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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II]:.Advertising The advertising exposed in the focus groups can be found in Attachment III. A. "Smokin' at Heroes/Percy's Palace/Bentley's" The first campaign, "Smokin" seemed to fulfill three of the four ingoing hypotheses. Specifically that it: - Is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign. - Communicates that SALEM is a brand for younger adult Black smokers. - Is impactful and would be intrusive in the inner city Black environment. The Smokin' campaign had by far the strongest visuals. Virtually all respondents selected this campaign visual as their favorite. Their positive reactions to this campaign visual appeared to be a result of a number of factors. The visual portrayed a positive side of these respondents lives. It was when they dressed up (either casually or more formally) and went out to have fun. The dress was fashionable, enhanced their acceptability and self image, but it was not so expensive that it was unattainable/out of their reach. Some of the dress had brand name items they recognized and admired (i.e. Nike warm-up suit in the Heroes' execution). "They have on leather and dark sunglasses -- that's in" "The guy's dress is right for disco" (i.e. Nike warm up suit) "Like guy and his lady out on the town, fashionable, attractive, for younger adult smokers." The models were perceived as attractive, young, and definitely Black. The male/female interaction portrayed was positive. The male was the primary figure, "center stage," in charge, while the attractive female was his date, "on his arm." The colors used in the executions were bright, upbeat, and there was action in the visuals.

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B. "Fresh On The Scene" There were four executions with the "Fresh On The Scene" copy - man and woman; one man tipping hat; two men close up; and three men clowning around. All four are provided in Attachment III. One of the "Fresh On The Scene" executions, "the man and woman" seemed to confirm all of the ingoing hypotheses. It was perceived as: More appealing and relevant to younger adult inner city Black smokers than is current "Refreshest" campaign. Communicating that SALEM is a brand for younger adult Black smokers. Using language that is relevant and exciting. Is impactful and would be intrusive in the inner city Black environment. The man and woman was the preferred visual primarily because they were perceived as a couple. The male only executions were disliked primarily because the models were not perceived as fresh. The man tipping his hat was felt to be a sailor. And the three men clowning around were perceived as upscale college guys. Unlike the "Smokin 'll campaign, the strength of this campaign and the favored male and female execution was solely in the copy line "Fresh On The Scene." This was definitely relevant language and communicated numerous positive messages - both product and user. "SALEM's fresh on the scene, a newer brand, a better brand." "SALEM's new on the scene." "It's with it." "Something new happening to SALEM." "Mean's SALEM's coming back more updated." "I'm here." "I'm with it." "I'm moving." The only concern with this copy is that respondents are expecting SALEM to be different and better. If they discover the same light tasting, minty product, they may be disappointed since "Fresh On The Scene" promises something new. The "scene" was perceived to be almost anywhere respondents wanted to be. In fact, the majority of respondents felt this copy line fit best on their favorite visual - "Smokin' at Heroes or Percy's Palace." The visuals used in "Fresh On The Scene" did not receive many positive comments. Most respondents did not like the visual treatment in these executions. It was perceived as: "Blury. Needs a better, clearer picture." "Looks like off a TV set that needs to be fine tuned." "A computer picture. Ugly." Additionally, there was no sense of place or "the scene" in these executions.

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"SMOKIN' AT PERCEY'S PALACE" URGEON GENERAL'S WARNING: QUITTING S ZL66 TTLOS

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ATTACHMENT III Advertising 1. "Smokin' At Heroes" 2. "Smokin' At Percy's Palace" 3. "Smokin' At Bentley's" 4. "Fresh On The Scene" (Man and Woman) 5. "Fresh On The Scene" (One Man Tipping Hat) 6. "Fresh On The Scene" (Tvo Men Close Up) 7. "Fresh On The Scene" (Three Men Clovning Around) 8. "Fresh Like Lamont" 9. "Fresh Like Eddie" 10. "Fresh Like Tyrone" 11. "Word. Smooth" 12. "Reeeefreshest" 13. "SALEM Into It" 14. "Breezin" 15. "Stepping Up" In Club Advertising/Posters 1. "City Breezin" Poster 2. "City Breezin" Mnemonic 3. "Fresh Frontin" Poster 4. "Fresh Frontin" Mnemonic

