doc-alert

Anne LandmanPosting Date:  Monday, January 23, 2006
Winston Idea Campaign.
Document Date: 20 Mar 1992
Company/Source:  R.J. Reynolds
Length: 7 pages
Bates No. 509037905/7911
URL of this posting: http://tobaccodocuments.org/landman/509037905-7911.html
Document Images: http://legacy.library.ucsf.edu/tid/psj83d00

    This R.J. Reynolds document lists ideas from a brainstorming session held to
come up with new ideas to promote Winston cigarettes.  Many of the ideas are
designed to appeal to men.  One participant asks, "Has anyone ever connected
WINSTON with the Churchill idea (i.e., leadership in market, integrity, etc.)?"
Another suggests re-making RJR's failed Dakota* brand cigarette into a new brand
designed to appeal to male deer hunters.  The brand would have a camouflage pack
and a blaze orange logo.  The rationale was that "Deer hunters will buy anything
they even remotely think might give them an edge in hunting.  One rule of
hunting is don't smoke, but after you have been in a tree stand for several
hours, most hunters are going to light up."  

     Perhaps the most entertaining idea can be found at the bottom of page
-7906: 
  "Design a WINSTON fishing lure--looks somewhat like a WINSTON cigarette and
has WINSTON on it.  Lure would have a pivoting action behind the filter which is
the head.  Name the lure the WINSTON Wiggler because the pivoting action makes
it wiggle through the water.  The WINSTON Wiggler looks tough...a mean looking
face with treble hooks from the cigarette rod body. Billboards/banners at the
tournaments show a smoker fishing...a fish striking the WINSTON Wiggler. The
message reads, 'Catch the feeling with WINSTON' "
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* Information RJR's Dakota brand can be found at
http://www.wclynx.com/burntofferings/packsdakota.html and
http://tobaccodocuments.org/product_design/512691002-1007.html
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Quotes: 

  3. Design an aerosol spray to make the smell more acceptable. The spray could
be applied to the cigarette just before smoking or to spray the air immediately
after smoking.  


  4. Florescent particles in the cigarette paper or in the blend such that it
would glow in the dim light of a bar.  


  5. Design a neat little bag with draw string to hang a pack of cigarettes in
like Crown Royal Whiskey comes in....


  9. Set up free hand writing analysis at malls for smokers and give them a
prize while you grow your data bank on smokers. 


  10. Develop a machine to personalize the cigarette pack.  Say Bill buys a pack
at his local convenience store and answers a few questions and signs his name. 
He then inserts his pack of cigarettes in the magic machine and out comes his
pack of WINSTONs with his signature on the pack plus a gift for his time.  We
keep the information and grow our data bank....


  ...Design a WINSTON lure - looks somewhat like a WINSTON cigarette and has
WINSTON on it. Lure would have pivoting action behind the filter which is the
head. Name the lure The WINSTON Wiggler because the pivoting action makes it
wiggle through the water. The WINSTON Wiggler looks tough...a mean looking face
with treble hooks from the cigarette rod body. Billboards/banners at the
tournaments show a smoker fishing...a fish striking the WINSTON Wiggler. The
message reads "Catch the feeling with WINSTON".

  1. Develop a WINSTON Eagle image as a cartoon character similar to the Old Joe
image and capitalize on his traits - Proud, Free, All American, Sharp, Graceful,
and Legal.  Develop a NASCAR image [Cartoon Character of a typical NASCAR Racer
(car or driver)].  Use objectives associated with being a winner.  Spirited,
daring, alert, macho, the character may or may not have the facial features of a
popular driver...1. "Sir WINSTON" The James Bond Look. You may not have a
million, but you can feel like a million.

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  Company 
  R.J. Reynolds 
  Author 
  Unknown. Document was found in the area of Astrid Saylor, a secretary who
worked in RJR's New Business Development Department (under Diane S. Burrows). 
  Region 
  United States 
  Type 
  REPORT 
  Named Person 
  Foote, N. 
  RRJ 
  Hayworth, R. 
  F Bill 
  Teague, R. 
  Hanes, W. 
  Hill, W.C. 
  Nascar 
  Mangan, W. 
  Jordan, L. 
  Stevenson, M. 
  Smith, L.A. 
  Tomel, J.J. Jr 
  Williams, R. 
  Tate, J. 
  Wong, M. 
  White, J. 
  Young, H. 
  Henry, D. 
  Casey, W.J. 
  NBA 
  Timberlake, R. 
  RJR Nabisco 
  Debethizy, D. 
  Mchone, R. 
  Todd, D. 
  Churchill 
  Chapman, P. 
  Sides, L. 
  Ecusta 
  Wattens 
  Jones, E.C. 
  Brown, W. 
  Helms, C.W. 
  Subject 
  promotional campaign 
  product development 

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Smoking deer: http://www.jeffgoode.com/pix/pn8rm96_chicago2.jpg

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