Anne Landman's Collection
Imagine A Five-Year Old Child, Who Will Be A Future Customer of Your Cigarettes in the Next Few Years.
Abstract
This is a letter to the president of R.J. Reynolds Tobacco Company from a market research firm proposing that RJR "tap into the next generation"of "future customers of your cigarettes" by creating a children's video advertising Camel products.
The letter says,
"Children love cartoons and these can be incorporated into the purchasing of cartons/packets of Camel cigarettes...The camel symbol can be transformed into a moving, talking animated cartoon for children. It can also include the actual footage of visiting live camels in the zoo and in their native environment. Children love to watch animals (repeateability) and this video can incorporate an education/entertainment theme. How often smokers are told, 'It is a bad example for children in our home to see you smoke.' Here is a positive way to enhance the image of R.J. Reynolds in the home--to engrain a positive image of the company to the children and non-smoker while linking the video to purchase of cigarettes."
As stated on the University of California San Francisco site (where the document is also posted), RJR can claim that they never used this document, but it does illustrate their knowledge of the power of cartoons in marketing to youngsters.
Fields
- Notes
The document can also be seen on the University of California at San Francisco Library web site (you'll need Adobe Acrobat Viewer):
- Quotes
December 9, 1988
Mr. Richard A. Kampe President R.J. Reynolds Tobacco Development Co. 401 N. Main Street Winston-Salem, NC 27102
Dear Mr. Kampe,
Imagine a five-year old child, who will be a future customer of your cigarettes in the next few years. How can your company begin to attract/tap into this next generation? As a creative strategic marketing company, Flanigan Enterprises has developed a concept that will be innovative, have a reputable advertising effect in the home, and be a new source of revenues for RJ Reynolds.
The young children of this country have a curious desire to be instantly entertained, educated and expand their horizons. The parents of these children (yuppies with discretionary incomes) want the best for their children and are willing to pay if quality and reliability are present. These parents place a premium on high-technology and modern advances to ensure their children are keeping pace with today's dynamic rapdily changing environment.
The concept is a simple one -- Flanigan Enterprises is proposing a children's video be made to advertise the Camel product. This can be done through a series of ful-cel animation (Disney style) videos directed towards the youth of today. Children love cartoons and these can be incorporated into the purchasing of cartons/packets of Camel cigarettes.
The camel symbol can be transformed into a moving, talking, animated cartoon for children. It can also include the actual footage of visiting live camels in the zoo and in their native environment. Children love to watch animals (repeatability) and this video can incorporate an education/environment theme. How often smokers are told, 'it is a bad example for children in our home to see you smoke.' Here is a positive way to enhance the image of R.J. Reynolds in the home -- to engrain a positive image of the company to the children of the non-smoker while linking the video to purchase of cigarettes...
- Company
- R.J. Reynolds Tobacco Co.
- Author
- Kormos, William J. - V.P. Marketing & Research, Flanigan Enterprises
- Recipient
- Kampe, Richard A., President, R.J. Reynolds Tobacco Company
- Region
- United States
- Litigation
- Used in Mangini
- Type
- Letter
- Subject
- children
- marketing
- smoking initiation
- advertising
- marketing
Document Images
