Document(s) 22 of 37

The critical importance of new young smokers

To continue to prosper, the tobacco industry needs new smokers to replace those who quit or die. Very few adults take up smoking, so new smokers must come from the ranks of teenagers and preteens. The industry vigorously denies targeting young people below the age of 18. Health groups and many politicians summarily dismiss industry denials.

Regardless of the intentions of tobacco companies, advertising has a tremendous affect on young people. Seeing tobacco ads everywhere may be the reason young people in many countries consistently overestimate the percentage of the population that smokes. In the United States, Camel cigarettes are widely promoted by a cartoon character, Joe Camel. A study found that Joe Camel was as recognizable to 6 year olds as Mickey Mouse: recognition ranged from 30% for 3 year olds to 91% for 6 year olds.^[176]

Tobacco companies have paid to have movie stars smoke certain brands in feature films. In Superman II, not only did Lois Lane smoke Marlboros, but Marlboro trucks and advertisements appeared in various scenes. Superman II was not a movie aimed at grandparents. In return for a US $500 000 fee, Sylvester Stallone agreed to use Brown and Williamson tobacco products in no less than five feature films, including Rambo and Rocky IV.[590]

In Canada, the trial to decide the constitutionality of the TPCA unearthed many details of the industry’s marketing practices. Records indicate that Imperial Tobacco regularly conducted large surveys that garnered detailed information from respondents as young as age 15. Marketing documents referred to the “youth” market, sometimes specifically referring to groups younger than 18.

Project 16

In 1977, Kwechansky Marketing Research conducted four focus groups for Imperial Tobacco, two in Peterborough, Ontario, and two in Toronto.^[343] The research was known as Project 16. Even though it was illegal in Ontario to sell cigarettes to people under 18 and even though the industry’s voluntary code prohibited advertising to those under 18, the participants in the study were exclusively 16 and 17 year old smokers. Two groups were boys, and two groups were girls. Observers from Imperial Tobacco watched the focus-group sessions on closed-circuit camera, as did observers from McKim Advertising and Spitzer, Mills & Bates, both firms that did work for Imperial. The purpose of the study, as outlined in the report “Project 16,” was quite direct:

Since how the beginning smoker feels today has implications for the future of the industry, it follows that a study of this area would be of much interest. Project 16 was designed to do exactly that — learn everything there was to learn about how smoking begins, how high school students feel about being smokers, and how they foresee their use of tobacco in the future.^{[343, p. 1]}

As part of the study, there were discussions about the merits and demerits of various brands of cigarettes, the rationale for brand selection, and the teenagers’ reactions to various tobacco advertisements. A Player’s ad featuring horses was perceived most often as the most teen-oriented cigarette ad, and as teen-oriented as any other ad. It depicted honesty, freedom and no one around to ‘hassle’ them. Besides, riding is something young people do, not parents.^{[343, p. 89]}

The summary of findings included the following:

There is no doubt that peer group influence is the single most important factor in the decision by an adolescent to smoke. . . .

While some enjoy their first cigarette (both taste and self-image), many are rewarded for their daring with nausea. This perceived failure spurs them on to try again, and not fail. . . .

Serious efforts to learn to smoke occur between ages 12 and 13 in most case [sic]. Playful experimentations, especially by children from smoking homes, can take place as early as 5 years of age, but most often around 7 or 8. . . .

Whether schools do or do not officially tolerate smoking, it occurs in any case, but consumption is probably greater in school [sic] where smoking is officially allowed.

During school hours, smoking is a social activity and a way to pass time. . . .

There is no question that the respondents believed that smoking is a hazard to health. . . .

However intriguing smoking was at 11, 12 or 13, by the age of 16 or 17 many regretted their use of cigarettes for health reasons and because they feel unable to stop smoking when they want to.

By the age of 16, any peer pressure to initiate others to smoking is gone. In fact, smokers openly bemoan the sight of 11 or 12 year olds that they see smoking, and in effect, the 16 year olds now act towards their juniors as their own parents act towards them. . . .

The health warning clause is perceived as an intrusion by government on individual rights, and a sham since governments make vast sums on tobacco tax, and alcohol, also perceived as dangerous, bears no warning clause.

