MARKETING RESEARCH REPORT. INNER CITY BLACK CREATIVE EXPLORATORY

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MARKETING RESEARCH REPORT. INNER CITY BLACK CREATIVE EXPLORATORY

Date: 16 Jan 1989
Length: 35 pages
507119955-507119990
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Abstract

This R.J. Reynolds (RJR) market research report shows how a tobacco company targets minority groups with low income and educational levels for promotion of its products despite knowing these products are both addictive and deadly. In this case the minority target was young, inner-city African Americans. The report seeks ways to make SALEM cigarette advertising more "appealing and relevant" to young adult inner-city Black smokers, pointing out that "...[T]he declining trend among younger adult Black smokers is key to the company's long-term growth potential."

For purposes of this study, RJR conducted focus groups among 18-24 year old (mostly 18-20 year old) "downscale inner city Black smokers" with "annual household incomes of less than $20,000 and no more than a high school education."

The showed participants ads with names like "Stepping up," "Fresh Like Lamont," "City Breezin' " and "Smokin' at Percy's Palace" which contained models who were "dressed fashionable, the way people they admire would dress, but not too far out of their reach," to see what they thought of them, and to find out how they could make them more appealing.

At one point, the report seeks to explain why most young Blacks go out to nightclubs with groups of friends rather than on a date:

"This is most likely due to the fact that these consumers do not have a lot of money as well as problems with their own self esteem which makes dating stressful."

RJR knew, then, that this particular minority group struggled not only with low income and educational levels but also surmised that they suffered from problems with self-esteem. Still the company still sought to sell them cigarettes.

Appendix II of the document is a glossary that the writer titled "inner city Black slanguage" that "translates" the language used by this group (for purposes of use in advertising). The "glossary" even interprets physical movements:

PHYSICAL MOVEMENT MEANING

"Respondent" snapping fingers OK

User-Contributed Notes

Fields

Notes

ACRONYMS: YAS stands for Young Adult Smokers. BYAS stands for Black Young Adult Smokers. This document was cited in a deposition of an RJR employee, Lynn Beasley, in the Mangini case.

Quotes

BACKGROUND:

Reversing RJR's declining trend among younger adult Black smokers is key to the company's long-term growth potential. As a result, a Black YAS Initiative will be launched into lead market in 1989 with the objective of reversing RJR's declining share among Black YAS. All marketing resources will focus behind SALEM and against inner city Blacks. This is because SALEM is an acceptable choice for Black YAS and currently accounts for approximately two-thirds of RJR's share of Black YAS. Additionally the focus will be against inner city Blacks since the majority of Blacks, 60%, live in urban inner city areas.

The program will be comprised of new, creative promotion, and field marketing events on a local basis against inner city young adult Black smokers. The advertising agency, LKP, completed their first creative exporatory resulting in six different creative approaches/campaigns...

SUMMARY OF FINDINGS/KEY HYPOTHESES:

...The ingoing hypothesis that the new creative for SALEM is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign seems to be correct for two of the campaigns - "Smokin'" and "Fresh On The Scene."

The strength of the "Smokin'" campaign was the visuals, particularly the "Heroes" and "Percy's Palace" executions. The strength and appeal of these executions was a result of the way the models portrayed these Black smokers in a positive situation with which they could relate -- when one dresses up, goes out on the town, and has a good time. The models were dressed fashionable, the way people they admire would dress, but not too far out of their reach. There was action and color in the visuals which appeared to enhance respondents' positive emotional reaction to these executions. They also liked one way the male model had "center stage" and was in charge with his girl (female model) on his arm.

....The groups' reaction was also consistent with our ingoing hypothesis that the new creative uses language that is relevant and exciting with "Fresh on the Scene" by far the strongest copy as discussed above. The only concern with this copy is that respondents are expecting SALEM to taste different, but better. If they discover the same light tasting, minty product, they may be disappointed since "Fresh on the Scene" promises something new. Other copy that was not as strong but also liked by respondents included "Smokin' at Heroe's," "Word. Smooth" and "Fresh like Lamont." All utlized language that was more relevant to these respondents because it was language they used. (A glossary of slanguage used by these target smokers is included in Attachment II)...

INNER CITY BLACK CREATIVE EXPLORIATORY (MRD #88-12121)

Six focus group sessions were conducted in Chicago, Illinois December 19 and 20. All groups were comprised of 18-24 year old (with the majority being 18-20) downscale inner city Black smokers of Newport and Kool. There were 4 male focus groups and 2 female groups.

Smokers were recruited to be representative of inner city Blacks via screening from designated zip code areas identified as having a 70% or greater Black population density. Smokers were downscale with annual household incomes less than $20,000 and had no more than a high school education.

HYPOTHESES EXPLORED

Hypotheses explored included:

--New creative for SALEM is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign.

