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A Review of RJ Reynolds' Internal Documents Produced in
Mangini vs. RJ Reynolds Tobacco Company, Civil Number 939359:
The Case that Rid California and the American Landscape of "Joe Camel"


Patrick J. Coughlin and Frank Janacek, Jr.

 
This 1998 report provides an in-depth analysis of the internal documents produced in the Mangini v. RJ Reynolds case; a suit brought by San Francisco attorney, Janet Mangini, challenging RJ Reynolds for targeting minors with its "Joe Camel" advertising campaign.

The full report is available below as a PDF as well as links to the eighty-one (81) documents used as supporting documentation for the report.
 
Mangini v. RJ Reynolds - Full Report    
 
A Review of RJ Reynolds' Internal Documents Produced in Mangini vs. RJ Reynolds Tobacco Company [PDF; 141 pages; 486 KB]

 
Mangini Report - Exhibits    
 
Exhibit Number Document Title Pages
1 (part 1) Presentation to the Board of Directors of RJR Industries (9/30/74)
http://legacy.library.ucsf.edu/tid/pqd49d00
27
1 (part 2) Marketing Objective 1975
http://legacy.library.ucsf.edu/tid/qbl69d00
42
2 "Some Thoughts about New Brands of Cigarettes for the Youth Market" (2/2/73)
http://legacy.library.ucsf.edu/tid/pny62d00
12
3 Mangini v. RJ Reynolds Tobacco Company, 7th Cal. 4th 1057 (1994)
http://legacy.library.ucsf.edu/tid/dyf53a00
18
4 Mangini Settlement Agreement (9/5/97)
http://legacy.library.ucsf.edu/tid/kau34c00
18
5 Camel Advertising Development "White Paper" (1986)
http://legacy.library.ucsf.edu/tid/ffb72d00
10
6 "Planning Assumptions and Forecast for the Period 1977-1986+" (5/17/76)
http://legacy.library.ucsf.edu/tid/agj69d00
20
7 "Planning Assumptions and Forecast for the Period 1978-1987+" (3/21/77)
http://legacy.library.ucsf.edu/tid/iri89d00
24
8 Meeting notes: "Cigarette Product Formulation" (4/12/73)
http://legacy.library.ucsf.edu/tid/jtp89d00
6
9 Letter re: "Study of Attitudes Toward Cigarette Smoking Among High School Students" (3/14/58)
http://legacy.library.ucsf.edu/tid/dcd59d00
2
10 Letter re: "Plan for Consumer Research on Cigarette Smoking, 1964" from William Esty Co. (1/16/64)
http://legacy.library.ucsf.edu/tid/asy62d00
3
11 Letter re: "Preliminary Cigarette Findings from April 1971 Screening" from William Esty Co. (7/2/71)
http://legacy.library.ucsf.edu/tid/ujy62d00
2
12 Proposal: "Originals for Turk Test Market" presented to RJR (5/4/73)
http://legacy.library.ucsf.edu/tid/hbn69d00
23
13 "Recommendation to Expand 'Meet the Turk' Ad Campaign" (1/23/75)
http://legacy.library.ucsf.edu/tid/unx62d00
1
14 (part 1) "Smokers Screening - April 1976 Profile (14-17)" conducted by National Family Opinion (NFO)(9/7/76)
http://legacy.library.ucsf.edu/tid/bvh49d00
152
14 (part 2) "Smokers Screening - April 1976 Profile (14-17)" conducted by National Family Opinion (NFO)(9/7/76)
http://legacy.library.ucsf.edu/tid/umx62d00
64
15 "Smokers Screening Cigarette Switching Matrix (14-17)" conducted by National Family Opinion (NFO)(10/75)
http://legacy.library.ucsf.edu/tid/arp79d00
65
16 "Share of Smokers by Age Group" (10/30/75)
http://legacy.library.ucsf.edu/tid/hwx62d00
5
17 "Teenage Smokers (14-17) and new Adult Smokers and Quitters" (2/1/80)
http://legacy.library.ucsf.edu/tid/fak69d00
10
18 "Teenage Smokers (14-17) and new Adult Smokers and quitters" (2/4/80)
http://legacy.library.ucsf.edu/tid/eak69d00
2
19 "Teenage Smokers (14-17) and New Adult Smokers and Quitters" (7/9/80)
http://legacy.library.ucsf.edu/tid/fht49d00
13
Exhibit Number Document Title Pages
20 (part 1) "Teenage Smokers (14-17) and New Adult Smokers and Quitters" (7/18/80)
http://legacy.library.ucsf.edu/tid/spj69d00
1
20 (part 2) "Teenage Smokers (14-17) and New Adult Smokers and Quitters" (7/18/80)
