a new brand of thinking on smokingbased on thetruth® campaign

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Anti Tabacco Campaign

z strategic background

z brand architecture

z target

z evolution of the brand

z integration

z strategy

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+ 1,200 people die everyday from smoking-related disease

2,000 teenagers become regular smokers every day

80% of smokers start before the age of 18

The Tobacco Industry spends over $32MM a day marketing some of the strongest brands in the world – creating “friendly familiarity” with young people

The Facts – smoking USA

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Outbrand Big

Tobacco”Create a relevant brand to

give teens an alternative to cigarettes

THE challenge

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the top 20 brands in the WORLDSource: Martin Lindstrom & Millward Brown 2005

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Teen brands are tools for expression and identification.

I’m global

I’m unique

I’m an athlete

I’m connected

I’m cool I’m about the environment

Teen Brands

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Tobacco companies own

some of the most powerful

brands in the world.

Around 80% of teens smoke the most recognized brands

Teens and Tobacco

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Talked to thousands of teens

Analyzed the competition

Listened to the experts

…here’s what they learned:

What Truth did:

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Source: NYTS 2002

Demographics

Teens Who Have Ever Smoked

0%10%20%30%40%50%60%70%80%

6 7 8 9 10 11 12

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Rebel

Take Risks

Fit In

EXPRESSIONS OF CONTROL: “NEED STATES”

Be Independent

Self Expression

Feel Respected

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Index Open to

Smoking Teens

I like new experiences, breaking rules 155

I like to do things that are risky and dangerous 154

Standing up to adults is cool 141

Daydream about getting even 400

It’s OK to lie sometimes 157

These behaviours are all about CONTROL

v MINDSET: Sensation Seekers

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Smoking among Teenagers by Sensation Seeking Status

0%

10%

20%

30%

40%

50%

60%

4th-5th 6th-8th 9th-10th 11th-12th

Grade

Sm

okin

g P

reva

lenc

e

High

Low

Source: Porter Novelli/Youth Styles Study

The Target: Sensation Seekers

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Birth Teen Adult

No control Asserting Control Full Control

Control: A Universal truth About Growing Up

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for teens:

SMOKING

=

CONTROL

! Key Insight

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To compete with

tobacco,

truth must fulfill

the desire for control

as effectively as

the tobacco industry

has.

Strategy

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Anti-Smoking“Diz não”

“Pensa, Não fumes”“Tabaco mata”“Tabaco é feio”

Until now, the world has been upside-down...

Not Cool

RebelliousPreachy

AspirationalTobacco

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New BrandThe Future

Anti-Smoking“Diz não”

“Pensa, Não fumes”“Tabaco mata”“Tabaco é feio”

Not Cool

RebelliousPreachy

AspirationalTobacco

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2/3 of teensRemember ads for tobacco

2 times the % of adults

Teens especially remember ads by Philip Morris - Marlboro

Source: Campaign for Tobacco-Free Kids March 2002

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Expose the reality of the tobacco industry

Take teens’ need to rebel and point it at Big Tobacco

Relate to sensation-seeking teens on their own terms

New Approach

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Rational:

Honest facts and information that

expose the lies of Big Tobacco and

put teens in control

Emotional:

Rebellious Risky

Intelligent Empowering Independent

Tolerant

Brand essence

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8.5 million people live with illnesses linked to tobacco.

1/3 of young smokers will eventually die of illnesses relates to tobacco.

By the year 2020, it is estimated that tobacco will have killed worldwide 10

million people per year.

Every 8 seconds, someone in the world dies from an illness related to tobacco.

Every year, cigarettes leave 12,000 teens without a mother and 31,000 without a

father.

In the USA, tobacco kills more Americans than automobile accidents, homicide, Aids,

drugs and fires all put together.

Campaign evolution

Objective

Message

Reaction

Tobacco Industry sells a product that

kills. More then leaves and paper.

1st Phase

Industry & Product

Awareness

“WAKE UP &PASS IT ON”

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“REJECTION”

Industry Documents:In their own

words

2nd Phase

Convey Industry’s

Perspective

A president of a tobacco company said under oath that he believed that gummy bears were as addictive as

cigarettes.

In the past, big tobacco companies compared smoking addiction to M&Ms.

In 1985, a vice president of a tobacco company, talking about death derived from smoking explained: “People die

in their sleep, should we then prohibit them from sleeping??”

In 1984, a tobacco company tagged teen smokers as “substitute smokers.”

A tobacco company donated $125,000 of food to a charity and then spent $21 million communicating it. When you have a product that kills you really do need to work hard

on PR.

A tobacco company developed, behind closed doors, a cigarette called "Y1" which had 50% more nicotine.

How do babies avoid passive smoke? “At some stage they learn to crawl.” replied a tobacco executive in 1996

Objective

Message

Reaction

Campaign evolution

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“NEW NORMS”

What differentiates the

Industry. Connect hard facts to cold

reality

3rd Phase

QuestionFairness &

Pattern

Objective

Message

Reaction

Campaign evolution

Tobacco Industry sells a product that

kills. More then leaves and paper.

1st Phase

Industry & Product

Awareness

“WAKE UP &PASS IT ON”

“REJECTION”

Industry Documents:In their own

words

2nd Phase

Convey Industry’s

Perspective

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“KNOWLEDGE IS CONTROL”

Ask Questions, seek answers. A view from the

inside

4th Phase

Motivate questions

Objective

Message

Reaction

Campaign evolution

“NEW NORMS”

What differentiates the

Industry. Connect hard facts to cold

reality

3rd Phase

QuestionFairness &

Pattern

Tobacco Industry sells a product that

kills. More then leaves and paper.

1st Phase

Industry & Product

Awareness

“WAKE UP &PASS IT ON”

“REJECTION”

Industry Documents:In their own

words

2nd Phase

Convey Industry’s

Perspective

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What if adverts told the truth?

Creative

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Target

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“ Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.... If younger adults turn away from smoking, the

industry must decline, just as a population which does not give birth will eventually dwindle.”

R.J. Reynolds, 1984

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Tweens (8 – 12)• Paradox between being a kid

and being a teen

• Peer influence coming to its prime

To reach younger tweens (8-10), talk to their age group

For older tweens (11-12), aim for 14 y/o

College (18 – 22)• Independence is real… kind of• Their world is self-contained• Have money to spend but picky

about where to spend it

To reach college students, target college students

Young Independents (18 – 24)• Independence is real• Provide for themselves• Have money to spend

To reach young independents, target 24 y/o

To reach 13-15 y/o, target 17 y/o To reach 16-17 y/o, target 21 y/o

Teens (13 – 17)• Peak of peer influence• Sparks of independence• Want to fit in but at the same time

be a unique individual

Lifestage Chart

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Integration

Online

Advertising

Gear

Grassroots

Collateral

Buzz

Competition

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Searching for the truth

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On-line social network

Activities

National tour - grassroots

Pedagogic information

Media Partners – Grupo Media Capital

Cidade FM / Best Rock FM

TVI - television

IOL / Sapo – Internet Portal

Entertainment – live music

strategy

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National Tour

Schools

Universities

Shopping Centres

Local Council Events

Main National Events – music festivals

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Financial Partners with added value

Sport (Adidas / Puma)

High Profile Consumer – (Coca-Cola)

Banks (Montepio)

Lifestyle (Surf, Skate, Hi-Tech, Hip-Hop)

Associations (Liga Portuguesa de Futebol

Profissional)

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