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UNFILTERED
A revealing look
at today’s tobacco
industry
Presented by [Add Your Name Here]
This report was prepared by…
Pop Quiz
Question: Imagine that you are a major
consumer products industry that is
prohibited by law from advertising in
traditional ways. How do you continue to
reach customers?
Pop Quiz
A. Manipulate products to make them more addictive?
B. Redesign products/packaging to increase appeal?
C. Identify loopholes in laws and exploit them?
D. Positioning products as symbols of independence,
cultural identity and freedom?
E. Give away free samples and merchandise?
F. Fund community programs to distract attention from
your real business?
G. All of the above?
Pop Quiz
Answer: If you are the tobacco industry,
The answer is “G.”
By the Numbers
The tobacco
industry
We All Pay the Price
spends more
Here in Minnesota:
than $190
million in 634,000 adults still smoke.
Minnesota
every year to 28.4 percent of young adults (18-24) are tobacco users.
create new
85,000 middle and high school students smoke.
smokers and
hold on to More than 5,500 people die every year of diseases
those it caused by tobacco use.
already has
addicted. Tobacco use = more than $2 billion in health care costs.
What is Unfiltered?
A spotlight on a tobacco industry reinvented for the 21st Century.
*Unfiltered: A Revealing Look at Today’s Tobacco Industry is a project of ClearWay Minnesota.
What is Unfiltered?
Unfiltered makes tobacco industry’s role part of the discussion:
Reveal: new products, savvy marketing and image campaigns
Link: tobacco industry = tobacco use
Remind: public health priority
Highlight: tobacco costs too much
Create involvement: learn, look, talk, act
Unfiltered
Key Findings
The tobacco industry is resilient and creative in the face of public
health successes and despite public opinion against tobacco use.
The tobacco industry is actively working to counter health
messages and increase tobacco use.
The Rules May Change…
For the past
100 years, the … But the Game is the Same
tobacco
industry has Make tobacco use part of our cultural landscape.
focused on
five key Attract and retain customers through targeted marketing.
strategies,
Use public relations to counter laws, lawsuits and health
these remain
claims.
just as
effective Reinvent brands/products to adapt to a changing
today. landscape.
Look for markets outside the United States.
Cultural Integration
Cultural Integration
Tobacco use is a social phenomenon largely propelled by mass
media over the past century, led by tobacco industry professionals
who constantly change strategies to reach their goals.
They combine the resourcefulness of a profit-making industry with a
changing media and regulatory landscape to sell a product that
remains our greatest public health challenge. We will not remove
tobacco from our society unless we are willing to understand the
industry’s constantly changing tactics.
Dr. Tim Johnson, ABC News Medical Editor, August 2008
Cultural Integration
…Thank you for the
box of your products. Free tobacco distributed to
Everyone was soldiers during wars.
digging through the
box looking for their
favorite cigars and
dip. . . .
. . . I know you will
definitely have some
loyal customers from
our unit once we get
back to the States. Smoking as a symbol of
- An American women’s liberation and
serviceman in Iraq, independence.
writing to Swisher
International in 2005
Cultural Integration
Celebrity endorsements “Just What the
Doctor Ordered.’”
- L&M slogan
Doctors’ endorsements to
quell health concerns
“More Doctors
Smoke Camels”
- “R.J. Reynolds
slogan
Cultural Integration
I said, “What’s the Marlboro Man as a symbol
most masculine
symbol you can
of rugged independence.
think of?” And
right off the top of
his head, one of
these writers spoke
up and said a
cowboy. And I Tobacco products placed in
said, “That’s for movies, television shows
sure.” and video games.
- Advertising
executive Leo
Burnett, whose
agency created the
Marlboro Man
Target Marketing, PR and Innovation
Target Marketing
“Wherever Particular
In 2007, the
tobacco
industry
People Congregate”
spent $12.8 Tobacco companies are considered the most able
billion
marketing its marketers in the world, and for good reason:
products in Brilliant developers of symbols and slogans
the U.S. -
decades after Lots of $$$ to work with
it was barred
from placing
ads on TV.
Target Marketing
“Light and Women
Luscious,” “Now
Available in Equality
Stiletto" “For the
Most Fashion- Independence
Forward Woman” Beauty, fashion and
- Camel No. 9 glamour
slogans Weight control
Men
“Welcome to the
Brotherhood” Strong/powerful
Macho/rugged
- Skoal slogan
Sexually attractive
Target Marketing
Racial and Ethnic Populations We don’t smoke
that sh*t, we just
Culturally specific images sell it. We
Popular music reserve the right
to smoke for the
Lifestyle of affluent African young, the poor,
Americans the black and the
stupid.
