Tobacco Documents Online

i .*a KEY ISSUE 4 SOCIAL ACCEPTABILITY Brand Marketing_Strategies 1. Develop and execute advertising campaigns which show people in smoking related social situations that heighten the social acceptability of smoking. • The new VANTAGE "Pleasures" campaign which focuses on smoking in social situations. • The new WINSTON and SALEM campaigns which include smoking in social situations. 2. Continue to capitalize on Special Events activities which reinforce smoking in public, highly visible environments, and provide excellent political/thought leadership contacts to combat anti-smoking activists. 3. Increase emphasis on local promotional activity which includes community involvement and a strong social orientation (such as SALEM Summer Street Scenes) and thereby enhance the social acceptability of smoking. ~

KEY ISSUE 4 SOCIAL ACCEPTABILITY Marketing Development Strategies 1. Identify, define, and monitor consumers' attitudes and beliefs regarding the social acceptability of smoking through ongoing consumcr wants research. • Accomplish through existing ongoing research programs. 2. Provide Market Research input on how restrictive smoking issues affect consumer attitudes and behavior. • Conduct post-wave of the Nebraska Study to gauge the effect of anti-smoking regulations. • Conduct. a review of industry commissioned research. 3. Develop a research program which will improve knowledge of how policies relative to private sector activities and passive smoking issues may affect consumer attitudes toward the Tobacco Industry or toward smoking. • Assist Public Affairs in conducting Phase 2 of Employee Communications Research. • Define Public Affairs issues to determine where MDD can assist in development of PA strategies and programs. 4. Address social acceptability as the highest priority consumer issue in new brand devc.lopment. • A..tive brand development projects, GS and CC focus on social acceptability benefits. • Further technological exploratory will be conducted to identify other means of providing social acceptability benefits. ~ ~ ~ ~

KEY ISSUE 4 SOCIAL ACCEPTABILITY Sales Department Strategies 1. Utilize Sales Management's knowledge of and familiarity with key business leaders, particularly in the retail and whole- sale trade, to enlist support for the tobacco industry consistent with legal guidelines. ?.. Working in conjunction with Public Affairs, continue an ongoing communication system directed to Field Management. • Minimize the potential negative impact of anti- smoking activities on retail and wholesale community by providing accurate and timely information regard- ing trends in anti-smoking activity, pending legislation in specific localities, assessment of potential impact and auggested courses of action. 3. Develop internal programs directed at our Sales Representa- tives which will better equip them to deal with anti-tobacco attitudes and reaffirm the industry's and Company's future. e Suggested guidelines/responses for handling anti- smokers' criticism/abuse. • Reaffirmation of the Company's commitment to leadership and growth. a Perspective on career opportunities for R. J. Reynolds employees. 4. Continue support and participation in the Tobacco Action Network (TAN).

KEY ISSUE 4 SOCIAL ACCEPTABIhTTY Research and Development Strategies 1. Collect and disseminate scientific information on smoking/ health issues. • Effective conformation storage and retrieval syslems. • Assessment of the validity and relevance of published data used in the smoking/health controversy. • Assessment of the sincerity, objectivity, and candor of individuals and organizations with opinions on the smoking/health controversy; identify those sympathetic, or at least unbiased, towards the industry point of view. • Assessment of the scope, relevance, and caliber of smoking/health research by outside scientists. 2. Provide critiques or evaluations required by management or outside legal counsel on issues in the smoking/health subject area. • Position papers. • Input to product development. • Input to legal. 3. Develop new tobacco products which address key aspects of social acceptability. • Improved '.aste with lowest T/N/CO numbers. • Reduced side stream. • Low gas phase. 0 i i