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| Title | Creative Process Meeting |
|---|---|
| Document Date | 19860327 (March 27, 1986) |
| Document Type | Presentation Materials |
| Bates Number |
506214143/4156
|
| Bates Defendant | 506214143/4156 |
| Bates Plaintiff | RJR3944039/4052 |
| Keywords | Advertising , Advertising Campaigns , Attitudes , Beliefs , Marketing , Brand Preferences , Corporate Marketing Strategies |
| Collection | Mangini |
| Pages | 14 |
| Corporation | R.J. Reynolds Tobacco Company |
| Description | Report on a creative process meeting focuses on problems in developing the Winston and Camel advertising campaigns, including: advertising that could be wrongly perceived as being aimed at non smoker or youth, advertising that is too real rather than having an aspirational appeal, advertising is unexciting and literal, advertising that does not have a unique cutting edge versus the brands existing campaign. Meeting concludes that RJR is at a crossroads in developing advertising for Winston, Salem or Camel. Presentation seeks to define business objectives and strategies, potential sources of business, realities of the marketplace, brand assets and liabilities and general recommendations. |
| Litigation Usage | Mangini v. R.J. Reynolds Tobacco Company, Civil Case No. 939359 , |
| Date Added UCSF | 20020709 (July 9, 2002) |
| Date Added Industry | 19981204 (December 4, 1998) |
| TID | kfb72d00 |
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