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C. "Fresh Like Lamont/Eddie/Tyrone" This campaign did not confirm any of the ingoing hypotheses except one. It did use "language that was relevant and somewhat exciting." Overall, most respondent's reacted negatively to this campaign. Their reactions were due solely to the visuals. The models were not perceived as "fresh." They needed to have better looks, clothes and a more stylish haircut. They were too average, too sloppy, too dovnscale and too close to everyday reality. "Dress Lamont up a little bit to be fresh." "He doesn't look too fresh. Looks like man who sits on corner with bottle." "He's not fresh. You're wasting fresh on somebody." "Not appealing. Need guy from 'Smokin' ad." "Has ghetto look about it." Fresh was perceived as a better looking man or woman who is better dressed and looks like they're in charge. Fresh dress included: A Nike warm-up suit A Leather jacket The Miami Vice look - a striped t-shirt and jacket Many respondents did like the copy but wanted a different visual. Many felt the "Fresh Like ..." copy would go well on the "Smokin"' visuals. D. "Word. Smooth" Like the "Fresh Like ..." campaign, this execution, "Word. Smooth" did not confirm any of the ingoing hypotheses except one. It did use "language that was relevant and somewhat exciting." The copy "Word. Smooth" or just "Word" received favorable reactions from most respondents. It was relevant language and most perceived the copy to mean ... "The word is SALEM" "That's straight" "Says SALEM is smooth" All respondents recognized the visual as the rap group Run D.M.C. Therefore, respondent's positive reactions to this execution may be attributable to their positive response/recognition of the popular Run D.M.C. rap group.

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ATTACHMENT II Younger Adult Inner City Black Smokers Slanguage Word/Phrase Strags Kool was "first big kick" Squares Straight Hang At A suit Word Fresh When you want to cool out He's cool/straight/strapped It's going on/it's on/that's happening You're a free agent He's on, sexy It ain't going on You're out of here I ain't the one Won't give him the play Cooling out Meaning Women (uncomplimentary) Kool used to be big popular brand Cigarettes Good, cool To hang out at some place A respected man, a person who has status Profound, heavy Image - Hip, with it, sexy, bad Product - cool, mint, light Have a good time A person you respect Something that's in Single or no date A very masculine person Nothing happening To leave Not someone's girlfriend To flirt Relaxing Physical Movement "Respondent" snapping fingers Me_ aning OK

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H. "Stepping Up" Our ingoing hypotheses were not confirmed with the "Stepping Up" execution. The majority of respondents perceived the copy "Stepping Up" to mean "Stepping up in life, in status" "Stepping up in the world, to a better brand" However, almost all respondents felt the male model was more of "a street operator, a thug, or gang-like" in his appearance. "Doesn't look like someone who is stepping up in life. Looks like a street operator." There were a number of reasons respondents felt the model was a thug. They included the gold chain jewelry, hat tilted to the side, sunglasses, and no smile. IV. In Club Advertising/Posters Two executions (and corresponding mnemonic) for in club advertising were shown in three of the six focus groups.. See Attachment IV. A. "City Breezin" 1. Poster Most respondents favored the "City Breezin" poster over the "Fresh Frontin" poster discussed below. They liked the fact that the poster was showing people having a good time in the city. Others felt it was promoting the city and responded favorably to the idea. "That's nice. Having good time." "Means promoting the city." Some respondents even perceived the poster to communicate a product message because "Breezin" meant coolness. 2. Mnemonic Almost all respondents liked the "City Breezin" mnemonic. They felt the skyline of city buildings fit well with the "City Breezin" copy. B. "Fresh Frontin" 1. Poster The majority of respondents did not like the "Fresh Frontin" poster. This was due to the negative meaning of the word "Frontin." "Frontin" was perceived to mean to mislead/misrepresent oneself/put up a front. Most felt "gangs" would like this poster. 2. Mnemonic As with the poster, most respondents did not like the "Fresh Frontin" mnemonic. Many felt the mnemonic looked like a logo for a gang.

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"SMOKIN' AT BENTLEYS" fiL66 ttLOS

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,.~....... .,. ~ lnitnn i^iAiv' Ciwiviv'iiv'V ~viv'a/j I SURGEON GENERAL'S WARNING: DUITTING SMOKING NOW GREATLY REDUCES SERIOUS HEALTH RISKS

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l SURGEON GENERAL'S WARNING: QUITTING SMOKING NOW GREATLY REDUCES SERIOUS HEALTH RISKS. 1

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