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RJ Reynolds CONFIDENTIAL Report: FUBYAS Social Groups Spectrum
TO: Unknown
FROM: MDD Product Research, J.D. Weber -- Group Manager
1984
NOTE: FUBYAS refers to First Usual Brand Young Adult Smoker or First Unbranded Young
Adult Smoker (depending on which document you're reading). |
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Summary of Image
Page One
Spectrum runs from "extreme conformity" to "extreme nonconformity"
Social groups include, "Goody Goodies," "Preps, GQ's, DISCO's," "Rockers and Party Parties,"
"Punkers" and "Burnouts"
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Summary of Image
Page Two
"With regard to 'Social Group' participation, FUBYAS tend to live in a movie"
They know the roles, they know the script, they know the costumes, they know the props
"We want to supply one of the propos -- their brand of cigarettes"
[click on image to enlarge to full size -- 6K]
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Summary of Image
Page Three
Social groups compared on a number of indices, including MUSIC, CLOTHES, CARS, DRINKS, OVERALL
[click on image to enlarge to full size -- 15K]
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Summary of Image
Page Four
"A few T-shirt lines which seem to capture the feeling of the social groups"
Goody Goodies -- "None (Goody Goodies are boring, T-shirts aren't)"; Preps Discos -- "It's
not whether you win or lose, It's how you LOOK playing the game"; Rockers -- "It's important
to have beliefs, I believe I'll have another beer"; Punkers -- "If you love something, set
it free. If it doesn't come back to you, hunt it down and kill it"; Burnouts -- "Time flies
when you don't know what you're doing."
[click on image to enlarge to full size -- 9K]
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Summary of Image
Page Five
"How the groups feel about each other"
Groups on the CONFORMING end of scale view NONCONFORMING groups with distaste
Nonconforming groups tend to resent CONFORMING groups -- they're "phony" and "the 'HAVE's'
-- Don't have to struggle for things"
[click on image to enlarge to full size -- 9K]
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Summary of Image
Page Six
Social groups aligned as to "Increasing Order of Smoking Incidence"
LOW -- "Preps don't Smoke"
HIGH -- "Cigarette trends would start with Rockers or Punkers"
[click on image to enlarge to full size -- 10K]
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Summary of Image
Attachment One
Social groups compared
Camel's "Realm of Appeal" designated
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Summary of Image
Attachment Two
"Younger Adult Smoker Wants"
User defined as "Downscale/blue collar," "Loyal, unchanging, committed, stubborn"
[click on image to enlarge to full size -- 15K]
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Summary of Image
Attachment Three
"Younger Adult Smoker Wants" (cont'd)
User chacterized as "Overtly masculine," "Qualities associated with men (dominance, self-
assurance)" and "Independence"
"Virile, adventurous, rugged people smoke CAMEL"
[click on image to enlarge to full size -- 7K]
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| | BACKGROUND NOTE: This 1984 RJ Reynolds CONFIDENTIAL
graphic report provides an overview into the marketing strategies employed
for CAMEL cigarettes. Potential smokers are divided into social groups along
a spectrum of "extreme conformity" to "extreme nonconformity." Social groups
are listed as, "Goody Goodies," "Preps, GQ's, DISCO's," "Rockers and Party
Parties," "Punkers" and "Burnouts"
Quotes
With regard to 'Social Group' participation, FUBYAS tend to live in a movie
-- They know the roles
-- They know the script
-- They know the costumes
-- They know the props
We want to supply one of the propos -- their brand of cigarettes
A few T-shirt lines which seem to capture the feeling of the social groups
Goody Goodies -- None (Goody Goodies are boring, T-shirts aren't)
Preps Discos -- It's not whether you win or lose, It's how you LOOK playing the game
Rockers -- It's important to have beliefs, I believe I'll have another beer
Punkers -- If you love something, set it free. If it doesn't come back to you,
hunt it down and kill it
Burnouts -- Time flies when you don't know what you're doing.
Anne Landman
American Lung Association of Colorado, West Region Office
Grand Junction
Title: FUBYAS Social Groups Spectrum, Including attachment
Date: 1984
From: MDD Product Research, J.D. Weber -- Group Manager
To: unknown
Site: RJ Reynolds http://www.rjrtdocs.com
Document ID: 502762721-2726
Attachment ID: 505310549 -0551
No. of Pages: 6
No. of Attachment Pages: 3
URL:
http://www.rjrtdocs.com/imaging.jsp?SIZE=774&LOCATION=0&ALL_RECORDS=1
If that URL doesn't work, use as search criteria the phrase "FUBYAS
social" (without quotation marks). That will return 3 documents. The
one that is NOT an attachment is the primary one. You may want to examine the
attachments as well.
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