Tobacco Documents Online

Future Consumer Reaction to Nicotine

Abstract

This 1978 internal Brown & Williamson memo shows that the company knew cigarette consumers were ignorant about the addictiveness and poisonous natures of nicotine:

"Very few consumers are aware of the effects of nicotine i.e., its addictive nature and that nicotine is a poison..."

Yet without the tobacco industry ever publicly offering the above information to consumers, it often now defends itself by claiming "everyone has long known the effects" of their products.

Fields

Quotes

The purpose of this menmo is to outline my views as to how consumer attitudes toward nicotine will change in the near future. In order to explain changes, I need to explain present attitudes toward nicotine. Very few consumers are aware of the effects of nicotine i.e., its addictive nature and that nicotine is a poison. Most smokers view nicotine as the number that follows the 'tar," figure on cigarette packs. Hardly any consumers use nicotine numbers as a basis for their purchase. Tests have been conducted in determine the effect of including nicotine numbers in the advertising message, and in every case there were adverse reactions to the ads. Consumer attitudes toward nicotine will not change too greatly in the near future. Information received from the Futures Group suggests that smokers will become aware of the benefits Of nicotine. Specfically, high nicotine levels cause cigarettes to taste harsh (or full taste) and lower levels Of nicotine give cigarettes a milder taste. Hence, nicotine levels should drop assuming the current trend toward "light" cigarettes continue. Nicotine levels will not be a major factor in the purchase decision in the future. It is very unlikely that the government will require a nicotine level to be printed on cgiarette packaging.

I would be happy to address any questions or comments you may have, Mike.

H.D.S.

Company

Brown & Williamson Tobacco Company

Author

Steele, H. David, Jr. (BW Asst. Brand Mgr. c.1978-82)

David Steele worked for B&W in the Marketing Department as Assistant Brand Manager--NCP, Brand Manager--NCP, and Brand Manager--STP in 1981. He was also Manager of Special Markets and Brand Manager--STP in 1982. (Source: B&W's Initial Disclosure, State of Texas vs. ATC, et al., 6/5/96)

Recipient

McCue, Michael J. (B&W Marketing Dept. brand mgr KOOL c.1978)

Worked for B&W in the Marketing Department as Brand Manager of Kool-Extension, Fact, Plug, SWR, Snuff, duMaurier, Laredo, Long Cut, Trade in 1978, and Brand Manager of Raleigh, Plug, SWR, Snuff, duMaurier, Laredo, Long Cut, Trade from 1978-79.

Region

United States

Litigation

10004026

10004045 01285

10004045 01487

10004045 01834

10004042 17600

Type

Memo

Correspondence

Subject

nicotine

nicotine poisoning

addiction