Dakota are a brand of cigarettes introduced by R.J. Reynolds Tobacco (RJR) in 1990. Their marketing was targeted towards young blue-collar "virile females", in an attempt to displace the Marlboro brand[1] without diluting Reynolds' dominant Camel brand's appeal to males[2]. After test-marketing in Houston, Phoenix, and Nashville[3] didn't yield the desired results, the brand was withdrawn. A lit cigarette will burn to ash from one end. ... Reynolds American Inc. ... 1990 (MCMXC) was a common year starting on Monday of the Gregorian calendar. ... Marlboro logo Marlboro is a brand of cigarette made by Altria. ... Camel is a brand of cigarettes introduced by U.S. company R.J. Reynolds Tobacco (RJR) in 1913. ...
Prior to the marketing campaign, its details were leaked to the Washington Post[4]. In spite of the manufacturer's denial to have specifically targeted young females, this revelation sparked widespread discussion of targeted advertising in general in the media.[5][6]
References
^ Reynolds R. J., Project VF Recommended Next Steps, Memo, 1989, http://legacy.library.ucsf.edu/tid/jon54d00
^ Philip Morris. "930000 - 970000 Philip Morris U.S.A. R&D Strategic Plan". 19920302/R. Bates: 2021522925-2021523041, page 32. http://tobaccodocuments.org/landman/2021522925-3041.htm
^ The Washington Post, "New Ad Target: 'Virile Female.'", February 17 1990
^ Radio, TV Reports Inc. "Targeted Advertising and Other Cigarette-Related Issues". 22 Feb 1990. Bates: TIMN 389544-389561 http://tobaccodocuments.org/youth/AmCgTOI19900222.Tr1.html
^ Radio, TV Reports Inc. "High Cost of Smoking/Brennan Dawson Interview". 20 Feb 1990. Bates: TIMN 341401-341404. http://tobaccodocuments.org/youth/AmSgTOI19900220.Tr.html
External Links
Sizzling Hot Dakota Ethics
Dakota Advertisement at the Roswell Park Cancer Institute
Feeds |
Contact