Unfiltered PowerPoint Presentation Template

UNFILTERE
D
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?


Pop Quiz

Answer: If you are the tobacco
industry,
The answer is “G.”


By the Numbers
The
tobacco
industry
spends
more than
$190 million
in
Minnesota
every year
to create
new
smokers
and hold
on to those

it already
has

We All Pay the Price
Here in Minnesota:


634,000 adults still smoke.



28.4 percent of young adults (18-24) are
tobacco users.



85,000 middle and high school students
smoke.



More than 5,500 people die every year of
diseases caused by tobacco use.



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
tobacco
industry
has
focused on
five key
strategies,
these
remain just
as
effective
today.

… But the Game is the

Same
Make tobacco use part of our cultural landscape.




Attract and retain customers through targeted
marketing.



Use public relations to counter laws, lawsuits
and health claims.



Reinvent brands/products to adapt to a
changing 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.
Everyone was
digging through the
box looking for their
favorite cigars and
dip. . . .



Free tobacco
distributed to
soldiers during wars.



Smoking as a symbol
of women’s liberation
and independence.

. . . I know you will
definitely have some
loyal customers from
our unit once we get
back to the States.
- An American
serviceman in
Iraq, 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
most masculine
symbol you can
think of?” And
right off the top of
his head, one of
these writers
spoke up and said
a cowboy. And I
said, “That’s for
sure.”
- Advertising
executive Leo
Burnett, whose
agency created
the Marlboro
Man



Marlboro Man as a
symbol of rugged
independence.



Tobacco products
placed in movies,
television shows and
video games.


Target Marketing, PR and
Innovation


Target Marketing
In 2007, the
tobacco
industry
spent $12.8
billion
marketing its
products in
the U.S. decades after
it was barred
from placing
ads on TV.

“Wherever Particular
People Congregate”


Tobacco companies are considered the most
able marketers in the world, and for good
reason:



Brilliant developers of symbols and slogans
Lots of $$$ to work with


Target Marketing
“Light and
Luscious,” “Now
Available in
Stiletto" “For the
Most FashionForward Woman”







- Camel No. 9
slogans





“Welcome to the
Brotherhood”
- Skoal slogan

Women
Equality
Independence
Beauty, fashion
and glamour
Weight control

Men





Strong/powerfu
l
Macho/rugged
Sexually
attractive


Target Marketing


Racial and Ethnic
Populations







Culturally specific
images
Popular music
Lifestyle of affluent
African Americans

Gay, Lesbian, Bisexual and
Transgender (GLBT)
Individuals




40-70 percent more
likely to smoke
Placement of ads in
GLBT publications

We don’t smoke
that sh*t, we

just sell it. We
reserve the right
to smoke for the
young, the poor,
the black and
the stupid.
- R.J.
Reynolds
executive,
1992


Target Marketing


Movies With
Smoking, 20002009:

Young People - targeting
the psychological needs of
adolescents


102 Dalmatians
Agent Cody Banks 2



Curious George



The Fantastic Mr. Fox
The Incredibles
Madagascar: Escape 2
Africa
The SpongeBob
SquarePants Movie



Popularity/peer
acceptance
Positive self-image
Appealing
flavors/packaging
Pop culture
(movies/games)


Public Relations


Corporate sponsorships






Support events and social
causes to get community
support
Use charitable giving to ward
off regulations

Image Campaigns:




Keep America Beautiful
Operation Ranger
Philip Morris USA QuitAssist

In 1999, Philip
Morris spent $100
million on a
corporate image
campaign to tout
its charitable
efforts – more
than the $75
million it spent in
actual donations.


Public Relations


A dangerous
mixed message to
kids:
It’s wrong to
smoke cigarettes,
but it’s OK to take
money from the
very industry that
is trying to addict
you.

Kids - The most important image

campaign of all.
 Hundreds of millions to youth
groups . . .
 . . . by an industry committed to
selling addictive products to them.
 Why? The future of the tobacco
industry depends on its ability to
attract a generation of new
customers.


Global Opportunism
[Philip Morris
International]
stock is going to be
a cash cow. People
in other countries

smoke like
chimneys. This
company sells an
addictive product
legally. The
dividends are high,
profits are
climbing. What’s
not to like?
The Motley Fool
investment
website, July
2009



International Markets—A New
Frontier




New Products for Overseas
Markets:




The global marketplace = clean
slate for methods outlawed in the

U.S.

Products tailored for cultural
integration

Global Impact


The WHO estimates more than 1
billion deaths from tobacco in the
21st Century.


Point-of-Sale and
Innovation