The ‘avoid inhaling’ words are singled out for the strongest derision since smoking a cigarette in this way is seen as a waste and, in their word, ‘goofy’. ^{[343, pp.i–ii, iv–vii]}

Project Plus/Minus

In 1982, Kwechansky Marketing Research conducted Project Plus/Minus for Imperial Tobacco.^[344] The project’s purpose was to build upon Project 16. Six focus groups were held in Toronto: four groups of smokers (males 16–18 and 19–24; females 16–18 and 19–24) and two groups of ex-smokers (males 19–24; females 19–24).

The project had four objectives: to examine why young people smoke; to learn how smokers feel about their environment, especially about nonsmokers and ex-smokers, but also including their attitudes toward the health issue; to explore youth perceptions of light brands, including as “potential substitutes for quitting”;^{[344, p. 2]} and to “probe the area of quitting among both smokers and former smokers.^{[344, p. 2]}” The study highlights included the following:

Starters no longer disbelieve the dangers of smoking, but they almost universally assume these risks will not apply to themselves because they will not become addicted.

Once addiction does take place, it becomes necessary for the smoker to make peace with the accepted hazards. This is done by a wide range of rationalizations. . . .

The desire to quit seems to come earlier now than before, even prior to the end of high school. In fact, it often seems to take hold as soon as the recent starter admits to himself that he is hooked on smoking. However, the desire to quit, and actually carrying it out, are two quite different things, as the would-be quitter soon learns.^{[344, p. i]}

The top two motivations for quitting were sports and peer pressure. For those who succeeded in quitting, success came from internal resolve. As for the first brand chosen, the brand of peers “who set the smoking example will most often be the one initially adopted.”[344, p. 58]

“Starting”

One research study done for Imperial Tobacco had an extensive section, “Starting,” on why people began smoking.^[124] The study had 1 022 subjects of all ages, including a group in the 15–19 age category. The subjects were classified into four groups, “non-experimenters” (the 35% who said they had never tried tobacco), “experimenter/rejectors” (the 5% who tried tobacco but never took it up seriously), “never starters” (the 40% that constituted the first two groups), and “starters” (the remaining 60%).

The study was detailed. It looked at 16 personality traits, 15 lifestyle descriptions, various personal activities and interests, assorted attitudes to smoking and health issues, and the relationship of these characteristics to each group. Non-experimenters were asked why they had not started smoking:

Roughly equal numbers of about one in four point to a simple lack of desire to start, to health concerns, to social concerns (mainly pressure from family) and to physical reactions. In the latter area, problems with other people’s smoking are described, but also, as has been noted, some dabbling on their own behalf is evident among a few, who do not consider that ‘really experimenting’.^{[124, p. 10]}

For experimenter/rejectors,

while there was a high incidence of starting smoking among their peers when they decided to reject smoking, there was also a high level of pressure from within the home not to start. Peer pressure was not sufficient to encourage serious smoking. A major part of the reason for this was the physical reaction to the cigarette. Lack of physical tolerance is the major reason given for rejection of cigarettes. The products tried were just too harsh and irritating and caused symptoms Experimenter/Rejectors were not prepared to endure (unlike Starters).^{[124, p. 11]}

Other documents

In “Fiscal ’80 Media Plans,”^[293] Imperial outlines the target groups for 1980 for each of the company’s brands. Target groups were defined on the basis of demographic characteristics such as age, sex, and education. Some brands were targeted to smokers; others were targeted to both smokers and nonsmokers, despite industry claims that advertising is only directed to smokers. Imperial weighted the target groups and used these numbers (with the help of a computer) to select magazines in which to place targeted ads. Ads for certain brands were targeted to “men” and “women” aged 12–17. Sometimes, this age group was weighted more heavily than older age groups. The target groups for each brand are shown in Table 3.

An Imperial Tobacco document for the following year, “Fiscal ’81 National Media Plans,” contained a comparable target market strategy expressed in a similar format. For some brands, 12–17 year olds continued to be the most important and heavily weighted target group.^[295]

Table 3. Target groups for Imperial Tobacco brands, 1980.

Source: Imperial Tobacco.^[293]

Note: Language for advertising: E, English; F, French. Education: Grad. HS, graduated from high school.

