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He will have a good career ahead of him, thanks in part to you
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To be successful, we needed to create a brand as strong and as powerful to take the place of tobacco brands." Neydy Gomez (Crispin Porter + Bogusky) The 1998 strategy To achieve the desired impact with teens, the campaign needed to: Develop a strong counter-market brand Expose the lies of the tobacco industry Direct teens' need to rebel at the tobacco industry Never preach it needed a message other than 'don't' Never condemn smokers Relate to 'sensation-seeking' teens Stress peer-to-peer communication, since teens do not like to be preached at or talked down to From this emerged the campaign concept of a youth movement against tobacco companies, promoted through grassroots advocacy and a creative, youth-driven advertising campaign
The burley tobacco market brought in more than $17 million in 1930, a year when the volume of burley at local warehouses shattered all records
