Dakota (cigarette)
Dakota was a brand of cigarettes introduced by R.J. Reynolds Tobacco (RJR) in 1990. Their marketing was targeted towards young blue-collar "virile females", in an attempt to displace the Marlboro brand[1] without diluting Reynolds' dominant Camel brand's appeal to males[2]. After test-marketing in Houston, Tuscon, Phoenix, and Nashville[3] didn't yield the desired results, the brand was withdrawn.
Prior to the marketing campaign, its details were leaked to the Washington Post[4]. In spite of the manufacturer's denial to have specifically targeted young females, this revelation sparked widespread discussion of targeted advertising in general in the media.[5][6]
References
- ^ Reynolds R. J., Project VF Recommended Next Steps, Memo, 1989, http://legacy.library.ucsf.edu/tid/jon54d00
- ^ R.J. Reynolds Tobacco Co, Dakota Research Proposal, 1990. Bates: 507520525-507520527. http://tobaccodocuments.org/youth/AmBrRJR19900000.Pp.html
- ^ Reynolds R.J., "Dakota Slide Box Q&A", http://tobaccodocuments.org/rjr/507641291-1295.html
- ^ The Washington Post, "New Ad Target: 'Virile Female.'", February 17 1990
- ^ Radio, TV Reports Inc. "Targeted Advertising and Other Cigarette-Related Issues". 22 Feb 1990. Bates: TIMN 389544-389561 http://tobaccodocuments.org/youth/AmCgTOI19900222.Tr1.html
- ^ Radio, TV Reports Inc. "High Cost of Smoking/Brennan Dawson Interview". 20 Feb 1990. Bates: TIMN 341401-341404. http://tobaccodocuments.org/youth/AmSgTOI19900220.Tr.html
