reference 24 daniels rise and fall presentation june 2002
TRANSCRIPT
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The rise and fall of youth
cigarette brands
Market Share - 1953 to 2000Advertising and marketing of youth brands
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1953 Top Brands Among YouthRoper Poll-Study of 15 - 17 year olds
Camel 17%
Kent, Winston, Marlboro
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F ilter tipped brands were introduced during the 1950 s, several of which
became popular with new smokers
1950 1951 1952 1953 1954 1955 1956 1957 1958 1959
Salem1954
Kool Filter 1953
Newport 1956
New Marlboro
1954
Winston1952
Kent 1952
TMA Directory of Cigarette Brands 1864-1988
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Top Selling Brands Among HighSchool Students, 1959
WinstonWinston
12%12%
Kent 11%Kent 11%
Pall Mall Pall Mall 10%10%
Camel 8%Camel 8%Lucky Lucky Strike 6%Strike 6%
Marlboro 5%Marlboro 5%
PhilipPhilipMorrisMorris
2%2%
Chesterfields 5%Chesterfields 5%SalemSalem5%5%
Newport Newport 4%4%
Kool Kool Filter 2%Filter 2%
Viceroy Viceroy 5%5%
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T elevision sponsored programmingPhil SilversiubilliesBeverly Hillbillies Art Linkletter Lawman
1959
1958 1955
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L eo Burnett hired to reposition Marlboroas a masculine cigarette. PM Executive VP
touts the campaign as a freshyouthful...approach.
1946
1956
1957
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Kool 1958 Kent 1957
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RJR -517142426 - RJR 504446752
WinstonWinston32%32%
Marlboro 10%Marlboro 10%
Kool Filter 5%Kool Filter 5%
Salem 6%Salem 6%
Newport Newport 1%1%
Kent ?
Top Selling Youth Brands, 1964
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Sports Promotions and TV advertising especially before 1964
Promotions include the reaching a Captive AudienceSports Sponsorship
Major League Baseball SponsorshipCollege Football Bowl GamesOlympic games of 1960 and 1964NFL Athlete Endorsements
Frank Gifford promotesLucky Strike as the
brand to start with
1960 SponsorshipsWinston display-1965
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TV Promotions target kids
Flintstones Winston commercial http:www.moderntv.com
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Maxwell Data and 19 8 3 SOS
Advertising CodeSGR
" Camel. Five Year R olling Average Share. " . 10 Sep 1985. Bates: 504446752-504446762. View on TDO: RJR /504446752-6762 .
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Marlboro Country - 1963
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Top Brands Among Youth 197 2
Winston 13%Winston 13%
Marlboro 42%Marlboro 42%
Kool Filter Kool Filter 14%14%
Salem 6%Salem 6%
Kent Kent 1%1%
Newport 1%Newport 1%
Pall Mall
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Maxwell Data and 19 8 3 SOS
Camel. Five Year R olling Average Share. " . 10 Sep 1985. Bates: 504446752-504446762. View onTDO: RJR /504446752-6762 .
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Marlboro reds turn to gold
1973
1979
1972
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Marlboro and Kool are the in- brands in 1975
Winston 13%
Marlboro 36%
Kool 20%
Salem 11%
Newport 4%
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Kool
1972 Life-c ame16.11
1975
1973
1976
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Maxwell Data and 19 8 3 SOS
Camel. Five Year R olling Average Share. " . 10 Sep 1985. Bates: 504446752-504446762. View onTDO: RJR /504446752-6762 .
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N ewport becomes Alive withPleasure 1973
1972
1970
1975
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Maxwell Data and 19 8 3 SOS
Camel. Five Year R olling Average Share. " . 10 Sep 1985. Bates: 504446752-504446762. View onTDO: RJR /504446752-6762 .
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W inston loses its focus
1973
1976
1976
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1960s1960s
Maxwell Data and 19 8 3 SOS Maxwell Data and 19 8 3 SOS
Camel. Five Year R olling Average Share. " . 10 Sep 1985. Bates: 504446752-504446762. Viewon TDO: RJR /504446752-6762 .
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Top Selling Brands Among Youth
WinstonWinston3%3%
Marlboro 69%Marlboro 69%
Salem 2%Salem 2%
Newport Newport 8%8%
Kool 1%Kool 1%
Camel 8%Camel 8%
1989 12 1989 12--17 year olds17 year olds
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Tobacco s search for the fountainof youth
1985
1988
1989
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Joe oes t o college
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Tobacco s 1990 Images
19931993
19941994
19981998
19961996
19951995
19981998
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Tobacco s reach for the starsPh ili orris s li es ci ga r ett es f or ov ies:
lade R err ea se II
T h e anMommy Dea r estW h o r amed R oge r R abb it
Dr eam T eamSupe r man
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C iga r ett e p r omo ti on s appea r i nC h ild r ens game sC om ic book s
Vi deo ame s
R ichards et al. Tobacco Control 1996; 5:296
Super Monaco GP game
Batman October 1992
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Kool keeps trying
K ool Sponsors 1998 HO R DE FestivalK ool Sponsors 1998 HO R DE Festival
Be K ool Campaign 1997 /1998
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Top Brands Among Youth - 2 000
MMW R 1994SAMHSA Summary of Findings from the 2000 NationalHealth Household Survey on Drug Abuse H13
WinstonWinston3%3%
Marlboro 55%Marlboro 55%
Salem