Reference 24 Daniels Rise and Fall Presentation June 2002

8/8/2019 Reference 24 Daniels Rise and Fall Presentation June 2002

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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%


Kool Filter 5%Kool Filter 5%

Salem 6%Salem 6%


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%


Kool Filter Kool Filter 14%14%

Salem 6%Salem 6%

Kent Kent 1%1%

Newport 1%Newport 1%

Pall Mall


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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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N ewport becomes Alive withPleasure 1973

1972

1970

1975


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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%


Salem 2%Salem 2%


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%


Salem

Documents

Reference 24 Daniels Rise and Fall Presentation June 2002