Ryan, Frank J.
Just as many smokers are under the impression that "light" cigarettes are "healthier" form them than full-flavor cigarettes, many smokers also mistakenly believe that slim and ultraslim cigarettes are healthier for them. This Philip Morris (PM) memo shows how cigarette companies use these types of mistaken notions to sell cigarettes.
In 1987, Philip Morris evaluated consumer reaction to a new, ultraslim cigarette brand introduced by Brown & Williamson called "Capri." Ultraslim products are targeted at women.
In this 9-page report, Frank Ryan (a Senior Scientist at Philip Morris) explains that the results of consumer testing of Capri revealed that many female smokers they spoke to were under the impression that Capri cigarettes had extra health advantages over other cigarettes because they were very small. Ryan states,
"Overriding the perception of its stylishness is an impression that this cigarette has potential health advantages because there is so much less tobacco being consumed. For many of the women, the idea that they would be 'getting less' was a huge advantage. As one woman put it, 'It's so tiny, and it's so skinny, that I would obviously be smoking less tobacco."
Ryan adds,
"Remember that most smokers have little real notion of their own brand's tar and nicotine numbers...Perception is more important than reality, and in this case the perception is of reduced tobacco consumption. It would be easy to substantiate such a claim..."