-Interpret the problem: Consumers may not have wanted to smoke cigarettes after hearing of the adverse side effects associated with smoking, among them unflattering stains on teeth. The tobacco industry, more specifically in this case, Viceroy brand cigarettes, identified this problem and came up with a revolutionary idea: filters!
-Understand the creative brief: The strategy the industry decided to use was to go straight to the authorities on teeth: dentists. Their thinking may have gone along the lines of “If we get the dentists to endorse our product, the public will think our cigarettes don’t stain their teeth!” Quite a strategy.
-Say it outright: This ad didn’t use any fancy language or confusing graphics. Instead, it gave a concise reasoning of why and how Viceroy Cigarettes “trap” nicotine and tars. An interesting tidbit about how this company “said it outright” is that they added a disclaimer at the bottom of the ad, in much smaller print. So even though “You’ll be glad you did” get Viceroys, note that “no filter can remove all nicotine and tars, nor does Viceroy make this claim”.
-Know your audience: The audience in this case is consumers who don’t particularly trust cigarettes because of potentially adverse side effects. Viceroy’s mission, however, is to make them think that smoking this brand of cigarettes can actually be good for you, since “no tobacco crumbs can get in your mouth” with this filter.
-Write your objective: Consumers will smoke Viceroy Cigarettes because they contain a filter that prevents the adverse side effects the public has complained about.
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