From: anne@tobaccodocuments.org
Date: Tue, 05/13/08
Posting Date: Tuesday, May 13, 2008
Marlboro Proposals for Mid-Winter Youth Vacation Spot Promotions
Document Date: 08 Sep 1975 (est.)
Length: 1 page
Bates No. 2045015831
URL of this posting: http://tobaccodocuments.org/landman/2045015831.html
Document Images: http://legacy.library.ucsf.edu/tid/uni67d00
This 1975 Philip Morris proposal presents ideas for increasing use of
Marlboro cigarettes among "kids" through targeted promotions at
beaches during vacation time. Promotional ideas include having a four
wheel-drive Marlboro dune buggy equipped with a "heavy sound system"
drive onto beaches, play rock and roll and give away free cigarettes
samples; free water skiing behind a speed boat painted with Marlboro
logos; passing out free Marlboro frisbees at beaches, and offering as
a door prize at bars a half-day deep sea fishing trip on a boat
called "The Good Ship Marlboro."
Quotes
MARLBORO PROPOSALS FOR MID-WINTER YOUTH VACATION SPOT PROMOTIONS
1. The Marlboro Dune Buggy - A 4-wheel drive vehicle equipped
with a heavy sound system to play rock and roll as vehicle drives up
to beach spots with free samples.
2. The Great T-Shirt Drop - Hire local D.J.'s to fly in sound-
equipped helicopters to talk with kids on beaches dropping Marlboro T-
Shirts along the way.
3. Free Water Skiing behind the Marlboro Boat - Hire local boat
to give rides. Paint up the boat with Marlboro ID, provide skis, life
jackets and belts, etc.
4. Marlboro Frisbees - pass them out free at beaches.
5. Marlboro Message System - set up 10 to 20 message boards at
key points around the resort area. If a kid puts a message up (trying
to locate friends, fraternity brothers, girls, start a party, etc.)
Marlboro xeroxes the original message and posts it on all 20 boards
within an hour. Sell Marlboro ID items through local retailers and
barkeeps (on consignment). Items might include plastic belts, paper
swim suits, plastic glasses, beach balls, beach towels and bags, the
Marlboro radio, The Big Red Pen, T-Shirts, etc.
7. Marlboro Address Book - free on sampler pack card for
distribution by reps.
8. Marlboro Bar Contests - Hold "door prize" drawings in
participating bars for free 1/2-day deep sea fishing trips on "The
Good Ship Marlboro" -- a rented deep sea charter fishing boat.
9. Marlboro Chuckwagon - could be pulled up onto the beaches to
give demonstrations, pass out samples, etc.
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Company
Philip Morris (now a division of Altria Group)
Author
Unknown
Region
United States
Type
REPT, REPORT, OTHER
Litigation
Mile/Produced
Subject
youth initiation
youth
promotions
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