Joseph Jacobs Organization

Joseph Jacobs Organization (The oldest U.S. advertising agency targeting Jews): Helped R.J. Reynolds promote cigarettes to Jews c. 1983

= Description =

Joseph Jacobs first introduced the idea of targeting Jews through the ethnic newspapers and periodicals that they read. He succeeded in convincing a national brand like Maxwell House in 1923 that it could penetrate the Jewish market by advertising in Yiddish language publications. Jacob later spearheaded the publication of a Haggadah for Passover, one of the most widely distributed Jewish pamphlets in history. Organized "block parties" in Jewish neighborhoods in New York to promote R.J. Reynolds cigarettes and give away free samples. Promoted cigarettes around Jewish holidays of Passover, Rosh Hashana and Hanukka.

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