Abstract
From the R.J. Reynolds Tobacco Company (RJR), here is one of the most compelling documents describing efforts to market cigarettes to youth. In this document, Claude Teague of RJR's research department muses about how to attract "pre-smokers" or "learners" to smoking in a marketplace where the company cannot do so overtly:
"It should be said that we are presently, and I believe unfairly, constrained from directly promoting cigarettes to the youth market..."
"Realistically, if our Company is to survive and prosper, over the long term, we must get our share of the youth market. In my opinion, this will require new brands tailored to the youth market..."
Teague discusses how RJR can exploit the psychological needs of youngsters by developing a new cigarette brand tailored specifically for this age group:
"Pre-smokers learn to smoke to identify with and participate in shared experiences of a group of associates. If the majority of one's closest associates smoke cigarettes, then there is strong psychological pressure, particularly on the young person, to identify with the group, follow the crowd...This provides a large incentive to begin smoking...Thus a new brand aimed at the young smoker must somehow become the 'in' brand and its promotion should emphasize togetherness, belonging and group acceptance, while at the same time emphasizing individuality and 'doing one's own thing.' "
Amazingly, RJR considers how it's deadly products can be used to help enhance the "fragile, developing self-image of the young":
"C. Self-Image Enhancement - The fragile, developing self-image of the young person needs all of the support and enhancement it can get. Smoking may appear to enhance that self-image in a variety of ways. If one values, for example, an adventurous, sophisticated, adult image, smoking may enhance one's self-image...."
Finally, RJR gives us a dismal reminder at how health education, and even warning labels, can serve to actually drive youngsters TOWARDS smoking:
"The smoking-health controversy does not appear important to the group because, psychologically, at eighteen, one is immortal. Further, if the desire to be daring is part of the motivation to start smoking, the alleged risk of smoking may actually make smoking attractive. Finally, if the 'older' establishment is preaching against smoking, the anti-establishment sentiment discussed above would cause the young to be defiant and smoke. Thus, a new brand aimed at the young group should not in any way be promoted as a "health" brand, and perhaps should carry some implied risk. In this sense, the warning label on the package may be a plus."
While this is an older document, it provides an enduring and important lesson that is key to understanding the tobacco industry's need to recruit young smokers. Since adults rarely begin smoking, if the companies don't continue to recruit young people to smoke, one day there will be no more smokers.
Fields
- Notes
This document was first posted January 24, 2000. The links have been updated.
- Quotes
It should be said that we are presently, and I believe unfairly, constrained from directly promoting cigarettes to the youth market...Statistics show, however, that large, and perhaps increasing, numbers in that group are becoming smokers each year, despite bans on promotion of cigarettes to them. If this be so, there is certainly nothing immoral or unethical about our Company attempting to attract those smokers to our products...
Realistically, if our Company is to survive and prosper, over the long term, we must get our share of the youth market. In my opinion, this will require new brands tailored to the youth market...
Several things will go to make up any such new "youth" brands...The questions then are, What image? and What quality? Perhaps these questions may be best approached by consideration of factors influencing pre-smokers to try smoking, learn to smoke and become confirmed smokers....
...For the pre-smoker and "learner," the physical effects of smoking are largely unknown, unneeded, or actually quite unpleasant or awkward. The expected or derived psychological effects are largely responsible for influencing the pre-smoker to try smoking, and provide sufficient motivation during the "learning" period to keep the "learner" going, despite the physical unpleasantness and awkwardness of the period.
In contrast, once the "learning" period is over, the physical effects become of overriding importance and desirability to the confirmed smoker...
I. PHYSICAL EFFECTS...
...The beginning smoker and inhaler has a low tolerance for smoke irritation, hence the smoke should be as bland as possible...For the beginning smoker the cigarette smoke should have a moderate level of tobacco flavor, but should be as free as possible from strong, unpleasant flavors such as stemmy flavor, etc...
II. PSYCHOLOGICAL EFFECTS...
These are the expected or derived gratifications which influence a pre-smoker to try smoking and which sustain the beginning smoker during the largely physically awkward and unpleasant "learning to smoke" phase...
...Group Identification -- Pre-smokers learn to smoke to identify with and participate in shared experiences of a group of associates. If the majority of one's closest associates smoke cigarettes, then there is strong psychological pressure, particularly on the young person, to identify with the group, follow the crowd...This provides a large incentive to begin smoking...Thus a new brand aimed at the young smoker must somehow become the "in" brand and its promotion should emphasize togetherness, belonging and group acceptance, while at the same time emphasizing individuality and "doing one's own thing."