--New creative communicates that SALEM is a brand for younger adult Black smokers.

--New creative uses language that is relevant and exciting.

--New creative is impactful and would be intrusive in the inner city Black environment.

DETAILED SUMMARY OF FINDINGS:

1. Lifestyle/Language Exploratory

A. Clubs

Virtually all respondents liked to go to clubs. Most preferred to go with friends versus a date. This is most likely due to the fact that these consumers do not have a lot of money as well as problems with their own self esteem which makes dating stressful. Sometimes they like to dress up when they go to clubs, but most of the time they like to go casually dreassed...

B. Language

Younger adult inner city Black smokers definitely have their own language. They have specific words/phrases (i.e. slanguage) they use to describe a certain type of person or situation. For example:

Black YAS Slanguage A very masculine person He's on, sexy A person you respect He's cool, straight, strapped A person who has status A suit What's "in" It's going on, it's on, it's happening, it's fresh

A complete list of Black YAS slanguage used in the focus groups and their meaning is included in the Attachment II...

ATTACHMENT II

Younger Adult Inner City Black Smokers Slanguage

Word/Phrase Meaning

Strags Women (uncomplimentary)

Kool was "first big kick" Kool used to be big popular brand Squares Cigarettes

Straight Good, cool

Hang at To hang out at some place

A suit A respected man, a person who has status

Word Profound, heavy

Fresh Image - Hip, with it, sexy, bad Product - cool, mint, light

When you want to cool out Have a good time

He's cool/straignt/strapped A person you respect

It's going on'withit'happening Something that's in

You're a free agent Single or no date

He's on, sexy A very masculine person

You're out of here To leave

I ain't the one Not someone's girlfriend

Won't give him the play To flirt

Cooling out Relaxing

PHYSICAL MOVEMENT MEANING

"Respondent" snapping fingers OK

Company

R.J. Reynolds Tobacco USA

Author

Hunter, CS

Creighton, Frances Virginia (RJR Marketing Sr. VP (2002))

Recipient

Creighton, FV

Region

United States

Litigation

MINNESOTA 1RFP93; TEXAS COURT ORDER 19970811; WALLACE 1RFP1

Operation/Project

Uptown

Type

Marketing Research Report

Subject

marketing research

target market

Target/ethnic (targeting ethnic markets)

Target/Low-Income (Target Groups)

Target/Young Adults (Target Groups)

Document Images

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INNER CITY BLACK CREATIVE EXPLORATORY (MRD #88-12121) IMANAGEMENT SUMMARY1 PURPOSE: The purpose of this report is to provide results on consumer reaction to various creative approaches for SALEM's new campaign for the inner city Black lead market. BACKGROUND: Reversing RJR's declining trend among younger adult Black smokers is key to the company's long-term growth potential. As a result, a Black YAS Initiative wiJ.l be launched into lead market in 1989 with the objective of reversing RJR's declining share among Black YAS. All marketing resources will focus behind SALEM and against inner city Blacks. This is because SALEM is an acceptable choice for Black YAS and currently accounts for approximately two-thirds of RJR's share of Black YAS. Additionally the focus will be against inner city Blacks since the majority of Blacks, 60%, live in urban inner city areas. The program will be comprised of new creative, promotion, and field marketing events targeted on a local basis against inner city young adult Black smokers. The advertising agency, LKP, completed their first creative exploratory resulting in six different creative approaches/campaigns. The Brand Team explored consumer reaction to these executions via focus groups conducted December 19 and 20 in Chicago. RESEARCH OBJECTIVE: The purpose of these focus groups was to qualitatively explore the appeal, relevancy, and communication of various creative approaches/campaigns for SALEM among younger adult inner city Black smokers. CAUTIONARY NOTE: Interpretation of the learning from qualitative research is subjective. Therefore, the hypotheses generated in this study should not be considered definitive. SUMMARY OF FINDINGS/KEY HYPOTHESES: Findings were very consistent between the male and female focus groups. As such, findings are reported for all focus groups highlighting differences between the male and female groups where they exist.

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The in oin h othesis that the new creative is im actful and would be intrusive in the inner cit B ac environment seems to e correct for respondents favore executions -"Smo ng at Heroes/Percy's Pa ace" and some "Fresh on the Scene" executions. Target smo ers respon e favorably to both t e action in t ese execut ons as well as the vivid colors in them. They also incorporated cues/hot buttons which enhanced the ability of these executions to attract attention such as: positive male/female interaction; male "center staged"/primary figure; and the right dress (i.e. Nike warm-up suit). NEXT STEPS: Next steps are to make revisions in the creative based on our learning/consumer input which will be followed by further qualitative assessment (which will include exploratory on "fresh" dress as well as relevant "scenes.")

