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"Evidence is now available to indicate that the 14-18 year old group is an increasing segment of the smoking population. RJR-T must soon establish a successful new brand in this market if our position in the industry is to be maintained in the long run." From a 1976 RJR internal report entitled "Planned Assumptions and Forecast for the Period 1977-1986." |
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"Today's teenager is tomorrow's potential regular customer, and the overwhelming majority of smokers first begin while still in their teens... The smoking patterns of teenagers are particularly important to Philip Morris." From a 1981 Philip Morris internal document. |
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"The teenage years are also important because those are the years during which most smokers begin to smoke, the years in which initial brand selections are made, and the period in the life cycle in which conformity to peer group norms is greatest." From a 1975 Philip Morris memo entitled "The Decline in the Rate of Growth of Marlboro Red." |
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"Smoking a cigarette for the beginner is a symbolic act. . . 'I am no longer my mother's child, I'm tough, I am an adventurer, I'm not square.' . . . As the force from the psychological symbolism subsides, the pharmacological effect takes over to sustain the habit. . . ." From a 1969 draft report to the Philip Morris Board of Directors. |
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"[Project LF is a] wider-circumference nonmenthol cigarette targeted at young adult male smokers (primarily 13-24-year-old male Marlboro smokers)." From a 1987 RJR memo describing the Camel Wides brand, under the code name Project LF.
Additional circumstantial evidence of the industry's focus on children is that 86 percent of the kids who smoke prefer the three most heavily advertised brands of cigarettes; whereas, only about one-third of adult smokers choose those brands.27 |