C. Self-Image Enhancement - The fragile, developing self-image of the young person needs all of the support and enhancement it can get. Smoking may appear to enhance that self-image in a variety of ways. If one values, for example, an adventurous, sophisticated, adult image, smoking may enhance one's self-image....
D. Experimentation - There is a strong drive in most people, particularly the young, to try new things and experiences. This drive no doubt leads many pre-smokers to experiment with smoking, simply because it is there and they want to know more about it. A new brand offering something novel and different is likely to attract experimenters...
A final psychological factor which also did not fall readily into Table 1 involves smoking and health attitudes. The smoking-health controversy does not appear important to the group because, psychologically, at eighteen, one is immortal. Further, if the desire to be daring is part of the motivation to start smoking, the alleged risk of smoking may actually make smoking attractive. Finally, if the "older" establishment is preaching against smoking, the anti-establishment sentiment discussed above would cause the young to be defiant and smoke. Thus, a new brand aimed at the young group should not in any way be promoted as a "health" brand, and perhaps should carry some implied risk. In this sense, the warning label on the package may be a plus.
- Company
- R.J. Reynolds
- Author
- Teague, Claude Edward, Jr., Ph.D. (RJR R&D Admin. Director 1987)
Assistant Director of Research at RJR in 1973 and Director of R&D Administration in 1987.(Source: RJR Who's Who NMLRP) Teague was Director of Research & Development
- Recipient
- Corporate recipient, R.J. Reynolds
- Region
- United States
- Litigation
- Minnesota Selected
- Type
- DRAFT
- REPORT
- Confidential
- Subject
- youth
- youth initiation
- smoking initiation
Document Images
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RESEARCH PLANNING 2fEi-10RANDUM'
ON
SOME THOUGHTS ABOUT NEW BRANDS OF CIGARETTES
FOR THE YOUTH MARKET
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D R A F T
SO;fE THOUGHTS ABOUT NEW BRANDS OF CIGARETTES
~ FOR THE YOUTH MARKET
At the outset it should be said that we are presently, and I believe unfairly,
constrained from directly promoting cigarettes to the youth market; that is, to
those in the approximately twenty-one year old and under group. Statistics show,
however, that large, perhaps even increasing, numbers in that group are becoming
smokers each year, despite bans on promotion of cigarettes to them. If this be so,
there is certainly nothing immoral or unethical about our Company attempting to
attract those smokers to our products. We should not in any way influence non-
smokers to start smoking; rather we should simply recognize that many or most of
the "21 and under" group will inevitably become smokers, and offer them an
opportunity to use our brands.
Realistically, if our Company is to survive and prosper, over the long term,
we must get our share of the youth market. In my opinion this will require new
brands tailored to the youth market; I believe it unrealistic to expect that
existing brands identified with an over-thirty "establishment" market can ever
become the "in" products with the youth group. Thus we need new brands designed
to be particularly attractive to the young smoker, while ideally at'the same time
being appealing to all smokers.
Several things will go to make up any such new "youth" brands, the most
important of which may be the image and quality - which are, of course, interrelated.
The questions then are: What image? and What quality? Perhaps these questions may _
best be approached by consideration of factors influencing pre-smokers to try
smoking, learn to smoke and become confirmed smokers.
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2
Table I attempts to define some of the more important effects expected or
derived from cigarette smoking by pre-smokers, "learning" smokers and confirmed
smokers. If this incomplete, subjective, simplistic analysis is even approximately
correct, there are sharp, perhaps exploitable, differences between pre-smokers,
"learners" and confirmed smokers in terms of what they expect or derive from
smoking. Let us examine these differences.
For the pre-smoker and "learner" the physical effects of smoking are largely
unknown, unneeded, or actually quite unpleasant or awkward. The expected or
derived psychological effects are largely responsible for influencing the pre-smoker
to try smoking, and provide sufficient motivation during the "learning" period to
keep the "learner" going, despite the physical unpleasantness and awkwardness of the
period.
In contrast, once the "learning" period is over, the physical effects become
of overriding importance and desirability to the confirmed smoker, and the
psychological effects, except the tension-relieving effect, largely wane in
importance or disappear.
The common thread binding the three groups together appears to be the fact that
smoking of cigarettes offers and provides a desired mechanism for coping with the
stresses of living, which may range from boredom to high tension and from fatigue
to high arousal and hyperactivity. Once this mechanism has been experienced and
used, physical and psychological habit patterns are firmly established and become
self-perpetuating.
