MARKITING NEWS

Consider the following facts about the tobacco industry:
- The industry has been found by a Federal judge to have manipulated the amount of nicotine delivered by its cigarettes to create and sustain addiction.1 At the same time, research indicates that nicotine is highly addictive.
- Research has shown that the tobacco industry “youth prevention” ads aimed at parents actually increased the likelihood that teens will smoke in the future
- Finally, according to the Federal Trade Commission, in 2005 the industry spent nearly 36 million dollars each day marketing its products in the U.S. alone.

The latest truth® campaign aims to shine a light on some of these activities and satirically point out some of the “hidden positives” associated with tobacco.

The “Sunny Side of truth®” television ads unfold in a way reminiscent of previous truth® ads – with young people on the streets doing real truth® stunts like gathering in front of tobacco industry headquarters buildings. But then the spots continue in a saccharin sweet, yet super-sarcastic fashion. When the young people consider a tobacco fact and the “sunny side” of Big Tobacco, a live singin’-and-dancin’ musical number breaks out. Despite the musical diversion, the ads remain gritty, real, and true to the campaign, delivering a strong anti-tobacco message or illuminating facts about tobacco.

In reality, there is no sunny side to the issue of tobacco use in America; more than 400,000 Americans die each year from tobacco-related diseases, specifically 45,000 African-Americans have lost their lives to tobacco use. The tobacco industry continues to use questionable practices in promoting and marketing its products despite these recent morbidity statistics.

On August 17th, 2006, in the Department of Justice’s racketeering case against the major tobacco companies, a federal court found that the tobacco industry was guilty of more than 50 years of racketeering and fraud in promoting its deadly products. More recently, in the spring of 2007, one company – R.J. Reynolds – introduced a new product called Camel No. 9, which featured slick black and fuchsia packaging and was heavily advertised in many publications that reach millions of young women. Despite the female-friendly packaging and placement in leading women’s fashion magazines, the tobacco industry maintained that Camel No. 9s were not designed for young women. In November 2007, R.J. Reynolds announced that in 2008, it would not spend money on print advertising, including the Camel No. 9 campaign. However, the product continues to be sold on store shelves and R.J. Reynolds will continue to devote resources to promoting the brand through “bar nights” and other activities.

The “Sunny Side of truth®” campaign will roll out the week of January 22, 2008 and run through the end of October 2008. In addition to national television and online advertising, a grant from the Centers for Disease Control (CDC) will extend the campaign to smaller, rural markets that have high smoking rates and limited exposure to truth® ads. The CDC recently renewed a three-year $3.6 million matching grant that will allow for higher penetration of truth® ads in smaller television markets.

“With the Foundation continuing to face a decline in funding, our strategy is always to try and extend our resources as best we can while staying relevant with teens,” said Cheryl G. Healton, Dr. P.H., president and CEO of the American Legacy Foundation®. “Whether it’s by watching American Idol and High School Musical, or by tuning in to music on their I-Pods, we know this generation of teens is enthralled with singing and dancing. The ‘Sunny Side’ ads and their music, dancing, and animation are a terrific new approach for truth® to continue to engage teens and share important tobacco facts with them. ” Healton added that the campaign’s robust online presence – both through thetruth.com Web site and various truth® homepages on social networking sites, will also capitalize on music and animation to capture teens’ attention.