Marlboro Man Talk 9-25-07 (Updated)

8/8/2019 Marlboro Man Talk 9-25-07 (Updated)

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The Marlboro story























It hasn’t always been smooth sailing…



U.S. Surgeon General,Luther Terry, M.D.

1964 - The Surgeon General releases the firstU.S. gov’t report linking cigarettes to lung cancer



1964



Things that were talked about then…

• Require a warning on every pack• Ban cigarette advertising• Ban sales to minors• Disclose information about tar and nicotine• Treble or quadruple the federal excise tax• Support programs to help people quit• Long-term nationwide program of education• Earmark cigarette taxes to pay for programs



January 29, 1964Philip Morris Corporate Officers

George Weissman to Joseph F Cullman III

“. . . We must in the near futureprovide some answers which willgive smokers a psychologicalcrutch and a self-rationale tocontinue smoking .



Give consumers some hope…



Carlton debuted on 5January 1964, 5 daysbefore the announcedrelease of the SGR

• at 2.7mg Tar, it was

by far the lowest Tarcigarette on the market

• at the time, theaverage was over20mg

A cigarette that is low in ‘tar’ and nicotine—yet high in smoking

pleasure.

some novel design solutions to calmworried smokers…

1964



The art and science of marketing



What is marketing??

• means to make a communication about a productor service a purpose of which is to encouragerecipients of the communication to purchase or

use the product or service.• the process of planning and executing the

conception, pricing, promotion and distribution of ideas, goods and services to satisfy customers.

• The techniques used to attract and persuadeconsumers.



In the beginning…

Product marketingfocused on sellingwhat could be massproduced, offeringconsumers littlechoice, butcheapness – one

size fits all… hopeyou like black

Henry Ford and the Model T



Modern marketers have …

inverted this approachby putting theconsumer first anddesigning productsthat would meet their wants and desires,thus revolutionizingthe way products areproduced and sold



The key to marketing is to knowyour target audience and to shape

your product and productadvertising to meet their needs,

wants, and desires



4’Ps of Marketing

• Product – What are you selling?

• Price – What does your product (idea) cost?

• Placement – How is your product distributed?

• Promotion – How do you communicate information about the

product to your target audience



Marketing research

• the process of systematically gathering,analyzing and interpreting data pertainingto the company's market, customers andcompetitors, with the goal of improvingmarketing decisions.



• focus of market research is identifying atarget audience and assessing their…

– Needs – Wants – Expectations

– Satisfactions and dissatisfactions



The tobacco documents haverevealed that nothing in the

marketing of tobacco productshas been left to chance by the

tobacco industry



Cigarettes makers have been

masters of consumer marketing



Start with the basicsStart with the basicsThe Four “P’s” The Four “P’s”

• Product

• Promotion

•Placement

•Pricing

http://tobaccodocuments.org/pollay_ads/Marl18.04.html?ocr_position=hide_ocr



Know your target audience



Target group #1:

The worried well



Reassure smokers



1950 Epidemiologic EvidenceRichard Doll & A. Bradford Hill

(British Medical Journal UK)

Smoking and Carcinoma of the Lung;Preliminary Report

“In other words, it must beconcluded that there is a realassociation between carcinoma

of the lung and smoking.We therefore conclude thatsmoking is a factor, and animportant factor, in theproduction of carcinoma of thelung.”

Sound the alarm



Ernst L. Wynder and Evarts A. Graham

( JAMA USA)Tobacco Smoking as a PossibleEtiologic Factor in Bronchogenic

Carcinoma

“An elaborate, careful study of 687 lung cancer victims andmore than 700 ‘controls’ revealscigarettes to be “ an importantfactor in the induction of bronchogenic carcinoma .”

1950 Epidemiologic Evidence

1953 Bi l i l E id



June, 1953

Ernst L. Wynder, Evarts A. Graham& Adele B. Croninger

Experimental Production of Carcinoma with Cigarette TarCancer Research 13:855-864

Of 81 tarred mice, 44 per cent developedhistologically proved carcinomas .

Of 62 mice alive at 12 months, 58 percent developed cancer .”

1953 Biological Evidence- Mouse Painting

O d t h t d d ?



