Reaching the Target Consumers

	RJ Reynolds: Brainstorming Other Ways To Reach The Target
	Summary of Image Page One Dakota buttons with saying... Dakota Ice Cream Truck that drive through neighborhoods... Dakota jewelry and pins [click on image to enlarge to full size -- 24K]
	Summary of Image Page Two Dakota hair dryers in public bathrooms Go Dakota Gal photos Dakota logos on sunglasses, the next "Wayfarerers" [click on image to enlarge to full size -- 24K]
	Summary of Image Page Three Winner of Dakota Model Contest gets to appear in advertising -- several winners in each city Vehicle named Dakota -- Dodge Dakota tie-in [click on image to enlarge to full size -- 26K]
	Summary of Image Page Four Mt. Rushmore. Build a Dakota landmark Associate Dakota with nighttime, midnight bowling, movies and sports Tattoos A new snack called "Kotas" (in pencil, "bar snack") [click on image to enlarge to full size -- 23K]
	Summary of Image Page Five Dakota ads on videotapes Dakota pretzels shaped like logo given free to bars Dakota beer, soda, gum, desserts, cookies [click on image to enlarge to full size -- 19K]
	Summary of Image Page Six Close off street and have a Dakota party (in pencil, "Sampling vans" and "dancing") Use logo in bars in subtle ways (in pencil, "Bus stops, subway") Use logo in phone booths in subtle ways Give freed convicts a gift pack (emphasized) [click on image to enlarge to full size -- 26K]
	Summary of Image Page Seven Dakota washable tattoos Hair shaving logo. Hire people. Have contest for best Dakota hair. Suntan logos Four way ping pong table (illustration provided) [click on image to enlarge to full size -- 27K]
	Summary of Image Page Eight Pissing Contest for girls in bars Create demand through positive controversy (e.g., Cher) Snipe: "Sold Out until June 1990" The first cigarette you can't buy on Sunday -- "says it must be wicked, makes you want to be rebellious" [click on image to enlarge to full size -- 25K]
	Summary of Image Page Nine Create demand by letting it go out-of-stock intentionally Hard to get but worth it -- e.g. Michael J. Fox Pepse ad Packs to bartenders Packs to rock band [click on image to enlarge to full size -- 30K]
	Summary of Image Page Ten Spring Break in March at Padre Island, pre-DTS Page lists number of "Likes"... Page lists number of "Builds"... [click on image to enlarge to full size -- 31K]
	Summary of Image Page Eleven Page lists number of "Builds"... (cont) Give peer leaders in every group/bar/hangout products, clothes, etc. Leverage new environmetn of not going to school but to work [click on image to enlarge to full size -- 32K]
	Summary of Image Page Twelve Drawing for 50 Dakota jackets in market (in pencil, emphasized and says, "Try it") Dakota edition pickup from Dodge giveaway Sponsor a movie like Pepsi and Topgun Give 'em a hangout -- smoking den in mall with video games [click on image to enlarge to full size -- 25K]
	Summary of Image Page Thirteen New outlets at record stores, video stores, pizza places Advertise on pizza boxes Tie in with Domino's [click on image to enlarge to full size -- 23K]
	Summary of Image Page Fourteen Crusing: create events, $ off on fast food, get "done over" Dakota clothing, but don't make what they're wearing now. Make what they'll be wearing next [click on image to enlarge to full size -- 25K]
	Summary of Image Page Fifteen Logo on boots (inlaid) showing up in stores (in pencil, "logo on bottom") Dress mannequin in store window like the ad model -- tie in to specific store Pack displays on junk food/snack shelf Target/sample at younger unisex hair salons -- e.g., mall hair salons, beauty schools, mall arcades [click on image to enlarge to full size -- 27K]
	Summary of Image Page Sixteen Get product into hands of opinon leaders 3 months prior to DTS Get a list of ex-High School cheerleaders and football players. Look through high school yaer books. (emphasis added) List of slogans and games, such as Truth or Dare -- "with emphasis on the dare" [click on image to enlarge to full size -- 28K]
	Summary of Image Page Seventeen Produce a Dakota film (in pencil, "ask agency how much it would cost!") Target it like Urban Cowboy Rock star sings theme song (Mellencamp, Melissa Ethridge, Indigo Girls, and others) Likes: anti-establishment, not commercial, underdog, anti-Hollywood, not big business... [click on image to enlarge to full size -- 31K]
	Summary of Image Page Eighteen Phone-In Participation Could be on phone kiosk or mall display [click on image to enlarge to full size -- 8K]
	BACKGROUND NOTE: RJR introduced the Dakota brand as a competitor to Marlboro to compete for market share among younger smokers. This brainstorming document lists possible ways to market Dakota to this younger audience. We don't know which, if any, of these ideas may actually have been used, but the list itself is obviously the product of cigarette-marketing minds running absolutely free, and it offers valuable insight. Some of the suggestions on the list include: - Dakota 'Ice Cream Trucks' that drive through neighorhoods, play music and sample [give away free cigarettes] - Create a new flavor of ice cream called Dakota_______ - Free matches at c-stores [convenience stores] should be Dakota matches--no friction strip needed. Use your (or your boyfriend's) fly - Sexy lingerie parties, cheap jewelry parties - McDakota sandwiches - Use logo in subtle ways: put a mini video in bathroom cubicles, put logo on indside of commode - Give freed convicts a gift pack - In bars: Pissing Contest for girls - Create demand through positive controversy: Snipe [to snipe means to paste an extra strip on billboards]: 'Not available in New York City' or L.A., etc. - The first cigarette you can't buy before 9:00 pm, the first cigarette you can't buy on Sunday--says it must be wicked, makes you want to be rebellious - Can't buy in upscale neighborhoods - Or say "limited quantities" in store to give the impression it's about to sell out - Photo booth does fake college ID's - Do fake college diplomas - Seminars in beer guzzling - Create the anti-college Spring Break for all the kids who don't go away to college - Make it anit-college with varsity jackets that are dart boys - Cheerleader voodoo dolls ...and much, much more. Quotes from the body of the document: Between 1975 and 1979 the proportion of teenagers who say they "definitely will not" be smoking five years nhence has increased dramatically. The major reasons for the decline are the perceived health hazards of smoking and peer pressure not to smoke. Because of our high share of the market among the youngest smokers, Philip Morris will suffer more than the other companies from the decline in the number of teenage smokers. Anne Landman American Lung Association of Colorado, West Region Office Grand Junction Type of Document: Marketing document, report Title: Other Ways to Reach the Target Date: 10/02/89 No. of Pages: 18 Site: http://www.rjrtdocs.com/ URL: Sorry, the way the RJR site is set up, I can't give you a URL. To find this document, go to http://www.rjrtdocs.com/, click on 'new Search' and enter as Combined Text the phrase 'Other Ways to Reach the Target' (without quotation marks). Only one document is returned, and this is it. Click 'view all pages' and grab a cup of coffee while it loads. Worth the wait.

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RJ Reynolds: Brainstorming Other Ways To Reach The Target