----------------
  Company 
  Philip Morris 
  Author 
  Levy, Carolyn J., Ph.D. (PM Director of Consumer Research c. May 1989) 
  Carolyn Levy is a long time Philip Morris scientist who has intimate knowledge
of smoker behavior, psychology and PM's addiction studies. Studied and reported
at PM on smoker psychology, 1974-75. Studied the role of nicotine in reinforcing
smoker behavior in 1976 (1003293201). Levy also has knowledge of the importance
of the youth market to future cigarette sales. In a Mar. 31, 1981 PM report Levy
wrote, "Today's teenager is tomorrow's potential regular customer...The smoking
patters of teenagers are particularly important to Philip Morris." (1003636640)
Appointed Assistant Director of Consumer Research at PM in 1988; Sr. VP
Marketing and Sales Information in 1995; Was Sr. VP of PM's Youth Smoking
Prevention Programs 1998. 
  Recipient 
  Davies, D. 
  Goldfarb, Art (PM brand management/promo, Bucks & Cambridge) 
  Jones, Jan (PM Behavioral Research Labs, c. 1980-81) 
  Philip Morris Associate Professional, Behavioral Research, c. 1980-81
  Lalley, K. 
  Mahan, Michael (Marketing manager for PM in 1991) 
  Marketing manager for Philip Morris USA in 1991.
  Mortensen, J. 
  Rapaille - consultant on the Archetype Project, 1991
  Sotis, M. 
  Region 
  United States 
  Litigation 
  Stmn/Produced 
  Named Organization 
  Archetype Core Team 
  Type 
  MEMO, MEMORANDUM 
  Subject 
  youth 
  youth access 
  youth initiation 
  youth risk behavior surveillance 
  Youth Smoking Prevention Programs (Industry-sponsored youth smoking prevention
programs) 

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Anne Landman 

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