Daily Doc: PM, Aug 10, 1994: Duping "YAMS" with Dave


Daily Doc: Duping "YAMS" with Dave


Title: Dave's
PM, Aug 10, 1994
Bates #: 2044829375/9383

June 24, 2000

Philip Morris was faced with a marketing dilemma: the newest generation of nicotine addicts, "Generation Xers," was growing up. Gen X'ers are very conscious of logos and name-brands, especially males (or, as PM refers to them, YAMS - Young Adult Male Smokers). YAMS must have the highest quality and authenticity in everything they buy. The problem is, YAMS are cheap, broke and desperate. How can a Gen-X YAM possibly feel good about smoking (or feel good about himself) when he is relegated to purchasing those cheap, discount cigarettes with staid, generic names like "Basic" and "GPC"? He can't.

In order to win this crowd's business, PM had to make it emotionally easy for Gen-Xers to buy Philip Morris' deeply-discounted cigs. This called for all new imagery, attached to a whole new brand of cigarettes--one made by a cool, young, honest, authentic, trustworthy and hard-working guy (with a pickup truck!) named "Dave."

Get a load of the marketing rhetoric for "Dave's" cigarettes:
YAMS don't feel good about purchasing cigarettes when they have to.

In their heart of hearts, they would like to feel that when they buy a discount brand, it's because they choose to -- not because they happen to be cheap, broke, or desperate.

While speaking to YAMS in their language, Dave further strengthens the emotional connection, trust and belief in his product.
"Emotion, trust, belief!"...And here's the imagery, (which again, is what sells the cigarette):
Dave's Legend

Dave's values -- spontaneous, individualistic, honest, lifesmart, unpretentious, human, fun. Dave's place -- the farm, the barn, the truck, daily life.
(italicized emphasis added)

Watch out, Gen-Xers, Philip Morris is out to get you.


CITATION
Title: Dave's
Type of Document: Brand review
Author: Y&R (Young and Rubicam)
Recipient: Philip Morris
Date: 19940810
Site: Philip Morris tobacco document site
Page Count 9
Bates No. 2044829375/9383
URL: http://www.pmdocs.com/getallimg.asp?DOCID=2044829375/9383
QUOTES
Research on Young Adults - The Coping Generation - Twentysomethings

Research on YAMS [Young Adult Male Smokers] - Key Consumer Learning form Brand X

The very real emotional impact of having to "trade off" or "trade down" each time a consumer reaches for a deep discount cigarette must be offset by communications which create a psychic, emotional reward for the purchase. Make them feel good about their brand choice, not that the only reason for purchasing the brand is because they are "cheap" or "broke." Give them the feeling that they are in the driver's seat -- not the victims of circumstances they find themselves in.

Dave's Positioning Recap --Key Consumer Insight--

In a category that is supposed to be a reward and indulgence, for most YAMS discount cigarettes stand for the antithesis of what smoking is all about. Therefore YAMS don't feel good about purchasing cigarettes when they have to. In their heart of hearts, they would like to feel that when they buy a discount brand, it's because they choose to -- not because they happen to be cheap, broke, or desperate.

Consumer Benefit:

To young male adult smokers, Dave's is the brand choice in discount cigarettes because Dave is an honest individual who they can admire and trust to make a quality smoke.

Reason Why

Dave recognized and empathized with YAMS' personal experiences with discount cigarettes and did something about it -- he made a better one, an "original blend packed tight." While speaking to YAMS in their language, Dave further strengthens the emotional connection, trust and belief in his product.

Dave's Legend

Dave's pride of craftsmanship, personal integrity, commitment. Dave's values -- spontaneous, individualistic, honest, lifesmart, unpretentious, human, fun. Dave's place -- the farm, the barn, the truck, daily life. Celebration, recognition of Dave's grassroots achievement: "One Man Got It Right."

Dave's Foundation Visuals

Box and Dave's logo
Big cigarette
Logo/barn and tobacco field
Fat leaves
Packed tight
Dave's yellow truck


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Anne Landman, Regional Program Coordinator
American Lung Association of Colorado, West Region Office
Grand Junction, CO
(970) 245-2120
afoxland@gj.net
This document's URL is: http://www.tobacco.org/Documents/dd/dddupingyams.html

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