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CONFIDENTIAL Marketing Research Report 88-1212 ?t7: MS. F. V. CREIGhWN IIaIER CITY BLACK CREATIVE EXPIARA'IORY QJPIES M: Mr. E. J. Fackelman Mr. J. D. Weber Mr. J. V. Bellis Mr. J. A. Par,paterra Ms. L. J. Breininger Ms. D. C. Miller Ms. Janice Lee (FCB/LKP) Ms. Diane Krutan (FC;B/W) Mr. Kelvin Wall cMLIC i Januarv 16, 1989 FWf: MS. C. S. HUNTER PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R.J. REYNOLDS TOBACCO USA, WINSTON-SALEM, N.C. 27102 l RJRT Porm 6752 - Rev. 7/66

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B. Language Younger adult inner city Black smokers definitely have their own language. They have specific words/phrases (i.e. slanguage) they use to describe a certain type of person or situation. For example: Black YAS Slanguage A very masculine person He's on, sexy A person you respect He's cool, straight, strapped A person who has status A suit What's "in" It's going on, it's on, its happening, its fresh A complete list of Black YAS slanguage used in the focus groups and their meaning is included in the Attachment II. II. In-Market Perceptions - SALEM, Newport and Kool SALEM's perceptions among Black inner city younger adult smokers is fairly consistent with its perceptions in the general market. SALEM has both unfavorable product and user perceptions. SALEM's product is just too light and its user image skews female, older, while and overall boring people. Newport, on the other hard, benefits from both positive product and user perceptions. Its product has just the right amount of strength. And Newport's user imagery is younger adult and mostly Black smokers. It benefits from being the most popular brand, the one all their friends smoke. Kool is a second choice brand for many Black YAS of Newport. Its product is perceived as the strongest. Kool's user imagery skews male, older and is perceived to be primarily for Black Smokers. Summary of Perceptions SALEM Newport Kool Too light .Just the ri°~6..a strength ° ~i, almost too strong "Like not smoking" "They cool you down" More for men "Need to cut filter All friends smoke "Older people, cause off when smoke" "Started coming on in been on market so long" "Like smoking air" the 70's" Mostly Black Too minty For YAS Mostly females, Mom's Mostly for Blacks Older, working women For White people Boring, stays at home and smokes "They're gone" (i.e. not popular)

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INNER CITY BLACK CREATIVE EXPLORATORY (MRD # 8-12 2 ) METHODOLOGY: Six focus group sessions were conducted in Chicago, Illinois December 19 and 20. All groups were comprised of 18-24 year old (with the majority being 18-20) dovnscale inner city Black smokers of Newport and Kool. There were 4 male focus groups and 2 female groups. Smokers were recruited to be representative of inner city Blacks via screening from designated zip code areas identified as having a 70% or greater Black population density. Smokers were downscale with annual household incomes less than $20,000 and had no more than a high school education. HYPOTHESES EXPLORED: Hypotheses explored included: New creative for SALEH is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign. New creative communicates that SALEM is a brand for younger adult Black smokers. New creative uses language that is relevant and exciting. New creative is impactful and would be intrusive in the inner city Black environment. DETAILED SUHMARY OF FINDINGS: I. Lifestyle/Language Exploratory A. Clubs Virtually all respondents liked to go to clubs. Most preferred to go with friends versus a date. This is most likely due to the fact that these consumers do not have a lot of money as well as problems with their own self esteem which makes dating stressful. Sometimes they like to dress up when they go to clubs, but most of the time they like to go casually dressed. The most popular clubs are located in or near to where these respondents live. The admissions fee ranges anywhere from $6.00 - $12.00 and they will spend anywhere from $20.00 - $40.00 on drinks. The most popular clubs seemed to remain popular about 3-5 years. Clubs are also referred to as "discos, lounges, or music boxes." However, "club" appeared to be the most commonly used name. The most often mentioned clubs respondents went to included: Chicky Ricks The Copper Box The Taste The Fantasy The Surf AKA Coconuts Riviera Heroes The complete list of clubs mentioned is included in Attachment I.

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V. Current "Refreshest" Advertising Respondents in five of the six focus groups were shown current SALEM "Refreshest" Black executions - "Poolside Hip," "Male Waterfall," "Holiday," and "Leg Fan." Two of the four "Refreshest" executions shown received a favorable reaction from most respondents - "Poolside Hip" among male respondents and "Male Waterfall" among female respondents. The appeal of these two executions was the use of attractive models - versus some of the new creative which was perceived as using unattractive models. "Poolside Hip" "She's fresh" "Cooling out by pool. Good body. Good poise." "Male Waterfall" "Cooling out. He's fresh. Good body." "At waterfall chilling out." Respondents in general liked the relaxing and romantic atmosphere they perceived in these executions. However, they were not perceived as unique, particularly relevant, (versus favored "Smokin at Heroes/Percy's Palace" executions) and were felt to be more for older smokers. "Mental picture relative to "Smokin' at Heroes." "Everybody's doing this." "Smokin' At Heroes looks more like today. '80's action." "For older men ("Poolside Hip") relative to 'Heroes'." While many respondents liked "The Refreshest" copy, others felt it referred to SALEM'S light, menthol taste which they did not like. For those who responded favorably to "The Refreshest" copy, it was perceived to mean "the ultimate in taste, like a good drink."

