Synectics, Inc. 26 Church St. Cambridge, Mass. 02138
Produced by: LTC
Issues: nicotine manipulation, addiction, youth targeting, female targeting, admission
Affected Defendants: LOC, LOI, LTC
These are notes of a "Problem Laboratory" brainstorming session held in April of 1976, attended by Lorillard Tobacco Company advertising department employees. The group was encouraged to present goals and wishes in the form of "How To" and "I wish" statements. Participants were instructed tom come up all kinds of ideas, even ones that were non-feasible, illegal or immoral.
That is what makes this document so fascincating and insightful. With all need to appear decent and moral taken away, these cigarette company employees were able to expres their most true, sincere and ambitious wishes and desires for their products.
In Session #1 participants were asked to identify ways to give smokers more perceived value in their cigarettes. Ideas expressed by the group included #38: "How to have a cigarette with MJ [marijuana] added to it", #50: "How to make it so addictive: one cigarette and you've got him for life," #51: "How to have a cigarette specifically for children (sparkler additive candy)."
In Session #2, participants were asked to make a wish list for ways to convey more economic value to cigarettes. Responses for this included #1: "How to make butts a collector's item," #12: "Put a flower seed in each butt," #17: "How to get an AMA [American Medical Association] endorsement," #48: "How to provide timed release nicotine," and #53: "How to put something in filter that would be perceived as being physically healthful (e.g. baking soda - reduce odor of stale butts)."
The question posed in Session 3A was "How to get longer lasting satisfaction [from a cigarette]?" Responses included a "wish" for long-acting nicotine. Under that is a question about how to "prevent overdosing options." Responses included "Depend on getting sick to prevent O.D." and "Sell by presicription only."
Later wish-list items included "How to make cigarettes more like Linus' blanket," and "How to get physical characteristic that would make you feel it [smoking] was more a part of you and you, it." (Page 39), "How to dull the cough centers," "How to inhibit the formation of plaque," "How to make cigarette make everything taste rotten (appetite depressant),"How to [use cigarettes to]deliver arthritic medicine," "How deliver birth control (for men)," "How to prevent pimples," "How to deliver a laxative," and, after all this, "How to get credible 3rd part endorsement." (pp42-43).