Tobacco Documents Online

February 24, 1983 To: t. W. Perry, Jr. From: C. L. Sharp Subject: Ethnic Market Opportunity - SOPHISTICATED LADIES The purpose of this memorandum is to provide you with my•point of view relative to an RJR brand sponsoring the national touring company of Sophisticated Ladies. Two very strong negatives significantly outweigh the single strong positive that I have identified relative to the subject opportunity. Therefore, I do not recommend that we pursue sponsorship of Sophisticated Ladies. Background You may be aware that.So histicated Ladies is a show set in Harlem during the . periQ.d..of ,ahe:' M~3r.lem,Renaiss.ance. _ 1920.`.s.. „, Tbe,..fo.rmat, Qf. the_ sho~v is a. musi.c,al .... ' . with an all-Black cast exclusively featuring the music of Duke Ellingto`n. Note, the musical piece "Sophisticated Lady" is one of Ellington's most famous pieces. As further background, we have previously sought to sponsor another Broadway musical with an all-Black cast, Dreamgirls. This sponsorship was never consummated for reasons that are now irrelevant. However, it should be under- stood that the Dreamgirls sponsorship represented the following opportunities that are currently not present in the Sophisticated Ladies sponsorship. • Dreamgirls was primarily a product publicity program. The publicity angle was that-Black groups in New York had spoken out against'the show though it is a show about Black people and performed by-Black people. How- ever, most Blacks -i-n New York would never see the show because the - ad_mission price is approximately $40,-and the show i"s being performed - not in Harlem but on Broadway._ With the-SALENI brand being considered as the sponsor, the opportuhity w-as=thus..."SALEM Brings Dreamgirls -to Harlem." We would have sponsored the performance of the show in the Harlem community (open-air stage) and no charge for admission-. Sophisticated Ladies does not present a product publicity opportunity. • Dreamgirls had a very mass appeal because the major song in the show was #1 on the Soul. Music charts. Therefore, the show enjoyed high visibility among the masses of people. The major song from the show was being heard on radio,and the record was a best seller as a single. Sophisticated Ladies does not offer the same benefit since Ellington music is not current and popular. -4 _J u ~

Ethnic Market Oppor.tun.ity.- SOPHISTICATED LADIES Page 2 February 24, 1983 Discussion The positive and negatives related to this opportunity are discussed below. NEGATIVES Inconsistent with Brands' Imagery The show is a look backward at a time when Black people in Harlem were consi- dered to be doing well. Therefore, the show does not reinforce SALEM's younger-adult, casual and fun-loving image nor WINSTON's masculine and quality product imagery. While the show is consistent with MORE's ima ery (i.e., females), the show's audience will be mixed (males and females}g. Attendees Primarily General Market The show is likely to be performed in General Market Theaters and not theaters within the Black market. Therefore, the show is very likely to attract a General Market audience. Moreover, most Black theater goers are likely to be upper..class and.thus.;miss.in.g the mainstre.a.m Q.f Black people in the lower , and midd'Ie class.es. . . . i . • _ . _ . _ - . ` .. • . . . ' . ' ' . . r" . . r. _ , . a. . . - . . . ., .. .. . . . . .. ~;- , , . POSITIVE Brand Exposure for BRIGHT Brand Since the show is likely to have a relatively wide range of appeal, it might represent an opportunity for BRIGHT as a new brand that needs to build brand awareness. Therefore, brand exposure with the opportunity for trial is important to the BRIGHT brand. Summar While sponsorship of Sophisticated Ladies does 'not likely represent an ethnic market'opportunity,-there may be an opportunity for BRIGHT in the General Market. - _ Cliff, I would be glad to discuss this matter further with you and/or George (see his memo attached). L. Sharp ndl Attachment