Project VRP

Project VRP was a 1988 R.J. Reynolds project to create a Vantage cigarette that emitted "significantly reduced" amounts of secondhand smoke and had less "biological activity" (disease-causing propensity) that prior cigarettes. The lower-biological activity aspect of the cigarette would "not be leveraged in marketing or advertising elements." The advertising strategy for the cigarette was to "directly link high performance imagery with high performance taste copy." The campaign would pursue target smokers (full-flavor, light smokers, ages 25-34) through a campaign of "high performance symbolism that, through the unique combination of speed and exhileration (sic) provied the thrill that typifies the ultimate product performance."

Related Sourcewatch resources

 * Tobacco industry projects & operations
 * Secondhand smoke

External resources
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