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  • The Rise and Fall of Youth Cigarette Brands

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    Julia Purpera
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    1) In the 1950s and 1960s, Lucky Strike, Camel, and Pall Mall were the top cigarette brands among youth. Marlboro gained popularity in the mid-1950s after being repositioned as a masculine brand. 2) By the 1970s and 1980s, Marlboro and Kool were the dominant youth brands, capturing over 50% of the youth market combined. Newport also increased in popularity during this period. 3) By 2000, Marlboro remained the top youth brand but had lost some market share to Newport, which captured over 20% of the youth market. Camel Filter and Winston also remained popular brands among youth.

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    Reference 24 Daniels Rise and Fall Presentation June 2002

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    1) In the 1950s and 1960s, Lucky Strike, Camel, and Pall Mall were the top cigarette brands among youth. Marlboro gained popularity in the mid-1950s after being repositioned as a masculine brand. 2) By the 1970s and 1980s, Marlboro and Kool were the dominant youth brands, capturing over 50% of the youth market combined. Newport also increased in popularity during this period. 3) By 2000, Marlboro remained the top youth brand but had lost some market share to Newport, which captured over 20% of the youth market. Camel Filter and Winston also remained popular brands among youth.

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    19 views30 pages

    The Rise and Fall of Youth Cigarette Brands

    Uploaded by

    Julia Purpera
    1) In the 1950s and 1960s, Lucky Strike, Camel, and Pall Mall were the top cigarette brands among youth. Marlboro gained popularity in the mid-1950s after being repositioned as a masculine brand. 2) By the 1970s and 1980s, Marlboro and Kool were the dominant youth brands, capturing over 50% of the youth market combined. Newport also increased in popularity during this period. 3) By 2000, Marlboro remained the top youth brand but had lost some market share to Newport, which captured over 20% of the youth market. Camel Filter and Winston also remained popular brands among youth.

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    of 30

    The rise and fall of youth

    cigarette brands

    Market Share - 1953 to 2000


    Advertising and marketing of
    youth brands
    1953 Top Brands Among Youth
    Roper Poll-Study of 15-17 year olds
    Lucky Strike 33% •Non-filtered
    Camel Brands 82% of top
    17% youth brands.

    Pall Mall
    12% Chesterfields
    11%

    Philip Morris
    9%

    Kent, Winston, Viceroy 1%


    Marlboro <1%

    Kool 1%
    Filter tipped brands were introduced
    during the 1950’s, several of which
    became popular with new smokers
    Winston
    Kool Filter Salem Newpo
    1952 1953 1954 rt
    1956

    1 1952 1953 1954 1955 1956 1957 1

    Kent New
    1952 Marlboro
    1954

    TMA Directory of Cigarette Brands – 1864-1988


    Top Selling Brands Among High
    School Students,1959
    Winsto
    n
    12%

    Kent 11%

    Pall Mall
    10%

    Camel
    8% Lucky
    Strike
    Marlboro Chesterfield 6%
    5% s 5% Salem
    5%

    Phili Viceroy Newport


    p 5% 4%
    Morr Kool
    is Filter
    2% 2%
    Television
    sponsored
    programming
    Phil
    Silversiubillies
    Beverly Hillbillies
    Art Linkletter
    Lawman

    1959
    Leo Burnett hired to reposition Marlboro
    as a masculine cigarette. PM Executive VP
    touts the campaign as a “fresh
    youthful...approach.”

    1957
    1956

    1946
    Kent 1957 Kool 1958
    Top Selling Youth Brands, 1964
    Winsto
    n
    32%
    Marlboro
    10%

    Kool
    Filter 5%

    Newport
    1%

    Salem
    6%
    Kent ?

    RJR-517142426 - RJR 504446752


    Sports Promotions and TV
    advertising especially before 1964

    Promotions include the reaching a “Captive Audience”


    Sports Sponsorship
    Major League Baseball Sponsorship
    College Football Bowl Games
    Olympic games of 1960 and 1964
    NFL Athlete Endorsements
    Frank Gifford promotes
    Lucky Strike as the
    “brand to start with”

    1960 Sponsorships
    Winston display-1965
    TV Promotions target kids

    Flintstones Winston commercial– http:www.moderntv.com


    Maxwell Data and 1983 SOS

    Advertising Code
    SGR

    "Camel. Five Year Rolling Average Share.". 10 Sep 1985. Bates: 504446752-
    504446762. View on TDO: RJR/504446752-6762.
    Marlboro Country - 1963
    Top Brands Among Youth 1972
    Marlboro 42%

    Kool
    Filter
    Winston14%
    13%
    Salem 6%

    Viceroy 1% Kent Newport


    1% 1%

    Pall Mall
    <0.5%
    PM, Camel, Chesterfields,
    Lucky Strike-NA
    Maxwell Data and 1983 SOS

    Camel. Five Year Rolling Average Share.". 10 Sep 1985. Bates: 504446752-504446762. View on
    TDO: RJR/504446752-6762.
    Marlboro reds turn to gold

    1973
    1972
    Marlboro and Kool are the “in-
    brands” in 1975
    Marlboro 36%

    Kool 20%

    Winston 13%

    Salem 11%

    Newport
    4%
    Kool

    1972 Life-c ame16.11


    1976
    1975

    1973
    Maxwell Data and 1983 SOS

    Camel. Five Year Rolling Average Share.". 10 Sep 1985. Bates: 504446752-504446762. View on
    TDO: RJR/504446752-6762.
    Newport becomes Alive with
    Pleasure 1973

    1970
    1972 1975
    Maxwell Data and 1983 SOS

    Camel. Five Year Rolling Average Share.". 10 Sep 1985. Bates: 504446752-504446762. View on
    TDO: RJR/504446752-6762.
    Winston loses its focus

    1973

    1976
    Maxwell Data and 1983 SOS

    1960’s
    Camel. Five Year Rolling Average Share.". 10 Sep 1985. Bates: 504446752-504446762. View
    on TDO: RJR/504446752-6762.
    Top Selling Brands Among Youth
    Marlboro
    69%

    Newp 1989 12-17


    ort
    8% year olds
    Camel
    8%
    Winst
    on
    3%

    Salem 2%

    Kool 1%
    Tobacco’s search for the fountain
    of youth

    1985 1989
    Joe goes to college
    Tobacco’s 1990 Images
    1993
    1995

    1996
    1994

    1998
    1998
    Tobacco’s reach for the stars
    Philip Morris supplies cigarettes for movies:
    Blade Runner
    Grease II
    The Fan
    Mommy Dearest
    Who Framed Roger Rabbit
    Dream Team
    Superman
    Cigarette promotions appear in
    • Children’s games
    • Comic books
    • Video Games

    Super Monaco GP game

    Batman October 1992


    Richards et al. Tobacco Control 1996; 5:296
    Kool keeps trying

    Kool Sponsors 1998 HORDE Festival

    Be Kool Campaign 1997/1998


    Top Brands Among Youth - 2000
    Marlboro
    55%

    Newp
    ort
    21%

    Camel Filter
    10%
    Winst
    on
    3%

    Kool
    Filter
    MMWR 1994
    1%
    SAMHSA – Summary of Findings from the 2000 National
    Health Household Survey on Drug Abuse H13
    Salem

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