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The in oin h othesis that the new creative for SALEM is more a ealin and relevant to oun er adult inner cit Blac smokers than is the current "Refreshest" campaign seems to be correct or__two of t e campa gns - "Smokin "' and "Fresh On The Scene." The strength of the "Smokin'" campaign was in the visuals, particularly the "Heroes" and "Percy's Palace" executions. The strength and appeal.of these executions was a result of the way the models portrayed these Black smokers in a positive situation with which they could relate - when one dresses up, goes out on the town, and has a good time. The models were dressed fashionable, the way people they admire would dress, but not too far out of their reach. There was action and color In the visuals which appeared to enhance respondents' positive emotional reaction to these executions. They also liked one way the male model had "center stage" and was in charge with his girl (female model) on his arm. The strength of the "Fresh on the Scene" campaign was in the copy. The language in this copy was very relevant and carried both a product and user message. It meant the SALEM product would be new and different. It communicated that the user was cool, sexy, up-to-date/contemporary and had the "right" attitude. The "scene" could be anywhere. However, respondents reacted most favorably to the club scene portrayed in the "Smokin at Heroes/Percy's Palace" visual. The majority of the executions in the new creative communicated that SALEM is a brand for oun er adult Black smokers our in oin h ot es s. Since SALEM's user imagery among this group is negat ve (i.e. ol er females, primarily white) almost all the executions were able to communicate a younger adult Black smoker image - with some being more relevant than others as discussed above. These executions made them feel like SALEM was "younger, more with it." A few exceptions to this were the "Smokin at Bentley's" and "SALEM Into It" executions which communicated an older user image. The rou s' reaction was also consistent with our in oin h othesis that the new creative uses lan ua e that is relevant and excitin wit "Fresh on the Scene" by far the strongest copy as iscussed above. T e on y concern with this copy is that respondents are expecting SALEM to taste different, but better. If they discover the same light tasting, minty product, they may be disappointed since "Fresh on the Scene" promises something new. Other copy that was not as strong, but also liked by respondents included "Smokin at Heroes," "Word. Smooth" and "Fresh Like Lamont." All utilized language that was more relevant to these respondents because it was language they used. (A glossary of slanguage used by these target smokers is included in Attachment II.)

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E. "Reeeefreshest" None of the ingoing hypotheses were confirmed with this execution, "Reeeefreshest." Respondents' reactions to this execution was one of confusion. The message was unclear. Most did not understand why the models were jumping. Furthermore, they did not see how they could jump (or smoke cigarettes) underwater. This execution did communicate that SALEM would be cool, refreshing, minty, like a peppermint - reinforcing SALEM's already too minty perceptions. Many respondents, particularly the women, recognized Vanessa Williams as one of the models. This in turn elicited comments that she was "fresh looking and fresh dressing." F. "SALEM Into It" None of the ingoing hypotheses were confirmed by the majority of respondents with this execution, "SALEM Into It." Many respondents perceived this execution as boring and the models as older smokers. "Too posed. Studio picture. Album cover." "Vouldn't care what these guys are up to." Some female respondents reacted more favorably. They felt the guys in this execution were "nice looking and clean cut." "These guys are fresh. They got dollars." "They're into it." Other male and female respondents liked the copy, but not the visual. These smokers also suggested variations to the copy such as: "SALEM Get Into It." "Into It SALEM." "Into SALEM." G. "Breezin" The groups' reaction suggest our ingoing hypotheses were incorrect on the "Breezin" execution. Most respondents had a neutral reaction to the "Breezin" execution. It was not particularly relevant or exciting, "just OK." There was little being communicated to respondents by this execution -- mostly that breezin and skateboarding go together. Most respondents did, however, like the bright colors in this execution.

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ATTACHMENT I Chicago Clubs Attended Chicky Ricks The Copper Box The Taste (Known for female dancers) The Fantasy The Surf AKA Coconuts Riviera Heroes Bob's Place The Illusion ET's The Barricade The Southern Girl The Rose The Heads The Hummingbirds Sansabar Sandpipers The Ebony Room The New Box Set & Dial The Cotton Club Onyx Sweet Georgia Brown Tits

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"FRESH ON THE SCENE': (MAN AND WOMAN) I SURGEON GENERAL'S WARNING: QUITTING SMOKING NOW GREATLY REDUCES SERIOUS HEALTH RISKS

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