The 1981 English Canada target market for Player’s Light was described in a different document as “young people under 35 years of age with particular emphasis on the under 20 year old age group, geographically weighted towards areas where Export ‘A’ is biggest and weakening.”^{[306, p. 41]} Creative guidelines for this target market emphasized somewhat the “under-20-year-old group in its imagery reflection of lifestyle (activities) tastes”; at the same time, Imperial was being “cautious in terms of alienating the older end of the total group.”^{[306, p. 42]} For Player’s Filter, creative guidelines stated that activities depicted in ads

should not require undue physical exertion. They should not be representative of an elitist’s sport nor should they be seen as a physical conditioner. . . . The activity shown should be one which is practiced by young people 16 to 20 years old or one that these people can reasonably aspire to in the near future.^{[296, p. 1]}

In 1970, an Imperial Tobacco document said, “Young smokers represent the major opportunity group for the cigarette industry, we should therefore determine their attitude to smoking and health and how this might change over time.”^{[292, p. 11]} By 1981, Imperial Tobacco’s market share for people under 20 was about 68%, far higher than the company’s overall market share of about 45%.^[224] In 1988, another company document, “Overall Market Conditions — F88,” included these comments:

If the last ten years have taught us anything, it is that the industry is dominated by the companies who respond most effectively to the needs of younger smokers. Our efforts on these brands will remain on maintaining their relevance to smokers in these younger groups in spite of the share performance they may develop among older smokers [emphasis as in original].^{[304, p. 6]}

By 1995, Imperial’s cigarette market share had risen to 67%. Clearly, the attraction of young people to Imperial Tobacco’s brands has been a major contributor to the company’s market-share growth.

Other research studied young people. Project Huron examined the appeal of a flavoured cigarette targeted primarily at males aged 15–25.^[478] “Youth Target 1987,”^[127] a general study with a custom component done for RJR – Macdonald, provided an in-depth examination of smoking among the young. Conducted by The Creative Research Group, the study covered 1 022 subjects aged 15–24. Before the study began, RJR – Macdonald wrote to the research firm to request that the report deal with the 18–24 age group, since “our industry does not market its products to those aged under 18.”^[620] Nevertheless, the report dealt with the entire 15–24 age group. At around the same time, The Creative Research Group was preparing a report for Imperial Tobacco that analyzed research from respondents as young as 15.

The following excerpts from various documents further demonstrate the significance of the youth market to the industry:

Advertising Implications

Export should continue to appeal to younter [sic] males who

• Are sports oriented;
• Drink beer;
• Enjoy popular music;
• Are most comfortable in bluejeans and T-shirts, etc.

However, to maintain our current franchise and attract lapsed users and Players smokers, Export’s masculine, rugged image needs to be placed in a more social/socially acceptable context communicating that it’s alright to smoke, especially Export.

— McCann – Erickson Advertising of Canada Ltd, “RJR – Macdonald Inc. Brand Family and Smokers Segmentation Study (‘85): Key Findings and Communications Implications,” prepared for RJR – Macdonald Inc., 1986^{[391, p. 695]}

• It is hypothesized that very young starter smokers choose Export ‘A’ because it provides them with an instant badge of masculinity, appeals to their rebellious nature and establishes their position amongst their peers. As they mature, they gain more confidence through experience (move from the educational environment into the workforce), acquire other symbols of their masculinity (cars, clothing, etc.) and strive for social and peer group acceptance.
• It is at this transition point (ages 18–24) that Export ‘A’ is declining in its ability to hold the young adult males, as they go through the maturing process, due to its outdated, irrelevant image.

— RJR – Macdonald Inc., “Export Family Strategy Document,” 1982^{[493, p. 7299]}

F88 Overall Marketing Objectives

1. RE-ESTABLISH clear distinct images for ITL brands with particular emphasis on relevance to younger smokers. Shift resources substantially in favour of avenues that allow for the expression and reinforcement of these image characteristics [emphasis as in original]

— Imperial Tobacco Ltd, “Overall Market Conditions – F88,” circa 1987^{[304, p. 11]}

In order to move Player’s Light up on the masculinity dimension, we will continue throughout F’89 to feature creative which reflects freedom, independence and self-reliance in a relevant fashion for young males.

