XII. Special Markets. Black Marketing Plan.

{{#badges: tobaccowiki}} XII. Special Markets. Black Marketing Plan.

This 1983 marketing plan from R.J. Reynolds describes a massive promotional program aimed at increasing use of SALEM cigarettes among inner city Blacks in New York, Chicago, Detroit, Los Angeles, Washington D.C., Philadelphia, St. Louis and Atlanta. The objective was to make SALEM into "a meaningful and highly visible member of the Black community on a continual basis." To achieve, this, R.J. Reynolds planned to put on inner city street festivals with Black-targeted musical events aimed at "providing SALEM with positive image reinforcement and highly visibility within the community." In addition to the street festivals, SALEM orchestrated talent contests at bars and nightclubs, provided nightclubs with SALEM cups, swizzle sticks, and napkins. RJR's plan also included putting on cultural events which depicted the history of Black Music and featured tributes to the great Black musicians. RJR planned to distribute 300,000 free cigarettes at the events.

The document also describes a similar plan to increase sales of SALEM cigarettes to Hispanics, developing community-oriented "Fiestas", offering buy-one-get-one-free deals, and planning to distribute 175,000 free cigarettes at these events.

Title XII. SPECIAL MARKETS.
Author RJR
Date 19840000
Type REPORT
Bates 505776836/6851
Collection RJ Reynolds Pages 16
URL: http://legacy.library.ucsf.edu/tid/las05d00