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To: EroA: rn I C 1 r N1UKK I J 1 Mi;UiKNUMA T tD .1N!TER-0FF'1 CE C0'RRESP04DEMCE - 100 Psrk Avenue, Mew Yiork, M6 Y. 10017' ~ Mr. Joseph F. Cnllman, 3rd • Ceorge Weissman Subject: • Industry Strategy No. 1i . . Date: December 23, 1969' CONFIDENTIAL believe any action should be taken on by the industry until: We have time, over the next several months, to think out thoroughly andd plan an industry strategy for the future. I say this because I don't .• 1. The new legislation is passed. 2. We have had an opportunity to establish a dialogue wi'th the . new F.T.C. Chairman. However, in looking to the future, one is reminded of Winston Churchill's admonition to know the past. What have we achieved in the past 15'years? 1. We are still in business and people wil'1 continue to smoke. Wee did not get the prohibition of the cyrlamates. 2. We bought time--in the past and for the future. 3. We have state preemption and at least a set of ground rules we can1wo k with. 4. We will still be able to continue advertising and promoting, - although not in the electronic media. As you know, this corncerns me, less than it does others, because I have seen the overseass experience. The above is on the plus side of the balance sheet. On the minus si'de, we have lost a consid'erable amount of confidence and credibility in government, scientific and public circles. We have even lost some amount of'confidence ar..ong,these circles and have incurred i morale m problem among our own employees and prospective employees to some degree. The credibility gap has been incurred because funda:nentally we have had nothing positive to offer. We were never able to use the obesity control or the psychological benefits. I'nstead, our answers for 15 years have been "not proven" or quoting favorable surveys which were in the minority of'so-called scientific reports. But eve the so-called favorable surveys always have some element which our enemies can turn against us, such as even the Twin Studies.

w Page Two ' December 23', 1969 CONFIDENPIAL I am not proposing that we abandon our stance, which I believe is based on truth and integrity and even more scientific truth than.our opponents use. I merely wish to point up the difficulties posed when a manufacturer moves against the avalanche of government and'do-gooders. As I noted in the first paragraph, we are entering into.an era where timing will be ofutmost importance. Let us be cautious and judiicious and see if we can accomplish the following: 1. Reduce the noise level of the attacks upon us. . Establish our industry's responsibility and credibility. I realize that the above may entail some legal risks, but they are far less than the continued alienation ofgovernment and public support. If you want to stretchia legal point, any ad we put'in is an invitation for people to smoke. 6. Test out programs on moderation and "smoking is an adult habit." 7. Let's not box our opponents in corners from which we cannot get out. 4. Make the appropriate and meaningful gestures of cooperation. 5. Establish the necessary dialogues. 3. Give evidence of our public responsibility. most vigorously. Iwouldn''t mind doingthis, if I thought we had a the Y.T.C. and just after legislation has passed to come out with a campaign that will force the government and our opponents to react It would be most unfortunate at the beginning ofWeinbergerts term at continues, and we can have no dialogues or cooperation,, then we can always use the kind of material we saw this morning. Let us think for a whi1~e about which way we are going andlet us consider the possibility oftrying a new approach. I am not sure it will work any more than the other approach will work. However, we will have tried! it. Ifit does work, we are in clover as have been the liquor and beer - people since 1912. If it dioesn't work and the noise level against us I know you will be getting many points of view on this matter and I ~ would appreciate the opportunity of further dliscussion whenlyou deem ~ it appropriate. 1 C11 Ge,Rrge Weissman ec: Messrs. J. Bowling, P. Smit