— Imperial Tobacco Ltd, “Player’s 1988”^{[305, p. 4]}

They [Québécois subjects] are sorry that they ever started smoking because it’s harmful but they feel somewhat trapped. They are constantly reminded of their lack of willpower. To defend themselves they tend to put on a jaunty air. They do this to save face because they would really like to quit and not appear to be slaves to their cigarettes. . . . Those who have tried to give up smoking have found the experience very painful. It made them realize that, although they thought they could quit easily, they have become slaves to their cigarettes.

— Kwechansky Marketing Research Inc., “Project Plus/Minus: Young People and Smoking, Behaviours and Attitudes [Quebec],” a study prepared for Imperial Tobacco Ltd, 1982^{[478, p. 18]}

Rationale

1. By younger modern smokers, we mean people ranging from starters of the smoking habit up to and through the seeking and setting of their independent adult lifestyle.
   Relevant lifestyle is the key to the brand’s positioning, and the youthful emphasis is a psychological not a chronological one.
2. At a younger age, taste requirements and satisfaction in a cigarette are thought to play a secondary role to the social requirements. Therefore, taste, until a certain nicotine dependence has been developed, is somewhat less important than other things. — Spitzer, Mills & Bates, “The Player’s Family: A Working Paper,” prepared for Imperial Tobacco Ltd, 1977^{[554, p. 14]}

In the West, and particularly B.C., the brand [Player’s] has a special role for young people starting the smoking habit.

— Spitzer, Mills & Bates, “The Player’s Family: A Working Paper,” prepared for Imperial Tobacco Ltd, 1977^{[554, p. 17]}

New, Non-traditional Media

We have frequently discussed the problems that our media-restricted, C.T.M.C.-controlled environment cause in terms of effectively communicating with smokers, especially young smokers. This situation will likely get worse in the future. . . .

What we are talking about is having our imagery reach those difficult to reach, non-reading young people that frequent malls in an impactful, involving first-class way that makes them, us, mall managers, etc. happy [emphasis as in original].

— Imperial Tobacco Ltd, document entitled “Strictly Confidential,”

circa 1984[303, p. 10]

A 1973 R.J. Reynolds document from the United States is also telling. The document, a memorandum written by Claude E. Teague, Jr, then the company’s Assistant Director of Research and Development, said that “realistically, if our Company is to survive and prosper, over the long term we must get our share of the youth market,” defined as “the approximately twenty-one year old and under group.”^{[584, p. 1]} Teague wrote that imagery starts people smoking, and “physical effects” keep them smoking:

For the pre-smoker and ‘learner’ the physical effects of smoking are largely unknown, unneeded, or actually quite unpleasant or awkward. The expected or derived psychological effects are largely responsible for influencing the pre-smoker to try smoking, and provide sufficient motivation during the ‘learning’ period to keep the ‘learner’ going, despite the physical unpleasantness and awkwardness of the period.

In contrast, once the ‘learning’ period is over, the physical effects become of overriding importance and desirability to the confirmed smoker, and the psychological effects, except the tension relieving effect, largely wane in importance or disappear.^{[584, p. 2]}

The memorandum recommends that in a new cigarette for the youth market the “rate of absorption of nicotine should be kept low by holding pH (acidity) down, probably below 6” and that “the smoke should be as bland as possible” because “the beginning smoker and inhaler has a low tolerance for smoke irritation.”^{[584, p. 4]} Teague recommended that the marketing department review current high school history books to find a good brand name and image theme. The memorandum recommended the following imagery characteristics for a product:

a new brand aimed at the young smoker must somehow become the ‘in’ brand and its promotion should emphasize togetherness, belonging and group acceptance, while at the same time emphasizing individuality and ‘doing ones own thing’.^{[584, p. 6]}

These documents reveal much about tobacco-industry ethics. Even though industry research showed that teens start young and became addicted, the industry continued to direct advertising to teens. This evidence makes the case for a legislated ban on all advertising and promotion all the more compelling. With comprehensive advertising restrictions in place, the industry would no longer be able to continue its documented behaviour.

Document(s) 22 of 37