Table 2 Tobacco industry documents discussed

October 1976 NFO Data – quitting/switching and smoker profiles [31]

1977

RJR report on quitting rates of low tar cigarette smokers

“NOW and CARLTON are not encouraging smokers to quit at an accelerated rate. There are no differences in quitting rates between ultra low ‘tar’ brands and other low ‘tar’ brands…We believe smoker retention rates will improve for NOW as it becomes more established and as we educate more smokers to the ‘lowest’ benefit of NOW, thus giving them a reason to stay with NOW.”

Attitudes towards smoking and health [32]

1978

Summary of smokers’ attitudes toward the tar, nicotine and health issue found in B&W collection

“The only smokers who could be considered to have finally and unequivocally rejected Low Tar cigarettes were all younger (under 25) men. At this age the idea of death or serious illness seemed unreal…But these smokers would age and would quite soon reach the stage in life when the health issue began to provoke anxiety.”

Philip Morris, USA marketing Research Department report on “quitters” [33]

1980

Internal PM memo presenting research findings on smokers’ responses toward quitting

“Low-tar smokers (and Ultra-lows) say they’ll quit more than smokers in general, but actually they quit less, especially Ultra-lows.”

Summary of Marlboro “low tar” in-depth interviews [34]

1980

Summary of market research presented by Leo Burnett Advertising to PM on consumer perceptions of a low tar Marlboro product

“In general, younger people are not as concerned about their health. Conversely[,] older individuals who had begun to take health issue more seriously appeared more favorable toward the ‘low tar’ concept.”

An exploratory study – mature smokers [35]

1987

Market research report presented to Lorillard Tobacco Company on how to effectively market to mature smokers, while focusing on product use, purchasing behavior and lifestyle changes

“Even though the term ‘low tar’ is being used here, it should be pointed out that almost none of the respondents know the specific tar count of the brands they smoke or of those they try. Instead, they say they ‘go by’ designations on the package (or in advertising), such as ‘low tar’ or ‘light.’

The NOW brand: recommended field marketing approaches for Americans aged 50+ [36]

1991

Market research report presented to RJ Reynolds (RJR) by Segmented Marketing Services, Inc (SMSi) on strategies and tactics to develop marketing activities for older Americans

“The rapidly growing size and increasing disposable income of older Americans makes this segment a prime target for many products and services.”

NOW cigarettes and the 50+ consumer [37]

1991

Market research report on consumers aged 50+ conducted by Wave, Inc for RJR

Shown as an example of market research on older smokers conducted by outside consultants

Philip Morris USA Seniors Project [38]

1992

A Philip Morris (PM) report on capturing senior smokers from competitive brands through direct mail

Shown as an example of market research on older smokers

CARLTON age profile [39]

1994

Internal American Tobacco Company memo discussing which age group would smoke low tar cigarettes

“America is Graying and the 50+ segment is growing rapidly…they’re entering the CARLTON Zone…As smokers age, they tend to migrate to Ultra Low Tar.”

Baby boomer analysis [40]

1995

Internal Brown and Williamson (B&W) memo discussing the data on the demographics of aging “baby boomers”

Shown as an example of industry interest in the aging baby boomer market

CARLTON bond direct mail [41]

Date Undisclosed

Description of B&W direct mail program

“Smokers collect UPC’s to earn the $50 Bond. In essence, we have locked up our smokers for a full 8-10 weeks. Most vulnerable outswitchers get the Bond for 8 carton UPC’s. All other smokers …10 carton UPC’s. Start of New Year is a vulnerable time for smokers…when they might reconsider their brand choice.”