New Brand Of Thinking

Slide 1: a new brand of thinking on smoking based on thetruth® campaign

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Slide 3: 3 Anti Tabacco Campaign z strategic background z brand architecture z target z evolution of the brand z integration z strategy

Slide 4: 4 The Facts – smoking USA  + 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

Slide 5: 5 THE challenge O u t b r a n d B ig To b a c c o ” Create a relevant brand to give teens an alternative to cigarettes

Slide 6: 6 the top 20 brands in the WORLD Source: Martin Lindstrom & Millward Brown 2005

Slide 7: 7 Teen Brands 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

Slide 8: 8 Teens and Tobacco Tobacco companies own some of the most powerful brands in the world. Around 80% of teens smoke the most recognized brands

Slide 9: 9 What Truth did:  Talked to thousands of teens  Analyzed the competition  Listened to the experts …here’ s what they learned:

Slide 10: 10 Demographics Teens Who Have Ever Smoked 80% 70% 60% 50% 40% 30% 20% 10% 0% 6 7 8 9 10 11 12 Source: NYTS 2002

Slide 11: 11 EXPRESSIONS OF CONTROL: “ NEED STATES”  Rebel  Be Independent  Take Risks  Self Expression  Fit In  Feel Respected

Slide 12: 12 v MINDSET: Sensation Seekers 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

Slide 13: 13 The Target: Sensation Seekers Smoking among Teenagers by Sensation Seeking Status 60% Smoking Prevalence 50% 40% High 30% Low 20% 10% 0% 4th-5th 6th-8th 9th-10th 11th-12th Grade Source: Porter Novelli/Youth Styles Study

Slide 14: 14 Control: A Universal truth About Growing Up Birth Teen Adult No control Asserting Control Full Control

Slide 15: 15 ! Key Insight for teens: SMOKING = CONTROL

Slide 16: 16 Strategy To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has.

Slide 17: 17 Until now, the world has been upside-down... Aspirational Tobacco Preachy Rebellious Anti-Smoking “ Diz não” “ Pensa, Nã fumes” o “ Tabaco mata” “ Tabaco é feio” Not Cool

Slide 18: 18 The Future New Brand Aspirational Tobacco Preachy Rebellious Anti-Smoking “ Diz não” “ Pensa, Nã fumes” o “ Tabaco mata” “ Tabaco é feio” Not Cool

Slide 19: 19 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

Slide 20: 20 New Approach  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

Slide 21: 21 Brand essence Rational: Emotional: Honest facts and Rebellious information that Risky expose the lies of Intelligent Big Tobacco and Empowering put teens in control Independent Tolerant

Slide 22: 22 Campaign evolution 8.5 million people live with illnesses linked to tobacco. 1st Phase 1/3 of young smokers will eventually die of Industry & illnesses relates to tobacco. Objective Product Awareness By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Tobacco Industry sells a Every 8 seconds, someone in the world dies product that from an illness related to tobacco. Message kills. More then leaves and paper. 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 Reaction “ WAKE UP & and fires all put together. PASS IT ON”

Slide 23: 23 Campaign evolution A president of a tobacco company said under oath that he 2nd Phase believed that gummy bears were as addictive as cigarettes. Convey In the past, big tobacco companies compared smoking Objective Industry’ s addiction to M&Ms. Perspective 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 Industry “ substitute smokers.” Documents: A tobacco company donated $125,000 of food to a charity and Message In their own words 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 Reaction “ REJECTION”

Slide 24: 24 Campaign evolution 1st Phase 2nd Phase 3rd Phase Industry & Convey Question Objective Product Industry’ s Fairness & Awareness Perspective Pattern Tobacco What Industry sells a Industry product that Documents: differentiates the Message kills. More then In their own Industry. leaves and words Connect hard paper. facts to cold reality Reaction “ WAKE UP & “ REJECTION” “ NEW NORMS” PASS IT ON”

Slide 25: 25 Campaign evolution 1st Phase 2nd Phase 3rd Phase 4th Phase Industry & Convey Question Motivate Objective Product Industry’ s Fairness & questions Awareness Perspective Pattern Tobacco What Industry sells a Industry Ask Questions, product that Documents: differentiates the seek answers. Message kills. More then In their own Industry. A view from the leaves and words Connect hard inside paper. facts to cold reality Reaction “ WAKE UP & “ REJECTION” “ NEW NORMS” “ KNOWLEDGE IS PASS IT ON” CONTROL”

Slide 26: 26 Creative What if adverts told the truth?

Slide 27: 27 Target

Slide 28: 28 “ 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

Slide 29: 29 Lifestage Chart Tweens (8 – 12) Teens (13 – 17) • Paradox between being a kid • Peak of peer influence and being a teen • Sparks of independence • Peer influence coming to its • Want to fit in but at the same time prime be a unique individual  To reach younger tweens (8-10),  To reach 13-15 y/o, target 17 y/o talk to their age group  To reach 16-17 y/o, target 21 y/o  For older tweens (11-12), aim for 14 y/o College (18 – 22) Young Independents (18 – 24) • Independence is real… kind of • Independence is real • Their world is self-contained • Provide for themselves • Have money to spend but picky • Have money to spend about where to spend it  To reach college students, target  To reach young independents, college students target 24 y/o

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Slide 31: 31 Integration Advertising Buzz Grassroots Collateral Online Gear

Slide 32: Competition

Slide 33: 33 Searching for the truth

Slide 34: 34 strategy  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

Slide 35: 35  National Tour  Schools  Universities  Shopping Centres  Local Council Events  Main National Events – music festivals

Slide 36: 36  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)

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