BACKGROUND NOTE: The following quotes are taken from a letter written by the vice
president of Marketing and Research at Flanigan Enterprises (an
advertising company) and sent to Richard A. Kampe, president of RJ
Reynolds Tobacco Development Company (this document was an exhibit in
the Mangini case, the 'case that rid the landscape of Joe Camel.')
As stated on the UCSF site, RJ Reynolds can claim that they never used this
document, but it does illustrate their knowledge of the power of
cartoons in marketing to youngsters.
Quotes:
December 9, 1988
Mr. Richard A. Kampe
President
R.J. Reynolds Tobacco Development Co.
401 N. Main Street
Winston-Salem, NC 27102
Dear Mr. Kampe,
Imagine a five-year old child, who will be a future customer of your
cigarettes in the next few years. How can your company begin to
attract/tap into this next generation? As a creative strategic
marekting company, Flanigan Enterprises has developed a concept that
will be innovative, have a reputable advertising effect in the home, and
be a new source of recneues for RJ Reynolds.
...The concept is a simple one -- Flanigan Enterprises is proposing
a children's video be made to advertise the Camel product. This can be
done through a series of ful-cel animation (Disney style) videos
directed towards the youth of today. Children love cartoons and these
can be incorporated into the purchasing of cartons/packets of Camel
cigarettes.
The camel symbol can be transformed into a moving, talking, animated
cartoon for children. It can also include the actual footage of
visiting live camels in the zoo and in their native environment.
Children love to watch animals (repeatability) and this video can
incorporate an education/environment theme.
How often smokers are told,
'it is a bad example for children in our home to see you smoke.' Here
is a positive way to enhance the image of R.J. Reynolds in the home --
to engrain a positive image of the company to the children of the
non-smoker while linking the video to purchase of cigarettes...
Anne Landman
American Lung Association of Colorado, West Region Office
Grand Junction
Document Type: Letter
From: William J. Kormos, Jr., VP Marketing and Research, Flanigan
Enterprises
To: Richard A. Kampe, President, R.J. Reynolds Tobacco Development Co.
Date: December 9, 1988
No. of Pages: 3
URL: http://www.library.ucsf.edu/tobacco/mangini/report/ex060.html
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