Abstract
This Philip Morris (PM) document is a case study showing how PM uses cigarette advertising to help undermine public health messages about tobacco.
In 1995 PM planned to launch a new, humorous ad campaign for "Benson and Hedges" cigarettes.
The launch was strategically timed to coincide with the opening of new (Philip Morris-sponsored) smoking lounges in Denver's new International Airport (DIA, 1995). The inclusion of smoking lounges at DIA was quite controversial at the time, and would have been expected to draw crticism of the company.
Objectives of the ad campaign (and its timing) were to help keep PM in the driver's seat on smoking issues in Denver at that time:
"OBJECTIVES:
--Maintain control of the story and preempt potential activists' criticism of ads
--Reinforce messages of accommodating smokers.
--Preempt possible activists' claims of victory in 'changing the form of cigarette
advertising"...
--Frame appropriate messages regarding ETS and accommodation issues."
The plan included training spokespeople in advance of the ad campaign "to counter activist positions [and]...incorporate accommodation messages into discussion of campaign."
The campaign even provided PM with "hooks" to create future positive stories and promotions for target audiences. Burson-Marstellar (B-M, the public relations company that generated the media plan) suggests that, in the wake of the ad campaign, "Specific accommodation storylines can be developed for pitch to women's book, gay books, restaurant magazines/inserts, etc." B-M also suggested that PM "[Develop] promotions to 'make smoker feel like a hero'".
PM has long held that the intent of its cigarette advertising is merely to convince smokers to switch brands, but this document shows an intent that is actually quite different. The cigarette company used this ad campaign:
1) To take the focus off tobacco as a public health problem and turn the discussion instead into one of economics and "accommodation,"
2) as a shield to pre-empt criticism of its actions and products,
3) To minimize public health messages about tobacco and secondhand smoke and prevent these messages from taking the forefront,
3) To provide the company with access to major media in a way that gave the company control over the coverage it received.
4) To launch other, similar efforts and campaigns around the country and to obtain further "positive" coverage for the company's brands and smoking in general.
Fields
- Quotes
In early April Benson & Hedges will break new consumer ad campaign whose theme is empathy for smokers and the societal pressures they face today...Campaign breaks at a time of renewed focus on issue of cigarette advertising by anti-smoking advocates Campaign marks a return to humorous approach that characterized Benson & Hedges ads in brand's early years...Campaign coincides with opening of Benson & Hedges-branded smokers lounge in new Denver International Airport...
Objectives
• Maintain control of the story and preempt potential activists' criticism of ads
• Maximize coverage of new campaign and visibility for Benson & Hedges brand
• Establish Benson & Hedges "ownership" of empathy marketing
position
• Reinforce Philip Morris reputation as creative, savvy marketers
• Reinforce messages re: desirability of accommodating smokers and non-smokers alike
Strategy
Pro-active media relations effort to generate broad awareness of new campaign and maintain maximum control of story
- Preempt possible activists' claims of victory in "changing the form of cigarette advertising"
- Frame appropriate messages regarding ETS and
accommodation issues
Use Campaign launch as springboard for discussion of accommodation issues.
• Develop multiple avenues for launch publicity
- National publicity effort for ad campaign break...
- National and Denver pitches on theme of accommodation, tied to opening of Denver airport lounge...
...• Media train Benson & Hedges/Philip Morris and Leo Burnett spokespeople in advance
- To counter activist positions
- To address social smoking concerns (accommodation, ETS)
alluded to in ads
- To explain why campaign is only east of Colorado
-To incorporate accommodation messages in discussions of
campaign
- To develop Q&A on tobacco issues that may come up as a
result of campaign
.ETS
• Smoking bans
• Ad bans
• Health issues
Tactics
Opening of Smoking Lounges in Denver Airport provides opportunity to pitch national "accommodation" story, as well
as local market story
- Focus on the general theme of accommodation, not
Accommodation Program
- Use existing polling results on consumer attitude toward
smoking bans, stats on percentage of air travellers who
smoke, to provide context
- Offer third-party spokespersons (from Pour Le France), in
addition to Benson & Hedges/Philip Morris spokespeople, to
talk about social and economic benefits of accommodation
• Arrange one-on-ones for Denver-based national reporters and local reporters with Benson & Hedges/Philip Morris and Pour Le Francem [restaurant] spokespeople in new lounge
- Targets to include:
USA Today
Wall Street Journal (Denver bureau)
Associated Press (Denver bureau)
Denver Post
Rocky Mountain News
KCNC-TV, KMGH-TV, KUSA-TV
- Company
- Philip Morris (now a division of Altria Group)
- Author
- Burson-Marstellar New York
- Recipient
- Presumed corporate recipient, Philip Morris
RegionUnited States
Colorado
Denver
TypeBRPL, BRAND PLAN
BUDG, BUDGET, BUDGET REVIEW
LitigationStmn/Produced
Named PersonFarhi, P.