C
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TABLE I
EFFECTS EXPECTED OR DERIVED FROM CIGARETTE SMOKING
Pre-Smokerl Learnerl Smokerl
I. PHYSICAL EFFECTS
A. Nicotine Response 0
B. Sensory Effects
1. Irritancy-Harshness 0
2. Flavor +
3. Other Mouth Feel - Dryness, Astringency, etc. 0 -- -
4. Visual - Pack, cigarette and smoke attributes 0 + ++
C. Manipulative Effects - Handling, lighting, puffing ,
holding, ashing, extinguishing ~
II. PSYCHOLOGICAL EFFECTS
A. Group Identification - Participating, sharing,
conforming, etc. +++ +++ 0
B. Stress and Boredom Relief - Buys time, valid + ++ +++
C. interruption, bridges awkward times and
situations, something to do, etc.
Self-Image Enhancement - Identification with
++
-I-++
valued persons, daring, sophisticated,
free to choose, adult, etc.
D. Experimentation - Try something new, experiment, etc. +++ +++ 0
1+ = positive
0 = none
- = negative
~
W
O
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If the above analysis is approximately correct, then the basic theme for
promoting any cigarette to any group should aim, directly or indirectly, at the
desirability of using a given brand as a mechanism for coping with stress. Brands
tailored for the beginning smoker should emphasize the desirable psychological effects
smoking, also suggesting the desirable physical effects to be expected later.
Happily, then, it shotild be possible to aim a cigarette promotion at the beginning
smoker, at the same time making it attractive to the confirmed smoker.
The
information and outline in Table I then may be used as a basis for arriving at
some specifications for new "youth" brands and for determining how they should
be promoted.
I. PHYSICAL EFFECTS
Having identified these as highly desirable to the confirmed smoker but
largely unknown, unpleasant, awkward and/or undesirable to the pre-smoker or
"learner", the effort here should be to affect a compromise to minimize the
undesirable effects while retaining these which later become desirable.
of
A. Nicotine Effects - Nicotine should be delivered at about 1.0-1.3 mg./cigarette,
the minimum for confirmed smokers. The rate of absorption of nicotine
should be kept low by holding pH down, probably below 6.
B. Sensory Effects N
O
N
1. Irritancy-Harshness - The beginning smoker and inhaler has a low tolerance 00
for smoke irritation, hence the smoke should be as bland as
possible. V
w
a
.r
2. Flavor - The flavor of tobacco smoke is initially foreign, and not pleasant.
One cultivates a taste for smoke much as one learns to like
olives or dry wines. Perhaps, as in the case of taste of water,
there is no really "good" flavor, only degrees of "bad" flavor.
Thus for the beginning smoker the cigarette smoke should have a
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5
(
moderate level of blended tobacco flavor, but should be
as free as possible from strong, unpleasant flavors such
as stemmy flavor, etc. A "tar" delivery of 12-14 mg/cigarette
should provide the desired flavor level.
3. Other Mouth Feel - The smoke should be "bland" with respect to
astringency, hotness, dryness and the like. Again, the
theory is that any mouth effect is new and different, hence
should be as bland and free of obvious negatives as possible.
4. Visual - The package and cigarette should be pleasing to the eye, as
will be discussed further below. The amount and density of
exhaled smoke should be such as to be clearly visible and
not thin or scanty. A tar level of 10-14 mg/cigarette should
meet this requirement.
C. Manipulative Effects - Carrying, opening and using the package should be
convenient. The cigarette should be as long as possible, probably
100 mm, to facilitate lighting. The rod should be reasonably f irm,
and a moderately soft, round filter tip should be used. The draft
resistance prior to and during smoking should be as low as practical
and should not exceed VANTAGE specifications. The product should
require, thus~ minimum effort and care to handle and use.
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II. PSYCHOLOGICAL EFFECTS
These are the expected or derived gratifications which influence a pre-smoker
to try smoking and which sustain the beginning smoker during the largely physically
awkward and unpleasant "learning to smoke" phase. These effects also largely determine
which brand the pre-smoker will experiment and learn with.
A. Group Identification - Pre-smokers learn to smoke to identify with and
participate in shared experiences of a group of associates. If the
majority of ones closest associates smoke cigarettes, then there
is strong psychological pressure, particularly on the young person,
to identify with the group, follow the crowd, and avoid being out
of phase with the group's value system even though, paradoxically,
the group value system may esteem individuality. This provides a
large incentive to begin smoking. If this be true, then the same
effect strongly influences the brand chosen, it likely being the
popular, "in" brand used by ones close associates.
Thus a new brand aimed at the young smoker must somehow become
the "in" brand and its promotion should emphasize togetherness,
belonging and group acceptance, while at the same time emphasizing
individuality and "doing ones own thing."
