Tobacco Documents Online

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HOW TQ COMM.,U.,NICATE TO.SMOKER'S TH, R ,QUGH ADVERTI$1 .N.G THAT WE.,HAV, E PRODUCTS THA, T ADDR, E$$ pERS..ONAL CONCERNS PE, R~CEIVED ABO .UT..SMO .KING. Let Old Joe tell children not to smoke until they are 21 years of age. This will let parents of smokers and nonsmokers know that we are concerned about their children. Let older people advertise cigarettes and tell how long they have been smoking and that is has not harmed them. Let people know that they should have a free choice to smoke and they should not feel as if they are second class citizens because they do smoke. Tell them that there is other things that cause lung cancer other than smoking or second hand smoke. That some people are more susceptible to lung disease than others. Let smoker know we are concerned about their health. :::':"' ii:.iii;;:::::!;;iiii:i Let smokes know that they will be able to afford cig;~,rettes even if they raise the Federal tax on cigarettes. Offer more coupons and gifts to them with proof of purchase seals, Use Old Joe and The Hardpack Team to communicate to minors that "Kids Don't Smoke", Possibly by using comic inserts in pacts, advertising through billboards, doing skits in public schools to minors (if possible). Print a warning on our packs to minors about smoking. Health - Low tar and nicotine for a ~ smoke. Camel for being looked at as Cool! (Great for your image), ii..,.:.il ...... ~10. Different styles, lengths, blends for any smoker. i~;:::::~: ~: ::: ::~"~::~::~?::::~::~'::"~11, Health problem could be generic or hereditary, /i==i!==~i!~/=!i!12. Emphasize benefits from smoking (ex." nicotine and brain power) ~:==~ 13. Show data on test results that cancer is not totally linked to smoking. 14. Lie to them? 15, We should emphasize the low Sidestream brands and the better aroma brands, CX 23-B RM062660

16. Have smokers be more aware of cigarette smoke bothering people near them. That is if the person is allergic (maybe has asthma), he could ask the people near them if the smoke bothered them. 17. We should advertise the Vantage Charcoal as being a better filtered product for flavor delivery, ~-~/" 18. Place information on packs that is written large enough for the consumer to read. iii',;iil;iiii!~i'=;~ 20. The American Brand. All Tobacco. : ...... 21. The Rap - Winston's taste good like a cigarette should. It worked 20 years ago. .~iii~.~,,:~.~i It may work again. ::-:." : 22, Use advertising to point out that alcohol kills and injures more people than tobacco. ....... ii:.~.i~iii.i.~..~:~23. Have video in tour at Whitaker Park showing what we are doing at R&D to show .... ~::~:.::::~,.. that we care about smokers concerns. Publish results of studies in magazines with ads that support our views. Avoid in-kind/irrational, exaggerated, half-truth, hype) responses to anti-smoking claims. Present factual information only - people are tired of their emotionalism. Sell Horizon, Chelsea, Vantage Excel - addresses odor and Sidestream smoke concerns. F~.ctuel ads relating results of studies that disagree with EPA and AMA findings to efforts we've made to reduce tar, pollutants, etc. Sidestream offensive to nonsmokers. Possible Federal tax increase on cigarettes. Add slogans to cigarette packs, We should advertise our mid-price brands, especially i_f w~ bed e "Western" Imaoe brand as a competitor to Marlboro, now that PM made price an issue, 32. Say what is good about smoking: Helps relieve stress, That our product is not as bad as some reports have expressed. CX 23-C RM062661

33. Reduced tar and nicotine in our ads. 34. Premier Cigarette. 35. Our company says smokers and nonsmokers have personal rights. ....... i~i36. Respond to the health risk issues with data. ..37. Have "Joe" deliver a message to underage persons that they should not smoke. .=,~ii38. Address the tough issues openly. .............. 139. We want customers who smoke competitive products - not new teenage :~==, smokers. 41. By discouraging teenagers from smoking. ~:i::.,iiii~.iil..A2 By being an adult smoker by choice. :::::::::::::::::::::: ' 43 That people smoke by choice. CX 23-D RM062662