0

20

40

60

80

100

1950 1960 2000

Unfiltered Filtered

Filters accountedfor 1% of cigsales in 1950,but increased to51% within 10years…

Our products cause cancer … what do we do?Put a filter on it!







1952 Kent Micronite Filter

“The Micronite Filter . . . made of apure, dust-free material that is so

safe , so effective it has been selectedto help filter the air in hospital operating

rooms.”





…

Manufacture a controversy!

•Dec 1953: Hill & Knowlton meets with Industry heads.•Heads confirm need for PR campaign which is positivein nature and is entirely “pro-cigarette”

•All agree that the major problem is to get theinformation out, instead of creating new research.

CTR MN 043113

http://www.hillandknowlton.com/global



1955 Timothy V. Hartnett,TIRC Chairman

Reassure the

Question: “Suppose the



Question: Suppose thetremendous amount of research going on…were to

reveal that there is a cancer-causing agent in cigarettes,what then?”

Dr. C.C. Little: “…it would bemade public immediately…andthen efforts would be taken toattempt to remove thatsubstance or substances.”

-Edward R. Murrow’s Second TV show on“Cigarettes and Lung Cancer” 06/07/55

Dr. Clarence Cook LittleTIRC/CTR Scientific Director

1954-1971

1971 Joseph Cullman Philip Morris1971 Joseph Cullman Philip Morris



1971 Joseph Cullman, Philip Morris1971 Joseph Cullman, Philip Morris Face the Nation

CEO, Chairman of the BoardCEO, Chairman of the Board Tobacco Institute - Executive Committee Chairman Tobacco Institute - Executive Committee ChairmanCouncil for Tobacco Research - Executive CommitteeCouncil for Tobacco Research - Executive Committee



1976 James C. Bowling1976 James C. BowlingPhilip Morris, Vice PresidentPhilip Morris, Vice President



Watch outfor the

applesauce

Helmut WakemanResearch Director atPhilip Morris, 1976

New products to meet consumer needs



New products to meet consumer needs…





Vent holes in Marlboro Lights and Marlboro Red(photographs courtesy of Lynn Kozlowski, PhD)



Filter ventilation

• Probably the most influential designfeature of the modern cigarette

• THE major way standard tar, nicotine, andcarbon monoxide yields are reduced

VENT HOLES

Testing Regimes using linear smoking machine:



g g g g

Routine analysis of tar, nicotine, and carbon monoxide (TNCO)

FTC/ISO smoking regime:35 ml puff volume,2 s puff, 60 s interval.

High tar

Low tar

Unused

Total particulate matter (TPM):“tar”, nicotine, and water.

In the FTC/ISO regime, the vent holes are exposed to the air, andtherefore allow the smoke to be diluted

Images courtesy CDC



Filter Cigarettes and Low Tar Cigarettes take over themarket



Target #2:

Let’s not forget the kids

Replacement Smokers











Product“ Realistically, if our Realistically, if our Company is to surviveCompany is to survive

and prosper…we must get and prosper…we must get our share of the youthour share of the youthmarket…this will requiremarket…this will require

new brands tailored to thenew brands tailored to the youth market” youth market”-Claude Teague, RJ Reynolds, 1973



“Contact leading firmsin terms of children’s

research…contact Sesame Street…contact

Gerber, Schwinn,Mattel…”

“Determine why these young people were not

becoming smokers.” ---- Brown & Williamson Tobacco Co.Brown & Williamson Tobacco Co.

April 27, 1977.April 27, 1977.



A 1974 report to R.J. Reynolds’ Board of A 1974 report to R.J. Reynolds’ Board of Directors illustrates the company’s concern withDirectors illustrates the company’s concern with

market shares among younger smokers definedmarket shares among younger smokers definedas those between theas those between the ages of 14 to 24 yearsages of 14 to 24 years ::

““ Thus, our strategy becomes clear for our Thus, our strategy becomes clear for our established brands:established brands:

1)1) Direct advertising appeal to the Direct advertising appeal to the younger smokers...” younger smokers...”

---R J Reynolds Tobacco Co. “1975 Marketing Plans---R J Reynolds Tobacco Co. “1975 Marketing PlansPresentation.” September 30, 1974.Presentation.” September 30, 1974.