http://legacy.library.ucsf.edu/tid/eeh69d00
13
21 "Addendum for Report 'Teenage Smokers (14-17) and New Adult Smokers and Quitters' " (7/31/80)
http://legacy.library.ucsf.edu/tid/heh69d00
3
22 "Teenage Smokers (14-17) and New Adult Smokers and Quitters" (10/29/80)
http://legacy.library.ucsf.edu/tid/bht49d00
17
23 "Teenage Smokers (14-17) and New Adult Smokers and Quitters" (11/14/80)
http://legacy.library.ucsf.edu/tid/ttg39d00
1
24 Report: "Summary of Decisions made in MRD [Marketing Research Department] - (1971)
http://legacy.library.ucsf.edu/tid/wyw79d00
4
25 "Teenage Smoking Incidence and Consumption" (3/25/82)
http://legacy.library.ucsf.edu/tid/nak95d00
1
26 "MDD [Marketing Development Department] Report on Teenage Smokers (14-17)" (7/22/80)
http://legacy.library.ucsf.edu/tid/xwn93d00
1
27 Report: "Cigarette Brand Preferences among Teenage Smokers" (7/21/93)
http://legacy.library.ucsf.edu/tid/amf13d00
6
28 Letter re: Camel underage market data (3/16/92)
http://legacy.library.ucsf.edu/tid/sog43d00
2
29 "What Causes Smokers to Select Their First Brand" authored by William Esty Company, Inc. (1974)
http://legacy.library.ucsf.edu/tid/vcc59d00
6
30 Report: "What Causes Smokers to Select Their First Brand of Cigarette?" (7/3/74)
http://legacy.library.ucsf.edu/tid/agv29d00
6
31 "Estimated Change in Industry Trend Following Federal Excise Tax Increase" (9/20/82)
http://legacy.library.ucsf.edu/tid/ejn29d00
4
32 Strategic Research Report: "Younger Adult Smokers: Strategies and Opportunities" (2/29/84)
http://legacy.library.ucsf.edu/tid/aey52d00
95
33 Presentation: "Younger Adult Smoker Opportunity" (1984)
http://legacy.library.ucsf.edu/tid/mnt44d00
60
34 "Younger Adult Smoker Opportunity Analysis - New Brands" (9/29/80)
http://legacy.library.ucsf.edu/tid/pfl49d00
2
Exhibit Number Document Title Pages
35 Presentation: "Younger Adult Smokers" (1987)
http://legacy.library.ucsf.edu/tid/cbn54d00
64
36 "Younger Adult Smokers - Terminology" (9/11/80)
http://legacy.library.ucsf.edu/tid/zea68d00
1
37 Handwritten notes: brand marketing (5/9/89)
http://legacy.library.ucsf.edu/tid/wkj28c00
10
38 "Aging 18 Year Old Smokers into NFO Panel Data" (12/8/81)
http://legacy.library.ucsf.edu/tid/uck95d00
3
39 Letter re: "AGEMIX" development (7/8/82)
http://legacy.library.ucsf.edu/tid/okr68d00
2
40 Report: "R.J. Reynolds Cigarette Industry Volume Forecasting System" (undated)
http://legacy.library.ucsf.edu/tid/yum78d00
6
41 "Project LF Potential Year 1 Marketing Strategy" (10/15/97)
http://legacy.library.ucsf.edu/tid/ofd94d00
2
42 Report: " Key Issues - Position Papers"(undated)
http://legacy.library.ucsf.edu/tid/qwt79d00
66
43 Draft: "Smoking and Youth" (9/25/89)
http://legacy.library.ucsf.edu/tid/jzd24d00
5
44 "Anti-Smoking Advertising" (undated)
http://legacy.library.ucsf.edu/tid/kpt14d00
9
45 " 'Funny' French Camel Design" (3/5/85)
http://legacy.library.ucsf.edu/tid/yrj44d00
1
46 "French Camel Filter Ad" (2/7/74)
http://legacy.library.ucsf.edu/tid/oal19d00
1
47 RJRT France "Funny Camel" Program (12/17/79)
http://legacy.library.ucsf.edu/tid/mlj85d00
1
48 Research planning memorandum: "The Nature of the Tobacco Business and the Crucial Role of Nicotine Therein" (4/14/72)
http://legacy.library.ucsf.edu/tid/brr59d00
9
49 Advertising report: "Cigarettes Designed for Beginning Smokers" (6/11/74)
http://legacy.library.ucsf.edu/tid/yey49d00
3
Exhibit Number Document Title Pages
50 Marketing research report: "Camel Younger Adult Smoker Focus Groups" (2/1/85)
http://legacy.library.ucsf.edu/tid/sli65d00
21
51 "Youth Target 1987" report prepared by the Creative Research Group (1987)
http://legacy.library.ucsf.edu/tid/nah33d00
80