Lazarus, G.
Operation/ProjectAccommodation
Named OrganizationAd Week
Associated Press
Bloomberg Business News
Brandweek
Business Week
Chicago Tribune
Denver Post
Forbes
Fortune
KCNC Tv
KMGH Tv
KUSA Tv
Leo Burnett Agency
Pour Le France - restaurant in Denver Int'l Airport
Reuters
Rocky Mountain News
Russell Karsh - Denver PR consultant for Philip Morris
Stuart Elliott
USA Today
Washington Post
Wall Street Journal
Ad Age
Subjectsecondhand smoke
secondhand smoke strategy (Corporate strategy to deal with ETS issue)
advertising activity
advertising campaign
Document Images
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Benson & Hedges Ad Campaign
Media Relations Plan
February 25, 1994
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Situation
In early April Benson & Hedges will break new consumer ad campaign
whose theme is empathy for smokers and the societal pressures they
face today
Campaign breaks at a time of renewed focus on issue of cigarette
advertising by anti-smoking advocates
Campaign marks a return to humorous approach that characterized
Benson & Hedges ads in brand's early years
First Benson & Hedges campaign in 15+ years to integrate one
message across all elements of consumer communications
Campaign coincides with opening of Benson & Hedges-branded
smokers lounge in new Denver International Airport
BursonMarsteller Benson & Hedges 1
Page 3: hyc16e00
Objectives
Maintain control of the story and preempt potential activists' criticism
of ads
Maximize coverage of new campaign and visibility for Benson &
Hedges brand
Establish Benson & Hedges "ownership" of empathy marketing
position
Reinforce Philip Morris reputation as creative, savvy marketers
Reinforce messages re: desirability of accommodating smokers and
non-smokers alike
BursonMarsteller Benson & Hedges 2
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StYCI teg.Y
Pro-active media relations effort to generate broad awareness of new
campaign and maintain maximum control of story
- Preempt possible activists' claims of victory in "changing the
form of cigarette advertising"
- Frame appropriate messages regarding ETS and _
accommodation issues
Use campaign launch as springboard for discussion of accommodation
issues
Develop multiple avenues for launch publicity
- National publicity effort for ad campaign break
- Local market publicity for new campaign, tied to local ad
insertions, spectacular out of-home installations
- National and Denver pitches on theme of accommodation, tied
to opening of Denver airport lounge
Work to extend the impact by developing additional publicity
opportunities around later phases of the campaign rollout
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BursonMarsteller Benson & Hedges 3 C32
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Tactics
Benson & Hedges Ad Campaign - National Publicity
The hook: Benson & Hedges returns to its advertising roots with a
campaign characterized by sophisticated humor and a creative
acknowledgment of the societal pressures smokers face today
Give exclusive on campaign break to Stuart Elliott
- Invite to Philip Morris week of 3/14 to preview print ads,
compare with slicks of '60s B&H ads and TV ad reel, interview
Benson & Hedges brand managers and representative from
Leo Burnett
Pre-pitch other key New York-based ad/marketing writers to arrange
one-on-ones at Philip Morris for day Elliott's column runs
- Targets to include:
USA Today
Wall Street Journal
Associated Press
Ad Age
Ad Week
Brandweek
Overnight pitch, release, ad slicks and 1960s ads/reel to key
ad/marketing writers outside New York (e.g., Paul Farhi,
Washington Post; George Lazarus, Chicago Tribune) night before
Elliott's column runs
BursonMarsteller Benson & Hedges 4
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.7
Tactics
On morning column runs, messenger release, slicks of new ads and
'60s ads, and'I`V ad reel to all other New York-based ad/marketing
reporters
- Schedule one-on-one interviews with Philip Morris
spokespeople that day
- Targets to include:
Reuters
Bloomberg Business News
Business Week
Fortune
Forbes
Send release on new campaign, with ad slicks, to retail, convenience
and tobacco trades, plus direct marketing and outdoor advertising
trades
Media train Benson & Hedges/Philip Morris and Leo Burnett
spokespeople in advance
