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MEMORANDUM TO: CC: PROM: DATE: SUIMECTI V. C. BItOACH R, O, Stewa~ P. J. Tighe G. T. it~|d E. T. Parra~k June $, 19'~7 Soelal Smokln~ ProJecl D. A. Lltwln R. L. Juhnson This memo pl, esents a starting point for development of the Social Smoking Project. The 1976 Kalhok/Short report, "The Effects of Restrictions on Cum-ent Marketing and Marketing in the Future" notes "compounding negative pressures" may deter smokers from the "pleasurable pursuit of the smoking habit." They consider it the iadustryls Job to either 1'deflect" these pl"easurea o1" to provide the smoker with more adequate defenses. These defenses may be both physical and psychological. Ph~slea| defenses ave products designed to comet specific negative pressures. These milht Include • low gas/low 'tar' product that meets the Go~ etandal'ds o~* 8 p~oduet that g~e~ates no ash o~ no aide stream smoke, ~ ;*~ Ps,ycholoE, le|d defenses would include product positioningB that provide smokers with: • more positive self-image more positive perceptions of the smoking habit a statement of describable b~neflts derived from smoking: • r~Bon why. a militant ~'s~cker's rights" philosophy. 0 0

i- -2- Project Objectives If we agree with the above thlr~ing, the objectives of SSP ai"e two fold: I. Develop products that address spvcific social pr©~ures. 2. D~velop positions that provide smokers with strong reasons to cvntinue smoking° l~ext St e.E~_ Short Term; A~lysis of McCann 24 brt~d study 2. I~plementation of Smoker Problem Study 3. Review of ~ndustry/cr~tlcal cornmunlty thformatthn 4, Review of ~&WJBAT technologlea Long-Term/On-Gothg t. Development of smoker need and attitude profiles. (primary research) Resources H is our tntenticn to initiate data gathering through Corporate Affairs, Public Rela~thns, Bob l~ragaruik, International and l~a~ketlng Plannhxg. AB we discussed, thlB pro~ect ~c~passes ve~ bRsic macro issues in the areas of s~oker behavior, ~mok~r att~tude~ and corporate policy. It is ~pproprtate, therefor~ that ~e ~rthg all appltcabl~ remources to bearm including several outstde the new pruduct p~esa as it [B Currently defined. Your help in identifying these sources will be appreciated. E.T.P. C~