A 1974 summary of aA 1974 summary of a



A 1974 summary of aA 1974 summary of ameeting held at RJR meeting held at RJR discussed cigarettesdiscussed cigarettes

designed for designed for beginning smokersbeginning smokers ,,noting that such anoting that such a

cigarette should be …cigarette should be …

““ low in irritation and low in irritation and possibly contain added possibly contain added flavors to make it flavors to make it

easier for those whoeasier for those whonever smoked before tonever smoked before toacquire the taste of it acquire the taste of it more quickly.”more quickly.”

-- “Conference report #23.” June 5, 1974. R.J. Reynolds

id tifi d th ifi

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identified the specificcharacteristics to be

used in developing newbrands tailored to theyouth market∗ Nicotine level of 1.0- 1.3

mg/cigarette;

∗ Nicotine absorption minimized

“by holding pH down”∗ Tar content of 12-14

mg/cigarette to achieve desiredtaste and "visible" smoke

* Bland smoke to address “lowtolerance for smoke irritation”of “beginning smoker[s] and

inhaler[s]”

* Suggests 100 mm "to facilitatelighting”

* “Reasonably firm" rod




Brown and Williamson reviewed newBrown and Williamson reviewed new

concepts for a "concepts for a " youth cigarette youth cigarette ""including cola flavor, apple flavor and aincluding cola flavor, apple flavor and a"" sweet flavor cigarette," sweet flavor cigarette," stating "stating " It's a It's a

well-known fact that teenagers like sweet well-known fact that teenagers like sweet products. Honey might be considered.” products. Honey might be considered.”

- 1972 Brown & Williamson memo- 1972 Brown & Williamson memo



“…use copy strategies which emphasize product positives to younger adult smokers. Connotationsof ‘weak’, ‘concerned’, or ‘low tar’, should beavoided and elements of ‘mild’, ‘smooth’, ‘rich’,‘smoking pleasure’ should be emphasized.”

In the mid-1980’s marketing executives at

RJR recommended that the company…

Camel's success among YASCamel's success among YAS



in the late 1980's followedin the late 1980's followedproduct design changesproduct design changes

affecting the brand'saffecting the brand's

smoothness and harshnesssmoothness and harshnessattributes, which coincidedattributes, which coincided

with introduction of thewith introduction of the"Smooth Character" (Joe"Smooth Character" (Joe

Camel) advertising campaign.Camel) advertising campaign.



Two key areas identified for improvement

were smoothness and sweetness delivery. Smoothness is an identifiedopportunity area for improvement versus

Marlboro, and sweetness can impart adifferent delivery taste dimension whichyounger adult smokers may be receptive to,as evidenced by their taste wants in otherproduct areas.

--Gemma, JL

“Results of MDM Committee Meeting- August 13, 1985”RJR Tobacco Company, August 16, 1985

Bates No.: 505520121 -0126

Good things come in small packages



g p g

Blue Plastic-like Cylinder Embedded in Filter (Non-smoked)

“Twist” - Camel Exotic Blends – R. J. Reynolds Tobacco Company



There is as much engineering in acigarette as there is

under the hood of your car.

Prominent Packaging





Smokeless on the rise

Sales of Smokeless Tobacco



Sales of Smokeless Tobacco United States, 1986-2001

$0.0$0.2$0.4$0.6$0.8$1.0$1.2$1.4$1.6$1.8$2.0

1986 1989 1992 1995 1998 2001

B i l l i o n s o f D o l l a r s

M oist snuff

Loose Leaf Chewing Tobacc

Source: FTC Report to Congress, 2003

Advertising and Promotional



gExpenditures for ST

United States, 1986-2001

$0

$50

$100

$150

$200

$250

1986 1989 1992 1995 1998 2001

M i l l i o n s o

f D o l l a r s

Moist snuff

Loose Leaf Chewing Tobacco

Source: FTC Report to Congress, 2001



Stock Analysts Betting on Smokeless Sector

Prevalence of Snuff Use Among Men by Age



Prevalence of Snuff Use Among Men, by AgeUnited States, 1970 and 2000

0

0.51

1.52

2.5

33.5

4

18-24 25-34 35-44 45-64 65+

Age

0

0.51

1.52

2.5

33.5

4

18-24 25-34 35-44 45-64 65+

Age

1970 2000

Source: 1970 and 2000 National Health Interview Surveys

Why Wall Street seesupside to spit tobacco –get’em while they’re young







• Industry documents don’t show muchevidence of bar promotions prior to1970’s

• After 1971 Federal BroadcastAdvertising Ban advertising spendingshifts – Sports marketing – events promotions (concerts, fashion, etc.)