- R.J. Reynolds
Gay, Lesbian, Bisexual and executive, 1992
Transgender (GLBT) Individuals
40-70 percent more likely to
smoke
Placement of ads in GLBT
publications
Target Marketing
Young People - targeting the
Movies With psychological needs of
Smoking, 2000-
adolescents
2009:
Popularity/peer acceptance
102 Dalmatians
Positive self-image
Agent Cody Banks 2
Appealing flavors/packaging
Curious George Pop culture (movies/games)
The Fantastic Mr. Fox
The Incredibles
Madagascar: Escape 2
Africa
The SpongeBob
SquarePants Movie
Public Relations
Corporate sponsorships In 1999, Philip
Support events and social causes to get Morris spent $100
community support million on a
Use charitable giving to ward off corporate image
regulations campaign to tout
its charitable
efforts – more than
Image Campaigns: the $75 million it
spent in actual
Keep America Beautiful
donations.
Operation Ranger
Philip Morris USA QuitAssist
Public Relations
Kids - The most important image
A dangerous
mixed message to campaign of all.
kids: Hundreds of millions to youth groups . . .
It’s wrong to smoke . . . by an industry committed to selling
cigarettes, but it’s addictive products to them.
OK to take money Why? The future of the tobacco industry
from the very depends on its ability to attract a generation
industry that is of new customers.
trying to addict
you.
Global Opportunism
International Markets—A New Frontier
[Philip Morris
International] stock The global marketplace = clean slate for
is going to be a methods outlawed in the U.S.
cash cow. People in
other countries New Products for Overseas Markets:
smoke like
chimneys. This Products tailored for cultural integration
company sells an
addictive product Global Impact
legally. The The WHO estimates more than 1 billion
dividends are high,
profits are deaths from tobacco in the 21st Century.
climbing. What’s
not to like?
The Motley Fool
investment website,
July 2009
Point-of-Sale and Innovation
Point-of-Sale
It’s strategically
important for Point-of-Sale Advertising and Promotion
manufacturers to 83 percent of marketing budget
hook smokers as Most spent on price promotions (BOGO, “buy-downs”)
early as possible.
Placement: child’s eye level, where teens shop,
The result: 80-90 low socioeconomic neighborhoods
percent of smokers
start before their
18th birthday.
Innovation
Tobacco
companies
“Join the Snus Revolution”
have more
than Recent developments have changed the game for tobacco
quadrupled marketers:
their
advertising/ Widespread knowledge of the dangers of cigarettes
promotional Record low smoking rates and less smoking in public
spending for places
smokeless Release of documents exposing tobacco industry
products, deceptions and knowledge of tobacco’s harms
from $77
million to
$354 million. The industry must rely on product innovation to attract
and retain tobacco users.
Innovation
Not Your Grandparents’ Cigarette
Studies have
shown that 17- Americans gradually turning away from
year-old smokers cigarettes
are three times as Industry adding sweet flavors to appeal to
likely to use younger palates
flavored cigarettes
as smokers over
the age of 25. “It Doesn’t Even Taste Like Tobacco”
Products have strong, sweet,
artificial flavors
Designed to appeal to “young
adults”
Innovation
“They’re Not Cigarettes” “[Smokeless
Cigar manufacturers take tobacco] is
advantage of FDA regulations by becoming more
promoting “little cigars” socially
acceptable.”
Snus and Orbs, Sticks and Strips - Dan Butler,
Smoking bans = whole new president of U.S.
Smokeless Tobacco
generation of tobacco products
Company, 2007
“Your flight just got canceled
friendly,” “ridiculously long
conference call friendly” “fancy
hotel friendly”
What can you do?
Action and Engagement
www.unfilteredmn.org
Website Activities:
View interactive
vignettes
Download the full
report and supporting
materials
Post comments and
share stories of tobacco
marketing
Upload photos of
tobacco marketing from
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Become a Facebook Fan
of We All Pay the Price
for Tobacco
Contributing Partners
The Association for Nonsmokers—Minnesota • Campaign for Tobacco-Free Kids
Clarity Coverdale Fury • Giebink Design • Grassroots Solutions
Himle Horner, Inc. • Minnesota Tobacco Document Depository
Richard Hurt, M.D., Mayo Clinic Nicotine Dependence Center • Julie Jensen
Office of Tobacco Prevention and Control of the Minnesota Department of Health
John Pickerill, Fredrikson & Byron • Public Health Law Center
Robert Wood Johnson Foundation • Start Noticing Coalition • Sofia and Alison Stumpf
Trinkets & Trash • Tunheim Partners • Olivia Wackowski
QUESTIONS?
