Unfiltered PowerPoint Presentation Template

Presented by [Add Your Name Here]UNFILTERE D A revealing look at today’s tobacco industry... A spotlight on a tobacco industry reinvented for the 21st CenturyE. *Unfiltered: A Revealin

Presented by [Add Your Name Here]

UNFILTERE

D

A revealing look at

today’s tobacco industry

This report was prepared by…

Pop Quiz

A Manipulate products to make them more

addictive?

B Redesign products/packaging to increase appeal?

C Identify loopholes in laws and exploit them?

D Positioning products as symbols of

independence, cultural identity and freedom?

E Give away free samples and merchandise?

F Fund community programs to distract attention from your real business?

G All of the above?

Pop Quiz

Answer: If you are the tobacco

industry, The answer is “G.”

Here in Minnesota:

 634,000 adults still smoke.

 28.4 percent of young adults (18-24) are

tobacco users.

 85,000 middle and high school students smoke.

 More than 5,500 people die every year of

diseases caused by tobacco use.

 Tobacco use = more than $2 billion in health

A spotlight on a tobacco industry reinvented for the

21st Century

What is Unfiltered?

*Unfiltered: A Revealing Look at Today’s Tobacco Industry is a project of

ClearWay Minnesota.

Unfiltered makes tobacco industry’s role part of the discussion:

Reveal: new products, savvy marketing and image

campaigns

 Link: tobacco industry = tobacco use

 Remind: public health priority

 Highlight: tobacco costs too much

 Create involvement: learn, look, talk, act

What is Unfiltered?

The tobacco industry is resilient and creative in the

face of public health successes and despite public

opinion against tobacco use

Key Findings

Unfiltered

The tobacco industry is actively working to counter

health messages and increase tobacco use

The Rules May Change…

 Make tobacco use part of our cultural landscape

 Attract and retain customers through targeted marketing

 Use public relations to counter laws,

lawsuits and health claims

 Reinvent brands/products to adapt to a

Cultural Integration

Tobacco use is a social phenomenon largely propelled

by mass media over the past century, led by tobacco industry professionals who constantly change

strategies to reach their goals

They combine the resourcefulness of a profit-making industry with a changing media and regulatory

landscape to sell a product that remains our greatest public health challenge We will not remove tobacco from our society unless we are willing to understand the industry’s constantly changing tactics

Dr Tim Johnson, ABC News Medical Editor, August

2008

Cultural Integration

 Free tobacco distributed to soldiers during wars

 Smoking as a symbol

of women’s liberation and independence

…Thank you for

the box of your

products

Everyone was

digging through

the box looking

for their favorite

our unit once we

get back to the

s”

- “R.J Reynolds slogan

Cultural Integration

 Marlboro Man as a symbol of rugged independence

 Tobacco products placed in movies, television shows and video games

I said, “What’s

the most

masculine

symbol you can

think of?” And

right off the

top of his head,

Target Marketing, PR and Innovation

 Tobacco companies are considered the most able marketers in the world, and for good reason:

 Brilliant developers of symbols and slogans

 Lots of $$$ to work with

Target Marketing

 Racial and Ethnic Populations

 Culturally specific images

smoke for the young, the poor, the black and the stupid.

- R.J

Reynolds executive, 1992

Target Marketing

 Young People - targeting the psychological needs of adolescents

 Popularity/peer acceptance

 Positive self-image

 Appealing flavors/packaging

 Pop culture (movies/games)

Public Relations

 Corporate sponsorships

 Support events and social

causes to get community

$100 million

on a corporate image

campaign to tout its

charitable efforts – more than the $75 million it

spent in actual donations

 Why? The future of the tobacco industry depends on its ability to attract a generation of new

 New Products for Overseas Markets:

 Products tailored for cultural integration

 Global Impact

 The WHO estimates more than 1 billion deaths from tobacco in the 21st Century.

Point-of-Sale and Innovation

 Point-of-Sale Advertising and Promotion

 83 percent of marketing budget

 Most spent on price promotions (BOGO,

“buy-downs”)

 Placement: child’s eye level, where teens shop, low socioeconomic

neighborhoods

 Recent developments have changed the game for tobacco marketers:

 Widespread knowledge of the dangers of cigarettes

 Record low smoking rates and less smoking in public places

 Release of documents exposing tobacco industry deceptions and knowledge of tobacco’s harms

 The industry must rely on product innovation

to attract and retain tobacco users.

 Not Your Grandparents’ Cigarette

 Americans gradually turning away from cigarettes

 Industry adding sweet flavors to appeal to younger palates

 “They’re Not Cigarettes”

 Cigar manufacturers take

 “Your flight just got canceled

friendly,” “ridiculously long

conference call friendly”

“fancy hotel friendly”

“[Smokeless tobacco] is becoming more socially acceptable.”

- Dan Butler, president of U.S Smokeless Tobacco

Company, 2007

What can you do?

Action and Engagement

Fan of We All Pay

the Price for Tobacco

Contributing Partners

The Association for Nonsmokers—Minnesota • Campaign for Tobacco-Free Kids

Clarity Coverdale Fury • Giebink Design • Grassroots Solutions Himle Horner, Inc • Minnesota Tobacco Document Depository Richard Hurt, M.D., Mayo Clinic Nicotine Dependence Center • Julie Jensen

Office of Tobacco Prevention and Control of the Minnesota Department of Health

John Pickerill, Fredrikson & Byron • Public Health Law Center Robert Wood Johnson Foundation • Start Noticing Coalition • Sofia and Alison Stumpf

Trinkets & Trash • Tunheim Partners • Olivia Wackowski

Questions?