Why bars?

•Brand sampling

•Targeted marketing

•Reinforcement of brand image

•Bar environment is “smoker friendly”



1978

REAL Disco – RJ Reynolds



REAL Disco – RJ ReynoldsPromotion

• Objective: – To provide young adult smokers the

opportunity to learn about and try RJRproducts in a favorable environment

• Measure the effect of different types of disco events on Real – Awareness, trial, and purchase



Why Discos?

Disco – Stayin’ Alive• Documents highlights the growth of

discos (dance clubs) which haveattracted their target group of 14-18years, 19-25 years and 20-30 years.

• Bar/club themes appear in popular movies – 1977 Saturday Night Fever – 1980 Urban Cowboy

"Newport Nights Disco Dance



p gContest Research". Jan 1978.

Two main elements:

1. A Dance Contest for Prizes;

2. Free samples of Newportcigarettes, T-shirts and lighters

Promotional concept tested in6 discotheques on LongIsland, NY

Results: Total usage of Newport doubled from pre to post wave (16% to 33%).

http://tobaccodocuments.org/pollay_ads/Newp08.07.html?ocr_position=hide_ocr




Camel Lights Bar Promotion, 1982

“On t he scheduled night, the Came l Lights Troop would arriveat bar s near college campus eswith o ne RJR employee and 2 to8 girls . The girls were eithe r stude nts or models from a lo calagenc y. On a couple of occa sions

the gi rls wore tight shorts an dCame l Lights T -shirts.”

Product Sampling

http://tobaccodocuments.org/pollay_ads/Came06.08a.html?ocr_position=hide_ocr












Product Sampling

“The girls handled the samplingand mostly used sample 4’s,

although 20’s were usedsometimes. The managers did notlike the 20’s since it took awayfrom their vending profits”

Fun and Games



Fun and Games

The games were “stupid” but effective…- Free T-shirt to the tallest man-Camel Lights visor to the shortest girl-Remove own shirt without taking off T-shirt-Chug a glass of beer the fastest won ashirt



lb



Marlboro Resort Program

• Promotional effortsthrough 8 bars inDaytona Beach andFt. Lauderdale

• Direct impact on100,000 young adults

• Results in impulsebuying through peer influence

Virginia Slims Legends Bar Night



Virginia Slims Legends Bar NightConcepts, 1994

• Generate names for data base

• Reinforce brandimage• Create trial

• Leverage the brandequity in tennis

Virginia Slims Legends Bar Night

http://tobaccodocuments.org/pollay_ads/Virg02.02.html?ocr_position=hide_ocr



Virginia Slims Legends Bar NightConcepts, 1994

“The top lifestyle indexfor single females 21-44 years of age is

fashion clothing,therefore the use of V-Wear incentives andsampler dressconsideration. Playingtennis ranks #4 onlifestyle index.”

http://tobaccodocuments.org/pollay_ads/Virg08.02.html?ocr_position=hide_ocr





“Marlboro has signed a two year agreement with the owner of Americas Original Sports Bar asan exclusive tobacco sponsor and

promoter in a chain of 8 largesports bars”



• Place Marlboro permanent signage inhigh impact locations

• Design Marlboro sports themed wall ineach club

• Provide bar Marlboro bar accessories

• Conduct special promotions aroundauto racing and adventure team themes

1998



1998

Buffalo, NY, 2003













D t b d k ti g



Data based marketing

• compiling, analyzing and using data heldabout customers in order to create better tailored, better timed offers that will

maximize customer value and loyalty.

