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R.J.Reynold's "7
Pleasures of the Casbah"
July 2001 This is an excellent and detailed description of a current cigarette marketing ploy in the U.S, sent to us by Teresa Browning of the American Lung Association of Oregon. This example is notable for a number of reasons: 1)It underscores the importance of better monitoring how the tobacco industry is targeting young people of "legal" age. 2)It indicates that U.S. tobacco companies are adopting popular marketing practices from abroad, e.g. free cigarette distribution, cigarette packet = free event entrance. 3) It is part of a general global tobacco industry trend to build consumer databases that can be later used for direct mail marketing. 4)While tobacco companies often use U.S. themes and imagery to market cigarettes outside the U.S., this is an example of the opposite! R.J.Reynolds is using Middle Eastern themes to market Camel cigarettes to young people in the U.S. (see http://www.essentialaction.org/tobacco/casbah.gif for a related advertisement*) We hope this example will inspire you and your partner to conduct similar "investigations" in your respective communities, and to then compare/contrast them across borders. ALA/Oregon, for example, hopes that youth associated with its global partner in Hungary will conduct a similar observational activity. Indeed, this is an excellent activity for young people to take on. If you don't work with youth, we encourage you to recruit some in order to periodically monitor the latest tobacco marketing ploys in your community. The more examples we collect, the better able we will be to paint a global picture of the tobacco industry's tactics -- and to respond promptly to media requests for current tobacco marketing examples from around the world. Read on for an account of a "Rhythm" party, the sixth of the "7 Pleasures of the Casbah." U.S. groups who want to monitor upcoming RJR parties in their own communities should check out the "CASBAH CALENDAR" which follows. MOST MAJOR CITIES AROUND THE U.S. ARE LISTED!
[This article, written by an ALA/Oregon staff member will be published in the September 2001 issue of "Breathing in Oregon."] Each day 3,000 children begin the long addiction to smoking; about 30 each day in Oregon alone. In 1998, the master settlement agreement between the tobacco industry and attorneys generals placed significant marketing restrictions on tobacco companies prohibiting direct advertising aimed at youth. Despite these restrictions, tobacco companies have increased their advertising and promotions targeted at the 18-24 year old group. Bars and nightclubs have become a popular venue for marketing to this population. A majority of the population does not smoke (around 25%), however, the other night when I went to a party hosted by Camel cigarettes, it made me have doubts: maybe everyone does smoke. That is exactly what they wanted me to think. Before I set foot on the sidewalk in front of the Panorama, complete with revolving floodlights reminiscent of a Hollywood premiere, I could smell the strong odor of cigarette smoke drifting out of the club. Camel was throwing its sixth out of seven parties celebrating the Pleasures of the Casbah. These events are taking place all over the country- 700 parties in all in 70 cities. Each party has a theme; the one this night was Rhythm, "mesmerizing hypnotic music". Other themes have included Carnival (circus, Mardi Gras theme), Feast (showcasing middle eastern delicacies), and Spa (complete with massages, pedicures and even an oxygen bar!). Tobacco companies spent $8.24 billion dollars last year on advertising alone, all tax deductible. A small group of us decided to monitor the Casbah party. Three in the group who had attended other Casbahs knew that you could get in free with a pack of Camels on you. Those with the cigarettes were given finger cymbals, like belly dancers wear, to get into the mood. After giving up a $5 cover we were then greeted by a young man in a turban with a tray of seven flavored cigarettes. These flavors, he said, will never be on the market but can be sampled here and also purchased. Some of the flavors available were: TWIST which has a citrus flavor; CREMA has a hint of vanilla; MANDARIN MINT and DARK MINT- this is not a menthol flavor, rather a creamy mint - the selling point was that it supposedly tasted like Girl Scout Thin Mint cookies so they said. Everyone grabbed a cigarette. He does not let you pocket the cigarettes. Instead he lights up each of them for us. I guess this way we fit in since every person in the club was smoking except for the staff. It makes sure that you smoke the cigarette; in many cases it could be your first one adding another person onto their customer list. We continued into the room with the music and party. The first thing I saw was the silhouette of a woman dancing behind a screen. She was wearing a belly dancer outfit. Camel people wait to find out what your choice brand is and take a picture of you drivers license then give you a bag of goodies: two packs of cigarettes, a lighter, compact, thumb cymbals and some advertising for their parties and cigarettes. There is also a chance to win a trip to Las Vegas for the "Ultimate Casbah". One winner is announced at midnight. The music was loud. In addition, there were more belly dancers, break-dancers, go-go girls, as well as cigarette girls walking around for you to purchase their special flavors. A 12-piece drum band came out and played along with a performance by more women. Bouncers were outfitted with earphones, no photography or recording is allowed although Camel staff went around with digital cameras photographing everyone, and television monitors flashed with jumpy avant-garde images. The crowd never did grow very large. Maybe people were getting the idea that smoking was not glamorous. There was more staff at this event than guests. It was a Thursday night, though, and Friday night, Camel was advertising a foam party, "Best attended in your underwear!" Was there no end to these promotions to addict more customers? We left disgusted and smelling from hair to toe of cigarette stench from breathing in all the secondhand smoke. Ed. Note: Even though some of these events sound curious and enticing, there is nothing enticing about emphysema, lung cancer, throat cancer, heart disease, stroke and asthma. Smoking and secondhand smoke is extremely dangerous and communities around the country should be outraged at these sorts of parties. Please call the American Lung Association for more details how you can become involved. Suggestions for Community Education and Outreach * Continue to monitor promotions of this kind as well as other college age parties with fraternities, sororities, and at spring breaks. * Provide educational outreach to local businesses, civic organizations, universities, and non-profit agencies to increase the awareness of these promotions. * Provide public recognition to businesses or venues that make a commitment to not accept tobacco sponsorship or advertising.
Here are the cities listed in the Camel Magazine. This is just a partial listing of the cities participating (There are 70 cities and 700 parties) You can call toll free 866-422-7224 for the party nearest you. Eastern Rochester, NY 8-04-01 @ Pirahna (Masquerade) Central Minneapolis, MN 8-01-01 @ Gay 90's (Masquerade) Mountain Salt Lake City, UT 8-03-01 @ Brick's A Private Club for Members only
(Masquerade) Pacific Seattle, WA 7-26-01 @ Ego (Masquerade) ******************** * The small print reads: FEAST (sensuous foods); ELIXIRS (soul-quenching
libations); SPA (the art of rejuvenation); RHYTHMS (mesmerizing, hypnotic
music); ILLUSIONS (dazzling magic performances); MASQUERADE (the fashion
of intrigue); CARNIVALE (festival of dance, music and |
