New Brand Of Thinking

a new brand of thinking on smoking based on thetruth ® campaign

Anti Tabacco Campaign

strategic background

brand architecture

target

evolution of the brand

integration

strategy

+ 1,200 people die everyday from smoking-related disease

2,000 teenagers become regular smokers every day

80% of smokers start before the age of 18

The Tobacco Industry spends over $32MM a day marketing some of the strongest brands in the world – creating “friendly familiarity” with young people

The Facts – smoking USA

Outbrand Big Tobacco ” Create a relevant brand to give teens an alternative to cigarettes THE challenge

the top 20 brands in the WORLD Source: Martin Lindstrom & Millward Brown 2005

Teen brands are tools for expression and identification.

I’m global

I’m unique

I’m an athlete

I’m connected

I’m cool

I’m about the environment

Teen Brands

Tobacco companies own some of the most powerful brands in the world. Around 80% of teens smoke the most recognized brands Teens and Tobacco

Talked to thousands of teens

Analyzed the competition

Listened to the experts

… here’s what they learned: What Truth did:

Source: NYTS 2002 Demographics

Rebel

Take Risks

Fit In

EXPRESSIONS OF CONTROL: “NEED STATES”

Be Independent

Self Expression

Feel Respected

Index Open to Smoking Teens I like new experiences, breaking rules 155 I like to do things that are risky and dangerous 154 Standing up to adults is cool 141 Daydream about getting even 400 It’s OK to lie sometimes 157 These behaviours are all about CONTROL

MINDSET: Sensation Seekers

Source: Porter Novelli/Youth Styles Study The Target: Sensation Seekers

Birth Teen Adult No control Asserting Control Full Control Control: A Universal truth About Growing Up

for teens : SMOKING = CONTROL

Key Insight

To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has. Strategy

Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Until now, the world has been upside-down... Not Cool Rebellious Preachy Aspirational Tobacco

New Brand The Future Anti-Smoking “ Diz não” “ Pensa, Não fumes” “ Tabaco mata” “ Tabaco é feio” Not Cool Rebellious Preachy Aspirational Tobacco

2/3 of teens Remember ads for tobacco 2 times the % of adults Teens especially remember ads by Philip Morris - Marlboro Source: Campaign for Tobacco-Free Kids March 2002

Expose the reality of the tobacco industry

Take teens’ need to rebel and point it at Big Tobacco

Relate to sensation-seeking teens on their own terms

New Approach

Rational: Honest facts and information that expose the lies of Big Tobacco and put teens in control Emotional: Rebellious Risky Intelligent Empowering Independent Tolerant Brand essence

8.5 million people live with illnesses linked to tobacco. 1/3 of young smokers will eventually die of illnesses relates to tobacco. By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Every 8 seconds, someone in the world dies from an illness related to tobacco. Every year, cigarettes leave 12,000 teens without a mother and 31,000 without a father. In the USA, tobacco kills more Americans than automobile accidents, homicide, Aids, drugs and fires all put together. Campaign evolution Objective Message Reaction Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” 1

“ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective A president of a tobacco company said under oath that he believed that gummy bears were as addictive as cigarettes. In the past, big tobacco companies compared smoking addiction to M&Ms. In 1985, a vice president of a tobacco company, talking about death derived from smoking explained: “People die in their sleep, should we then prohibit them from sleeping??” In 1984, a tobacco company tagged teen smokers as “substitute smokers.” A tobacco company donated $125,000 of food to a charity and then spent $21 million communicating it. When you have a product that kills you really do need to work hard on PR. A tobacco company developed, behind closed doors, a cigarette called "Y1" which had 50% more nicotine. How do babies avoid passive smoke? “At some stage they learn to crawl.” replied a tobacco executive in 1996 2 Objective Message Reaction Campaign evolution

3 “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Objective Message Reaction Campaign evolution Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective

“ KNOWLEDGE IS CONTROL” Ask Questions, seek answers. A view from the inside 4th Phase Motivate questions 4 Objective Message Reaction Campaign evolution “ NEW NORMS” What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness “ WAKE UP & PASS IT ON” “ REJECTION” Industry Documents: In their own words 2nd Phase Convey Industry’s Perspective

What if adverts told the truth? Creative

Target

“ Younger adult smokers have been the critical factor in the growth and decline of every major brand and company over the last 50 years.... If younger adults turn away from smoking, the industry must decline, just as a population which does not give birth will eventually dwindle.” R.J. Reynolds, 1984

Lifestage Chart

Tweens (8 – 12)

Paradox between being a kid and being a teen

Peer influence coming to its prime

To reach younger tweens (8-10), talk to their age group

For older tweens (11-12), aim for 14 y/o

College (18 – 22)

Independence is real… kind of

Their world is self-contained

Have money to spend but picky about where to spend it

To reach college students, target college students

Young Independents (18 – 24)

Independence is real

Provide for themselves

Have money to spend

To reach young independents, target 24 y/o

To reach 13-15 y/o, target 17 y/o

To reach 16-17 y/o, target 21 y/o

Teens (13 – 17)

Peak of peer influence

Sparks of independence

Want to fit in but at the same time be a unique individual

Integration Online Advertising Gear Grassroots Collateral Buzz

Competition

Searching for the truth

On-line social network

Activities

National tour - grassroots

Pedagogic information

Media Partners – Grupo Media Capital

Cidade FM / Best Rock FM

TVI - television

IOL / Sapo – Internet Portal

Entertainment – live music

strategy

National Tour

Schools

Universities

Shopping Centres

Local Council Events

Main National Events – music festivals

Financial Partners with added value

Sport (Adidas / Puma)

High Profile Consumer – (Coca-Cola)

Banks (Montepio)

Lifestyle (Surf, Skate, Hi-Tech, Hip-Hop)

Associations (Liga Portuguesa de Futebol Profissional)

New Brand Of Thinking

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