Got mail…



Tailoring communications to the wants

and needs of consumers

Debit-Boro





Moscow, January 2007















Product Placement

Let’s go to a movie



Let s go to a movie…

Of the top 50 box office hits in2000, 66% featured tobacco use



Superman II October 18, 1979



No. 105No. 103

Point of sale marketing



Exterior Interior

Point of sale marketing

Get your drugs and your smokes



Get your drugs and your smokes…



Price isimportant

Higher taxes put thesqueeze on smoking



q g

http://tobaccodocuments.org/pollay_ads/Basi01.01.html?ocr_position=hide_ocr

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So how about some cheap smokes?

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http://tobaccodocuments.org/pollay_ads/Ches09.09.html?ocr_position=hide_ocr




…or some free stuff to mak e itseem like you r not s pendin g somuch cas h!!





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Adapt to changing circumstances…









STRATEGIC PLAN



STRATEGIC PLAN

• Image enhancement• Corporate alliances• FDA regulation• Pharmaceutical model• University partnerships•

USA complacency















Tobacco consumption isincreasing in the developingworld, especially in India andSE Asia and Eastern Europe

Where is the burden increasing thef 1990 2020?



fastest, 1990 to 2020?

India+1400%Middle

EasternCrescent+700%

India+1400%Middle

EasternCrescent+700%LatinAmerican

andCaribbean

+300%

India+1400%

India+1400%Middle


andCaribbean

+300%

Other Asiaand Islands

+250%India

+1400%MiddleEastern

Crescent+700%LatinAmerican

andCaribbean

+300%

Sub-Saharan

Africa+200%


+250%India

+1400%MiddleEastern

Crescent+700%LatinAmerican

andCaribbean

+300%

Sub-Saharan

Africa+200%


+250%

China+175%

India+1400%Middle


andCaribbean

+300%

Sub-Saharan

Africa+200%


+250%

China+175%

Formerly SocialistEconomies of Europe

+120%

India+1400%Middle


andCaribbean

+300%

Sub-Saharan

Africa+200%


+250%

China+175%

Formerly SocialistEconomies of Europe

+120%Established Market

Economies+18%



Why should the devil have all



Why should the devil have all

the best tunes?We can learn a lot about how

to become more successfulmarketing tobacco controlby understanding how

commercial marketers, likePhilip Morris have goneabout selling cigarettes





20 years ago….

smokers were told…



What theysay aboutnicotineaddiction

Treatment options for smokerswere pretty limited



were pretty limited…

Patch

Gum



20 years later, things have improved

Insurance

New programs, policies, and attitudes…

http://www.piperreport.com/archives/images/Cash%20in%20Rx%20Bottle.jpg



Practice guidelines

Provider Counseling

Network of Quit Lines

Tobacco industry credibilityOTC medications

Insurance

…and new efficacious medications

http://www.piperreport.com/archives/images/Cash%20in%20Rx%20Bottle.jpg



http://www.quitsmokinghope.com/images/chantix.jpg



…but, it is unclear if any of this hascontributed to increased quitting





Further complicating things is ablurring of the lines taking placebetween tobacco products and

cessation products

Weird smokes for the worried well…





Ariva

TobaccoLozenge:Not FDA-Approved

FDA-Approved

NRT

CVS,Washington,DC, Spring

2002



maybe we shouldstart by asking the

consumer what

they want …

Would “think seriously about stoppingsmoking in the next 6 months”



smoking in the next 6 monthsBecause of…

53

49

32

28

26

23

22

21

0 20 40 60 80

Free nicotine patches/gum

Win money by quitting

Pay taxes on reservation

Phone support lineGraphic TV ads

Graphic warnings on packs

Smoking ban at bars

Smoking ban at work



Call volume to the Quit Line in response to NewYork City Free patch Give Away Program



(>425,000 calls in 1 st 3-days!!!)

