Anne Landman's Collection
Merit Advertising Brief
Abstract
This one-page Philip Morris (PM) document from 1987 shows how the company preys on smokers' health anxieties and lack of information about about tar and nicotine to boost their market for "light" cigarettes:
"The mild/lights segment is the fastest growing segment in the Hong Kong market... ...There is definitely a growing health consciousness in the market due to regular Government anti-smoking campaign. However, consumers currently have a poor knowledge of tar and nicotine. Research shows that Lights = Mild = Less Harmful... Government's anti-smoking pressures will intensify ... This may further increase smokers' health concern and it is very likely that the mild/lights segment will continue its rapid growth..."
Fields
- Notes
Documents like this are important to legal cases focusing on corporate deception regarding "light" cigarettes, like the recent case in the American state of Illinois that drew a $12 Billion verdict against Philip Morris.
Thank you to the anonymous person who brought this document to Doc-Alert's attention.
- Quotes
To: Cecil Yow From: Joe Tcheng Subject: Merit Advertising Brief
CONFIDENTIAL
Background
The mild/lights segment is the fastest growing segment in the Hong Kong market. This segment currently represents over 18.3% share of the market...This growth has primarily come from Marlboro lights...
Marlboro lights is probably the youngest brand in the market...it's smokers are upscale, skewed toward male and while collar...
Marlboro Lights has sourced its smokers mainly from Marlboro Red, Kent and new smokers...
...There is definitely a growing health consciousness in the market due to regular Government anti-smoking campaign. However, consumers currently have a poor knowledge of tar and nicotine. Research shows that Lights = Mild = Less Harmful.
Government's anti-smoking pressures will intensify and on November 13 the health warning will cover 20% of the screen during the entire TVC plus a 3 sec. audio warning at the end. This may further increase smokers' health concern and it is very likely that the mild/lights segment will continue its rapid growth.
- Company
- Philip Morris (now a division of Altria Group)
- Author
- Tcheng, Joseph (Area Director, PM Asia, Taiwan Branch, c. 1989-91)1994
- Recipient
- Yow, Cecil (Deputy General of Leo Burnett Co., Hong Kong Office. c. 1988)Leo Burnett is the international advertising agency that created the image of the Marlboro Man.
Document Images
