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New Brand Of Thinking

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Nuno Machado Lopes
Nuno Machado Lopes

The document discusses the strategy and evolution of an anti-smoking campaign called "thetruth". It outlines key facts about smoking and the tobacco industry's targeting of teenagers. It then details the campaign's strategic approach of rebranding anti-smoking messages to be more rebellious and empowering in order to compete with tobacco industry marketing and fulfill teenagers' desire for control and self-expression. Finally, it discusses the campaign's integration of different methods like advertising, grassroots events, and partnerships to raise awareness of the tobacco industry's deception.

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a new brand of thinking on smoking based on thetruth 速 campaign
New Brand Of Thinking
Anti Tabacco Campaign strategic background brand architecture target evolution of the brand integration strategy
+ 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 The Facts smoking USA
Outbrand Big Tobacco Create a relevant brand to give teens an alternative to cigarettes THE challenge
the top 20 brands in the WORLD Source: Martin Lindstrom & Millward Brown 2005
Teen brands are tools for expression and identification. Im global Im unique Im an athlete Im connected Im cool Im about the environment Teen Brands
Tobacco companies own some of the most powerful brands in the world. Around 80% of teens smoke the most recognized brands Teens and Tobacco
Talked to thousands of teens Analyzed the competition Listened to the experts heres what they learned: What Truth did:
Source: NYTS 2002 Demographics
Rebel Take Risks Fit In EXPRESSIONS OF CONTROL: NEED STATES Be Independent Self Expression Feel Respected
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 Its OK to lie sometimes 157 These behaviours are all about CONTROL MINDSET: Sensation Seekers
Source: Porter Novelli/Youth Styles Study The Target: Sensation Seekers
Birth Teen Adult No control Asserting Control Full Control Control: A Universal truth About Growing Up
for teens : SMOKING = CONTROL Key Insight
To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has. Strategy
Anti-Smoking Diz n達o Pensa, N達o fumes Tabaco mata Tabaco 辿 feio Until now, the world has been upside-down... Not Cool Rebellious Preachy Aspirational Tobacco
New Brand The Future Anti-Smoking Diz n達o Pensa, N達o fumes Tabaco mata Tabaco 辿 feio Not Cool Rebellious Preachy Aspirational Tobacco
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
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 New Approach
Rational: Honest facts and information that expose the lies of Big Tobacco and put teens in control Emotional: Rebellious Risky Intelligent Empowering Independent Tolerant Brand essence
8.5 million people live with illnesses linked to tobacco. 1/3 of young smokers will eventually die of illnesses relates to tobacco. By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Every 8 seconds, someone in the world dies from an illness related to tobacco. 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 and fires all put together. Campaign evolution Objective Message Reaction Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON 1
REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective A president of a tobacco company said under oath that he believed that gummy bears were as addictive as cigarettes. In the past, big tobacco companies compared smoking addiction to M&Ms. 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 substitute smokers. A tobacco company donated $125,000 of food to a charity and 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 2 Objective Message Reaction Campaign evolution
3 NEW NORMS What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Objective Message Reaction Campaign evolution Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective
KNOWLEDGE IS CONTROL Ask Questions, seek answers. A view from the inside 4th Phase Motivate questions 4 Objective Message Reaction Campaign evolution NEW NORMS What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective
What if adverts told the truth? Creative
Target
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
Lifestage Chart Tweens (8 12) Paradox between being a kid and being a teen Peer influence coming to its prime To reach younger tweens (8-10), talk to their age group For older tweens (11-12), aim for 14 y/o College (18 22) Independence is real kind of Their world is self-contained Have money to spend but picky about where to spend it To reach college students, target college students Young Independents (18 24) Independence is real Provide for themselves Have money to spend To reach young independents, target 24 y/o To reach 13-15 y/o, target 17 y/o To reach 16-17 y/o, target 21 y/o Teens (13 17) Peak of peer influence Sparks of independence Want to fit in but at the same time be a unique individual
New Brand Of Thinking
Integration Online Advertising Gear Grassroots Collateral Buzz
Competition
Searching for the truth
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 strategy
National Tour Schools Universities Shopping Centres Local Council Events Main National Events music festivals
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)
New Brand Of Thinking