4 1 1 8 2

2 3 6 8 4 0

9 9 5 5 8

5 8 7 7

9 6 9

3 0 1 0

1 5 2 6

1 2 5 8

1 3 2 6

9 9 1

3 8 9

2 5 1

7 4 9

8 4 4

8 7 5

8 0 1

5 3 7 4

1 2 6 9

6 7 4

2 0 3 4

1 0 2 5

9 9 3

8 5 6

7 9 9

3 9 1

3 0 1

8 7 4

8 1 0

7 0 5

6 6 1

5 9 5

1 9 8 4

2 8 7

8 9 4

8 6 2

6 3 6

6 1 1

2 3 4 2

4 2 8

1 3 6 8

9 1 0

6 1 3

6 1 3

0

50000

100000

150000

200000

250000

4 / 2 / 0

3

4 / 9 / 0

3

4 / 1 6 / 0

3

4 / 2 3 / 0

3

4 / 3 0 / 0

3

5 / 7 / 0

3

5 / 1 4 / 0

3

Average weekly call volume to the Quitline Before,During, and After the Offer for Free NRT



Intervention Voucher for2-week supplyof NRT

1-Week supply of nicotinepatches

2-Week supply

of nicotinepatches

6-Weekssupply of nicotinepatches

Ratio of calls to theQuitline during the free

NRT program and4-weeks before theoffer

4.95 4.97 15.5 13.1

Ratio of calls to theQuitline during the freeNRT program and

4-weeks after the offer

4.39 3.82 9.13 13.4



A little bribery doesn’t hurt…



Background

A dozen Quit & Win contests conducted inNYS offering smokers a chance to win cash

Results•Several thousand smokers signed up to quit•Most were heavy smokers•>80% said they made a quit attempt•1/3 rd reported not smoking



Anticipate new and improved products…



…new product line-extensions to maketreatments more attractive for consumers….



designer patches Flavored gum Nicotine lipstick

Nicotine beer

…how about a national quit brand?

http://www.emediawire.com/prfiles/2005/07/21/264326/BUF04.jpg



…new initiatives that will impacttobacco use behaviors



New practiceguidelinesdue out in 2008

FDA regulation of tobacco products

+



Find out what people think….

Problems in risk perceptionGeneral rule:



General rule:People don’t always perceive risk correctly

Differences in …..

Awareness of a a riskBelief that the risk is real

Acceptance that one is at risk



Largegraphicwarningsnow are

mandated byover a dozencountries













Put it all together









Test your communications

Study comparing two mailings to prompt calls to the Quitline



DreadEvery cigarette yousmoke does your body



smoke does your bodydamage



Personal testimonials work well

Victim identified



test new ways to make quitting assistanceaccessible to tobacco users…



www.Bobquits.com

Come up with clever ways topromote the product to consumers



Call 1-800-QUIT NOWfor help to stop smoking

Calls to the New Zealand Quit Line increased by 16% when

th b i t d k

Cold call studyRandom sample of

http://www.broadband-phone-service.biz/broadband-phone.jpg

http://www.vikingmagiccompany.com/ama/med/ice_cold_fusion3.jpg



• 41% said YES• Females 2x more

likely than males toaccept offer

• No other differences

Random sample of 121 smokers calledand asked…

“The Quit Line provides a free starter kit of nicotine patchesand counseling.Would you like me totransfer you ?”



Broaden the target audience

Tobacco control is more thansmoking cessation



Reframe the problem so it issimple for people to understand





Pablo Escobar



Narco-Terrorist

Osama bin Laden



Religious-Terrorist

Philip Morris



Tobacco-Terrorist







Civil Rights





Be prepared to fight for whatyou believe…

John Banzhaf Action on smoking or health



Think about ways to speed up



the diffusion process?

FASTER, FASTER, FASTER!!!Need to disseminate policies more quickly.



• In the 20 th century, smoking causedti t d 100 illi d th



an estimated 100 million deathsworldwide.

• In the 21 st century, if current usagepatterns persist, smoking will causeapproximately 1 billion deaths

Potential of Policies to Flatten the Curve

520

Estimated cumulative tobacco deaths1950-2050 Impact of policies



190

340

500

070

220

520

300

400

500

2025 205020001950

100

200

Year

Tobaccodeaths(millions)

World Bank. Curbing the epidemic: Governments and the economics of tobacco control. World Bank Publications, 1999. p80.

p p

depends on twofactors:

– Intervention date

– Effect size

Make use of communications channels(pictures speak louder than words)

90

100 "Have you noticed information that talks about thedangers of smoking or encourages quitting "



88%

65% 64%

56%

39%33%

25%

11%0

10

20

30

40

50

60

70

80

90

TV CigarettePacks

Print Poster Radio Leaflets Stores Internet

dangers of smoking or encourages quitting….

