Salem Black Initiative Program Brand Team Ideation Session.

Salem Black Initiative Program Brand Team Ideation Session

This R.J. Reynolds marketing report summarizes a brainstorming session held to explore ways to increase sales of Salem cigarettes to African Americans. The report concludes that "the best way to reach minority consumers is through their local communities."

It then says,

"...the brand's support must be seen as being backed by other blacks--not as a big white company's tactic to sell to blacks. If Salem can become a positive contributing factor to blacks' economic and personal well-being, it could ultimately be 'unpatriotic to smoke anything else."

The report says "Salem should be seen as a friend," and suggests ways to play up the positive aspects of young adult black smokers and their lifestyle, listing words and fashion items from the African American community: "fresh" "fade" (kill) "bank" (money) "hooked"(together) "chillin'" "def" (cold, funky, hard, it's happening) "stylin'" "dis" (disrespectful) - lots of bracelets - 2-3 holes in ear (African influence) - nose studs - fades, parts, braids - thrashed jeans - micro spandex shorts - side snap warm-up suits..."

The paper suggests ways to "contribute to the target's personal well-being" by "bolstering their self-perceptions and feeding their self esteem." It says the cigarette promotion should "speak to the fun side of inner city life," should say, "It's OK to be black, hang out, and have fun," and "should [continue to] break all the rules!" Other promotional ideas include working through barber shops and hair salons, concerts, contributing to "the target's emotional and economic well-being" by helping them find jobs, offering a prize screen test with Spike Lee and "get in there and help increase distribution of black films."

Title SALEM BLACK INITIATIVE PROGRAM BRAND TEAM IDEATION SESSION. Author LEFERMAN ASSOC;NASSAR SC;MARKETING RESEARCH & STRATEGIC PLAN Date 19890803 Type REPORT Bates 507137652/7666 Collection RJ Reynolds Pages 15 URL: http://legacy.library.ucsf.edu/tid/wug34d00