New Brand Of Thinking

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

Slide 2:2

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 bra