Business Case Studies, Brands & Branding and Private Labels Case Study, Reynolds, RJR

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Brands & Branding and Private Labels Case Study

Case Title:

Stealth Marketing: R.J. Reynolds Targeting Youth

Publication Year : 2006

Authors: Somnath Chakraborty, Bharathi S. Gopal

Industry: Food, Diary and Agriculture Products


Case Code: BBP0039B

Teaching Note: Not Available

Structured Assignment: Not Available

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During April 2006, R. J. Reynolds Tobacco Company launched a new marketing campaign in the US for its brand Camel Wides. The campaign focused on youth. The company faced severe criticism for its campaign in the wake of increased smoking rates among young adults in the US. It was not the first time the company had targeted to children and young adults. RJR faced protests from health analysts and industry observers for its tactics to lure the youth. But at the same time, RJR increased it’s spend on spend on marketing, while its ethical standing continued to be questioned.

Pedagogical Objectives:

  • To understand what is stealth marketing
  • To discuss how stealth marketing was used by R.J.Reynolds.

Keywords : Reynolds, RJR, Brands & Branding Case Study, Tobacco, Cigarette, Youth, children, Under-age, Smoking, Advertising, Health, Ethical, Ban, Restriction, Criticism


  • Background Note
    • Efforts to Control Smoking
  • R. J. Reynolds Tobacco Company (RJR)
  • RJR's History of Targeting Children and Young Audlts
  • Going Forward
  • RJR's Types of Brands

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