Advertising Campaigns Reviewed

In a review of the best and worst ad campaigns of 1998, USA TODAYfocused on the Philip Morris' Youth Smoking Prevention campaign and RJ Reynolds' "Kamel" cigarette print ad campaign. Both were placed in their "worst" category.

The review finds that one Philip Morris ad lacks credibility. In the spot a child unconvincingly states that he or she has never been interested in smoking. USA TODAYcomments: "Philip Morris says it wants kids to stop smoking. Right. Just like Bill Gates wants kids to stop staring at computer screens."

The report also criticizes RJ Reynolds' "Kamel" campaign for targeting young girls: "Kamel ads target young girls with the unlikeliest of ingredients: guns, cigarettes and sex. Female soldiers in low-cut, leggy battle fatigues wave rifles while lighting up. What a naughty way to enlist smokers."

Source: USA TODAY, (12/21/98) "Ad Experts' Best & Worst Of 1998", Bruce Horovitz, p. B3

ADWEEKCalls Philip Morris Ad Campaign Ineffective [story]

Philip Morris Anti-Smoking Messages Are Ineffective
A study of anti-smoking messages by market-research company Teenage Research Unlimited found that Philip Morris's youth smoking prevention commercials were "relatively ineffective" compared to ads from California, Massachusetts, Arizona and Florida.

The researchers concluded that the Philip Morris ads, "not only were found to be relatively ineffective, but also may dilute the current states' efforts."

The study, which was funded by the Centers for Disease Control and three states, asked 120 teens to rate 10 anti-smoking spots. Several teens said the PM ads sounded like a lecture from a parent, which may encourage rebellious teens to start smoking, warned Peter Zollo, president of Teenage Research Unlimited.

The state-sponsored ads fared much better in the focus groups, especially those that "graphically, dramatically and emotionally" portrayed the consequences of smoking. Arizona said it would consider changing some of its messages that emphasize choice, which are similar to the Philip Morris messages.

Based on the results of the study, a 17-state coalition is expected today to demand that Philip Morris stop running its television spots and turn over its $75 million budget for youth smoking prevention to an independent firm.

Danny McGoldrick, research director for the Campaign for Tobacco-Free Kids, agrees, noting that Philip Morris's Marlboro brand owns 60 percent of the youth market. "They clearly know how to appeal to youth. But I'm not sure they're using that knowledge in this campaign," he said.