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New Brand Of Thinking

  • 1. a new brand of thinking on smoking based on thetruth 速 campaign
  • 3. Anti Tabacco Campaign strategic background brand architecture target evolution of the brand integration strategy
  • 4. + 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 The Facts smoking USA
  • 5. Outbrand Big Tobacco Create a relevant brand to give teens an alternative to cigarettes THE challenge
  • 6. the top 20 brands in the WORLD Source: Martin Lindstrom & Millward Brown 2005
  • 7. Teen brands are tools for expression and identification. Im global Im unique Im an athlete Im connected Im cool Im about the environment Teen Brands
  • 8. Tobacco companies own some of the most powerful brands in the world. Around 80% of teens smoke the most recognized brands Teens and Tobacco
  • 9. Talked to thousands of teens Analyzed the competition Listened to the experts heres what they learned: What Truth did:
  • 10. Source: NYTS 2002 Demographics
  • 11. Rebel Take Risks Fit In EXPRESSIONS OF CONTROL: NEED STATES Be Independent Self Expression Feel Respected
  • 12. 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 Its OK to lie sometimes 157 These behaviours are all about CONTROL MINDSET: Sensation Seekers
  • 13. Source: Porter Novelli/Youth Styles Study The Target: Sensation Seekers
  • 14. Birth Teen Adult No control Asserting Control Full Control Control: A Universal truth About Growing Up
  • 15. for teens : SMOKING = CONTROL Key Insight
  • 16. To compete with tobacco, truth must fulfill the desire for control as effectively as the tobacco industry has. Strategy
  • 17. Anti-Smoking Diz n達o Pensa, N達o fumes Tabaco mata Tabaco 辿 feio Until now, the world has been upside-down... Not Cool Rebellious Preachy Aspirational Tobacco
  • 18. New Brand The Future Anti-Smoking Diz n達o Pensa, N達o fumes Tabaco mata Tabaco 辿 feio Not Cool Rebellious Preachy Aspirational Tobacco
  • 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
  • 20. 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 New Approach
  • 21. Rational: Honest facts and information that expose the lies of Big Tobacco and put teens in control Emotional: Rebellious Risky Intelligent Empowering Independent Tolerant Brand essence
  • 22. 8.5 million people live with illnesses linked to tobacco. 1/3 of young smokers will eventually die of illnesses relates to tobacco. By the year 2020, it is estimated that tobacco will have killed worldwide 10 million people per year. Every 8 seconds, someone in the world dies from an illness related to tobacco. 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 and fires all put together. Campaign evolution Objective Message Reaction Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON 1
  • 23. REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective A president of a tobacco company said under oath that he believed that gummy bears were as addictive as cigarettes. In the past, big tobacco companies compared smoking addiction to M&Ms. 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 substitute smokers. A tobacco company donated $125,000 of food to a charity and 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 2 Objective Message Reaction Campaign evolution
  • 24. 3 NEW NORMS What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Objective Message Reaction Campaign evolution Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective
  • 25. KNOWLEDGE IS CONTROL Ask Questions, seek answers. A view from the inside 4th Phase Motivate questions 4 Objective Message Reaction Campaign evolution NEW NORMS What differentiates the Industry. Connect hard facts to cold reality 3rd Phase Question Fairness & Pattern Tobacco Industry sells a product that kills. More then leaves and paper. 1st Phase Industry & Product Awareness WAKE UP & PASS IT ON REJECTION Industry Documents: In their own words 2nd Phase Convey Industrys Perspective
  • 26. What if adverts told the truth? Creative
  • 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
  • 29. Lifestage Chart Tweens (8 12) Paradox between being a kid and being a teen Peer influence coming to its prime To reach younger tweens (8-10), talk to their age group For older tweens (11-12), aim for 14 y/o College (18 22) Independence is real kind of Their world is self-contained Have money to spend but picky about where to spend it To reach college students, target college students Young Independents (18 24) Independence is real Provide for themselves Have money to spend To reach young independents, target 24 y/o To reach 13-15 y/o, target 17 y/o To reach 16-17 y/o, target 21 y/o Teens (13 17) Peak of peer influence Sparks of independence Want to fit in but at the same time be a unique individual
  • 31. Integration Online Advertising Gear Grassroots Collateral Buzz
  • 34. 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 strategy
  • 35. National Tour Schools Universities Shopping Centres Local Council Events Main National Events music festivals
  • 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)