“The Hype
“We do not market to children and will not.”
“We do not survey anyone under the age of 18.”
—Congressional testimony of James W. Johnston, CEO of R.J. Reynolds Tobacco Co., April 14, 1994, to Commerce Committee, according to the office of Rep. Henry Waxman. (Johnston resigned as chairman in 1996.)
The Truth
“[T]his young adult market, the 14-24 age group… represent[s] tomorrow’s cigarette business. As this 14-24 age group matures, they will account for a key share of the total cigarette volume—for at least the next 25 years… [O]ur strategy becomes clear for our established brands.
I. Direct advertising appeal to the younger smokers…”
—1974 presentation by C.A. Tucker, Vice President of Marketing, to Board of Directors of R.J. Reynolds Industries, maker of Camel cigarettes.
R.J. Reynolds conducted a “Smokers Screening Profile (14-17)” of 11,000 teens aged 14 to 17 in 1974, studying such things as which brands they smoked and how many cigarettes they smoked a day.
—Document obtained by the office of Rep. Henry Waxman through the lawsuit of Mangini vs. R.J. Reynolds Tobacco Co. in California.”