B. Stress and Boredom Relief - The teens and early twenties are periods of
intense psychological stress, restlessness and boredom. Many
socially awkward situations are encountered. The minute or two
required to stop and light a cigarette, ask for a light, find an
ash tray, and the like provide something to do during periods of
awkwardness or boredom, and afford a little "time-out period" when
confronting a stressful situation. Smoking also gives one something
to do with the hands, eyes, etc. and something to talk about in a
situation where otherwise one might simply have nothing to do or say.
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(
This desirable attribute of smoking should be strongly
emphasized in promoting a new youth brand.
C. Self-Image Enhancement - The fragile, developing self-image of the young
person needs all of the support and enhancement it can get. Smoking
may appear to enhance that self-image in a variety of ways. If
one values, for example, an adventurous, sophisticated, adult
image, smoking may enhance ones self-image. If one values certain
characteristics in specific individuals or types and those persons
or types smoke, then if one also smokes he is psychologically a
little more like the valued image. This self-image enhancement
effect has traditionally been a str.:)ng promotional theme for cigarette
brands and should continue to be emphasized.
D. Experimentation - There is a strong drive in most people, particularly the
young, to try new things and experiences. This drive no doubt leads
many pre-smokers to experiment with smoking, simply because it is
there and they want to know more about it. A new brand offering
something novel and different is likely to attract experimenters,
young and old, and if it offers an advantage it is likely to retain
these users.
There is another psychological factor which did not readily
fall into Table I, but which may be quite important. That category
might be called "Anti-Establishment Attitudes". It does not enter ~
into the decision to start smoking but may strongly influence the
brand chosen. Today more than ever, young people tend to reject
whatever is accepted by the "over-thirty" establishment, which
includes their parents. If "Brand 30+" is the accepted "in" brand
with the establishment, it is likely that many young smokers will
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8
C
almost automatically reject that brand and start with something
else. They will more likely start with "Brand 20+" which is
both the "in" thing with their closest age group and the "out"
thing with the "over-thirty" group. Probably in todays market,
WINSTON is the "Brand 30+" and Marlboro is the "Brand 20+".
Happily, the Marlboro will eventually age out of its "in" position
with youth, as WINSTON appears to have already done. Now is the
time to launch the next brand to become the "in" cigarette with
the next generation as Marlboro ages from "in" to, hopefully "out and
over-thirty" status, hence becomes something for youth to avoid.
A final psychological factor which also did not fall readily
into Table I involves smoking-health attitudes. The smoking-health
controversy does not appear important to the group because,
psychologically, at eighteen, one is immortal. Further, if the
desire to be daring is part of the motivation to start smoking, the
alleged risk of smoking may actually make smoking attractive. Finally,
if the "older" establishment is preaching against smoking, the
anti-establishment sentiment discussed above would cause the young to
want to be defiant and smoke. Thus, a new brand aimed at the young
group should not in any way be promoted as a "health" brand, and
perhaps should carry some implied risk. In this sense the warning
label on the package may be a plus.
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We have looked, at some-length, at what qualities and image a new brand aimed
at the youth market should have. At this point, it will be useful to summarize
what has been said; in admittedly general terms:
Product Quality Factors
1. Moderate level of nicotine (1.0-1.3 mg/cigarette) delivered at pH
(5.8-6.0) to insure slow absorption.
2. Moderate level of blended tobacco flavor ("tar"of 12-14) free of
undesirable (e.g. stemmy) flavors.
3. Bland, soft, moist mouth-feel, with minimal irritancy, harshness,
astringency, possibly very lightly mentholated.
4. In "standard"' range of diameter and firmness, with resilient filter
or mouthpiece, probably 100 mm in length.
5. Different package typa or packaging :naterial, perhaps containing
fewer cigarettes, therefore less bulky.
6. Some visible novelty or difference in product or package to set
apart from conventional cigarettes, ideally in direction of greater
manipulative convenience for beginning smoker.
Product Image Factors
1. Should emphasize participation, togetherness, and membership in a
group, one of the group's primary values being individuality.
2. Should be strongly perceived as a mechanism for relieving stress,
tension, awkwardness, boredom, and the like.
3. Should be associated with doing one's own thing to be adventurous,
different, adult, or whatever else is individually valued.
4. Should be perceived as some sort of new experience, something arousing
some curiosity, and some challenge.
5. Should be different from established brands used by the over-thirty and ~
0
perhaps even over--twenty-five groups. Must become the proprietary "in" OD
thing of the "young" group.
. 6. Should not be perceived as a "health" brand.