Y e s

( % )

CAN AUS UK US

84% 69% 56% 47%*

“Have you noticed information that talks about the dangers of smoking or encourages quitting on CIGARETTE PACKS?”







No. 105

Invest in research…

SpecialProjects

• Simple studies can anchor advocates indata



data – Consistent message – Anchored in science more credibility

• Can generate earned media• Push decision makers to face real data

instead of anecdotes

WWW.tobaccofreeair.org







Don’t forget about home…





ID#03 smoking room and non-smoking room, superimposed

1600

1800

smoking room non-smoking room

Start: 4/13/06

7:35pmEnd: 4/16/06

2:15pm



0

200

400

600

800

1000

1200

1400

Time

P M 2

. 5 l e v e

l

Started withwindow open,then closedwindow here

Smoked 10 cigarettes, thenwent to bed, day 1

Woke up day 2, openedwindow and startedsmoking (17 cigarettesfor day 2) before closingwindow and retiring tobed

Woke up day 3, openedwindow and smoked 7cigarettes in the daytime

Smoked 1 cigarette, then shutwindow and smoked 17 morecigarettes before retiring to bed

Went to bed, day 3

Woke up, openedwindow and smoked6 cigarettes, day 4

728 sq ft





Band together with your friends







Learn from those who are theearly adopters

Reported Smoking in Bars/Pubs—Last Visit

Smoke-free Ireland



0

20

40

60

80

100

Pre-Legislation

Post-Legislation

W e i g

h t e d % o f

R e s p o n

d e n

t s

U.K.

Ireland

Source: Fong et al. Tobacco Control 2005.

Conclusions:

1. The smoke-free law led to near-total

elimination of smoking in key publicvenues in Ireland (especially in pubs)

2. A very high proportion of U.K. workerscontinue to be exposed to tobacco

smoke

Record Drop in Consumption inNew York City



- Confluence of clean air, tax increase,media campaign, free NRT

- 11% consumption drop 1 year after NewYork City smoke-free law took effect

If the California and Massachusetts tobacco



1.45

1.131.00

0.0

0.5

1.0

1.5

2.0

HIGH:CA, Mass

MEDIUM:NY, NJ, Ore, WA

LOW:IA, NC, NM,

RelativeRisk

If the California and Massachusetts tobaccoControl programs were cigarette brandsthey would represent 6% of the market share(3 rd only to Marlboro and Newport)

Lung cancer incidencein California

73



55

57

59

61

63

65

67

69

71

1975 1980 1985 1990 1995 2000

A g e a d

j u s

t e d i n c

i d e n c e

( c a s e s

/ 1 0 0

, 0 0 0 / y e a r )

Anti-tobaccoprogram

14% reduction



A few Take Home Points



TobaccoControl islikeplumbing

Thetobacco

Tobacco Industry – 5Ps

•Promotions & advertising•Product placement•Price marketing



tobaccoindustryturns on

thefaucet

•Price marketing•Product manipulation•Political contributions

Tobacco Industry



Replacementsmokers(mainly teens)

flow intothe sink

NicotineTobacco Industry

•Health reassurance•Filters



addictionandmarketing

make it hardfor thosecaught

in thesink to getout alive

Nicotine Addiction

Filters•low T&N•PREPs

TobaccoControl



Plumbing(call roto-rooter)

Tobacco Control VaccineNicotine AddictionIncrease tobacco taxes

Smoke-free policiesComprehensive ad banPublic educationMeaningful product warningsCommon sense product regulationAccess to smoking cessation services

Some lessons learned…• We can learn a lot from business

– marketing principles and research



• Information matters, but is usually not enough – incentives, convenience, context, skills

• The world is always changing – anticipate and exploit new modalities for communicating (internet, textmessaging, direct mail)

• Small effects matter (market share) – reach vs. efficacy – short vs. long-term view

In the United States….



s



B a d N e w f o r

Big

We’re making progress…







The End