52 Report re: "RJR-Macdonald Inc. Vantage 1980 Media Plan" authored by Ogilvy & Mather (9/12/79, revised 11/5/79)
Currently no pURL associated with this document.
59
53 Report re: "RJR-Macdonald Inc. Vantage 1980 Media Plan" authored by Ogilvy & Mather (9/12/79, revised 2/20/80)
Currently no pURL associated with this document.
74
54 "Export Family Strategy Document" (3/22/82)
Currently no pURL associated with this document.
36
55 Presentation: "Are Younger Adult Smokers Important?" (mid-1980s)
http://legacy.library.ucsf.edu/tid/ecl24d00
75
56 "Group Sociability Positioning Discussions - October 28 in Winston-Salem" (11/9/82)
http://legacy.library.ucsf.edu/tid/txs49d00
3
57 "Camel Advertising Overview" authored by Young & Rubicam (12/4/80)
http://legacy.library.ucsf.edu/tid/mhn24d00
16
58 "Camel New Advertising Campaign Development" (3/12/86)
http://legacy.library.ucsf.edu/tid/pil75d00
5
59 "Camel Creative Exploratory Focus Groups" from Young & Rubicam (11/27/89)
http://legacy.library.ucsf.edu/tid/reh54d00
4
60 Proposal: "Tapping into the Next Generation" from Flanigan Enterprises to RJR (12/9/88)
http://legacy.library.ucsf.edu/tid/ndr13d00
3
61 Executive Summary - "Operating in a Restricted Environment" (early 1990s)
http://legacy.library.ucsf.edu/tid/tms14d00
13
62 "Permanent Younger Adult OOH Plan" (undated)
http://legacy.library.ucsf.edu/tid/sdg54d00
8
63 Young Adult Market (1/10/90)
http://legacy.library.ucsf.edu/tid/tmp14d00
1
64 "Corrective Action dated April 11, 1990" (5/1/90)
http://legacy.library.ucsf.edu/tid/aeu92d00
3
Exhibit Number Document Title Pages
65 "Young Adult Market Account Grouping" from R.G. Warlick to All Area Sales Reps (4/5/90)
http://legacy.library.ucsf.edu/tid/iow28c00
2
66 "13-30 Corporation R.J. Reynolds Session" (6/29/83)
http://legacy.library.ucsf.edu/tid/kcc69d00
31
67 "Suggestion" from James Craver to F.M. Lackamy (10/9/89)
http://legacy.library.ucsf.edu/tid/kjm28c00
1
68 "CAMEL BRAND - a Targeted Marketing Opportunity" (11/28/90)
http://legacy.library.ucsf.edu/tid/qaw73d00
5
69 "CAMEL BRAND Promotion Opportunities" from Total Marketing (5/4/90)
http://legacy.library.ucsf.edu/tid/raw73d00
25
70 "NBER Models of Price Sensitivity by Age/Sex" (10/6/82)
http://legacy.library.ucsf.edu/tid/ttc49d00
10
71 "Price Elasticity among Younger Adult Smokers&guot; (9/20/82)
http://legacy.library.ucsf.edu/tid/kyr89d00
1
72 "Diez & Seis Fiesta" (1989)
http://legacy.library.ucsf.edu/tid/zul24d00
5
73 "A Study of Ethnic Markets" (9/69)
http://legacy.library.ucsf.edu/tid/kkn29d00
240
74 (part 1) "Smooth Move Tips" from Trone Advertising Inc. (undated)
http://legacy.library.ucsf.edu/tid/qhh44d00
1
74 (part 2) "Smooth Move Tips" from Trone Advertising Inc. (undated)
http://legacy.library.ucsf.edu/tid/rhh44d00
2
75 "Idea Generation" (7/12/82)
http://legacy.library.ucsf.edu/tid/oth95d00
4
76 "Camel's 75th Anniversary (8/24/87)
http://legacy.library.ucsf.edu/tid/qww28c00
1
77 "1989 Marketing Plan" (1989)
http://legacy.library.ucsf.edu/tid/agl44d00
10
78 Camel Merchandising Proposal (undated)
http://legacy.library.ucsf.edu/tid/rrd44d00
18
79 (part 1) "Advertising Character and Slogan Survey (11/93)
http://legacy.library.ucsf.edu/tid/fqh33d00
40
79 (part 2) "Advertising Character and Slogan Survey (11/93)
http://legacy.library.ucsf.edu/tid/gqh33d00
13
80 Original unedited version of "Advertising Character and Slogan Survey" (11/93)
http://legacy.library.ucsf.edu/tid/kle13d00
39
81 Letter re: confirmation that no tobacco company conducted any research "Directed at Children" from the Tobacco Institute to the Chairman of the subcommittee on Health & the Environment (3/6/78)
http://legacy.library.ucsf.edu/tid/uko59d00
1
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