- To counter activist positions
- To address social smoking concerns (accommodation, ETS)
alluded to in ads
- To explain why campaign is only east of Colorado
- To incorporate accommodation messages in discussions of
campaign _
- To develop Q&A on tobacco issues that may come up as a
result of campaign
ETS
Smoking bans
Adbans
Health issues
BursonMarsteller Benson & Hedges
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Tactics
Benson & Hedges Ad Campaign -
Local Market Publicity
Extend the campaign buzz with tailored local market pitches
- Target marketing reporters and/or business desk in all
markets where there are "city magazine" ad insertions and/or
"spectacular out of home" placements
- Time pitch to give advance on local ad break or installation of
out-of-home ads
- Send advisory re: day of installation of spectacular out-of-homes
to local photo desks and TV assignment desks
- Target markets:
New York
Miami
Houston
Tampa
Chicago
Dallas/Ft. Worth
St. Louis
San Antonio
New Orleans
Baltimore
Atlanta
Jacksonville, FL
Orlando, FL
BursonMarsteller Benson & Hedges 6
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Tactics
Opening of Smoking Lounges in Denver Airport
Provides opportunity to pitch national "accommodation" story, as well
as local market story
- Focus on the general theme of accommodation, not
Accommodation Program
- Use existing polling results on consumer attitude toward
smoking bans, stats on percentage of air travellers who smoke,
to provide context
- Offer third-party spokespersons (from Pour Le France), in
addition to Benson & Hedges/Philip Morris spokespeople, to
talk about social and economic benefits of accommodation
Arrange one-on-ones for Denver-based national reporters and local
reporters with Benson & Hedges/Philip Morris and Pour Le France
spokespeople in new lounge
- Targets to include:
USA Today
Wall Styeet Jouynal (Denver bureau)
Associated Press (Denver bureau)
Denver Post
Rocky Mountain News
KCNC-TV, KMGH-'I`V, KUSA-TV
Russell, Karsh & Hagan to provide local support
Pitch travel items to select national outlets
- Major dailies and consumer travel magazines with travel briefs
columns whose focus is "news you can use"
- General interest consumer magazines
- In-flight magazines of airlines with flights through Denver
BursonMarsteller Benson & Hedges
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Tactics
Ways to Extend the Story: A Few Possibilities
As the campaign continues and additional elements (sweepstakes,
in-restaurant promotions, special events) are rolled out, there will be
additional opportunities for publicity that reinforces the key messages
about Benson & Hedges' ownership of empathy marketing, Philip
Morris' creative marketing savvy, and the desirability of
accommodating both smokers and non-smokers.
The attached timeline and budget reflect only the program elements
outlined above, but here are some top-line ideas on how to extend
the story:
- The inclusion of the Accommodation Program logo for the first
time in September ad insertions can provide a hook for a story
on the program (either national or in selected markets) or a
broader look at the "empathy marketing" strategy
- Development of promotions to "make smoker feel like a hero"
(e.g., coffee giveaway in restaurants) can provide hook for new
marketing story
- When the next round of ads is being shot, a new trade pitch can
be built around "the making of the Benson & Hedges ads" or a
nostalgic look at Benson & Hedges ads through the years
- If the campaign generates a significant number of requests for
copies of the ads (or thefts from bus shelters), this grassroots
popularity could be the basis of a new pitch to marketing or
lifestyle reporters in cities with the highest concentration
of requests
BursonMarsteller Benson & Hedges 8
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Tactics
- If any testing or focus groups of nonsmokers shows that they,
too, see the humor in, and react favorably to the ads, this could
provide an interesting new angle
- Specific accommodation storylines can be developed for pitch
to women's books, gay books, restaurant magazines/inserts,
etc.
- If, by late summer, initial results show campaign has created
uptick in brand market share pitch story on
accommodation/empathy as powerful marketing concept
BursonMarsteller Benson & Hedges
