Category: Tobacco documents

The Activism Behind CVS’s Cigarette Announcement

CVS touts its apparent new-found interest in people's health

CVS touts its apparent new-found interest in people’s health

CVS Drugstores announced this week that they are finally acting on information the rest of us have known for fifty years: they’re going to stop selling cigarettes because they are addictive and deadly. On February 5, 2014 CVS announced that it would end cigarette sales at its 7,600 stores nationwide by October 1. What CVS didn’t mention was the grassroots efforts behind this move, including the relentless driving force of a human being, Dr. Terence A. Gerace, who carried out an almost four year-long, single-focus, one-man campaign to push CVS to stop selling cigarettes. Dr. Gerace started his campaign in earnest on May 20, 2010. Over the years it has included a web site containing a log and description of every single one of the days he personally stood protesting in front of a busy CVS store in a prominent part of Washington, D.C., a “CVS Sells Poison” Facebook page, a “CVS Sells Poison” YouTube song and video, almost 170 days of personal protest in all kinds of weather at the Washington, D.C. store and some imaginative, hand-made iterations of what Terry though CVS ads could look like if the chain finally went cigarette-free. To his credit, though, Dr. Gerace has turned down offers of publicity for himself now that CVS has finally agreed to stop selling cigarettes, saying the focus should be on the change, and for that he deserves a gold medal.

Some communities understand that it is wrong for pharmacies, which market themselves as interested in peoples’ health, to sell cigarettes. A few enlightened U.S. cities, including San Francisco, Richmond, California, Boston and about 80 other cities in Massachusetts now have ordinances banning pharmacies from selling cigarettes. Canada prohibits pharmacies from selling cigarettes and so does the United Kingdom. In Europe, pharmacies do not sell cigarettes.

For decades the tobacco industry has protected the big national chain drug stores against lawsuits brought by people who were sickened by cigarettes bought at their stores through contracts that indemnify the stores against such legal action. After all, the pharmacies know they are selling a deadly product but keep doing it, to the cigarette makers’ great financial advantage. CVS had many such protective contracts with cigarette companies. To see the contracts tobacco companies held with any drug chain, just go to the Legacy Tobacco Documents Library online and enter the search term “indemnify and hold harmless” along with the name of any major drug store chain you like to shop at, like Walgreens, CVS, Rite Aid, etc. They’re all there, demonstrating that these stores know they are selling a deadly product and choose to do it anyway.

Now that CVS has decided to stop selling cigarettes, the only question left in people’s minds is no longer which national chain drug store will be the first to stop selling cigarettes. It’s which one will be the last.

Philip Morris on the First Surgeon Generals Report in 1964

George Weissman was Chairman and CEO of Philip Morris 1964

George Weissman was Chairman and CEO of Philip Morris 1964

January, 2014 marks the 50th anniversary of the publication of the first U.S. Surgeon General’s report on smoking and health in 1964. The report was America’s first widely publicized, official recognition that cigarette smoking causes cancer and other serious diseases.

How did the tobacco industry react to that first report?

Barely three weeks after the Surgeon General issued the first Report on Smoking and Health to the public on January 11, 1964, George Weissman, President of the Philip Morris Tobacco Company (PM), sent this 3-page, confidential memo to Joseph Cullman III, PM’s Chair and Chief Executive Officer, on January 29, 1964. The memo reveals PM’s internal reaction to the report.

Weissman refers to the Surgeon General’s Report as a “propaganda blast” and launches into a list of ideas about how the industry can counteract it.  He suggests that the industry “take the initiative in securing a mild federal labeling act to thwart the efforts of the various states” to require health warning labels on cigarettes.

Weissman also suggests the industry work clandestinely to make fun of the Surgeon General’s health concerns, saying:

“While it should not be done in the industry’s name, someone ought to be contacting all the cartoonists, television gag writers, satirical reviews, etc., to apply the light touch to this question…”

An Example of How Professors Became Whores for Industry

In this 1993 application for grant funding, Professor David M. Warburton of the University of Reading in the United Kingdom asks cigarette maker Philip Morris (PM) for £32,000 to perform a study on the human use of legal substances, like alcohol, caffeine, chocolate, food, tea and tobacco.  Warburton told PM he believed the outcome of the study would “show that it is the total abstainer from substance use who is abnormal.”  Philip Morris had previously funded Warburton from 1991-93 in the amount of $250,000.  Warburton also organized and implemented the tobacco industry-funded front group “Associates for Research in Substance Enjoyment” (ARISE). ARISE “scientists” toured Europe between 1988 and 1997 promoting the idea that smoking was good for people and actually boosted immunity and extended life because it relieved stress and people enjoyed it. Several tobacco companies including Philip Morris and British American Tobacco funded the group secretly at arm’s length, and operated it through a UK-based PR firm which formed a “secretariat” to administer the group — a business structure that made it difficult to uncover the group’s funding.

In 2001, after ARISE had run its course, Professor Warburton (apparently in need of more funding) released a study showing that people are intimidated by television chefs, whom he said elevate pressure on average people to produce excellent dishes at dinner parties. These fears were causing a new syndrome to emerge, that Professor Warburton called “Kitchen Performance Anxiety” (KPA).  The physical symptoms of KPA, according to Warburton, included mental blocks during cooking, a rapid heart rate, difficulty in breathing, nausea, and headaches.  Warburton concluded that KPA was causing fewer people to hold dinner parties.  BBC actually did a news report on KPA that highlighted the following comment from Prof. Warburton: “It is interesting that many guests don’t expect perfect food and would prefer that their host or hostess concentrated on good company and wine.” The “study” Warburton performed in which he discovered Kitchen Performance Anxiety was commissioned by the makers of the Piat d’Or wine. See the BBC report on KPA here. Professor Warburton is now an emeritus at the University of Reading, which promotes itself as among the top 1 percent of universities worldwide.

Worms and Bugs in Cigarettes

Cigarette beetles measure only 2-3 mm and thrive in the warm, humid conditions in which cigarettes are stored.

Cigarette beetles measure only 2-3 mm and thrive in the warm, humid conditions in which cigarettes are stored.

As an agricultural product, tobacco is fairly unclean and can be full of surprises. You can wash fruits and vegetables before you eat them, but you can’t wash off your cigarettes before you smoke them. Smokers have blissfully little information about the weird things that can find their way into cigarettes, at least until some of them come crawling out.

If you want to do something fun, go to the the Legacy Tobacco Documents Library and search on the words “worms complaints” and “bugs complaints.” The search on “worms complaints” alone returns over 1,300 documents. The results of these searches are always interesting. For example, one customer wrote to the R.J. Reynolds Tobacco Company (RJR) complaining that “These cigarettes are full of worms.”  An RJR internal memo says worms and bugs in cigarettes was the #3 complaint to RJR in 1983. In another, rather calm handwritten letter, a smoker tells RJR that he “noticed a parade of bugs” streaming out of his newly-purchased pack of Doral full-flavored cigarettes. The customer wrote,

“…as the pack lay on my table, I suddenly noticed a parade of bugs exiting the pack. They resembled an ant with pincer claws…What was up with that?”

An alarmed smoker wrote to RJR in 1996 to say she found find live bugs crawling out of her cigarette filters. She wrote,

“I am very concerned and devistated [sic] over the fact that I smoked these bugs. I am also afraid and sickened that these bugs are crawling out of the filters and I may have ingested them.”

The customer then told RJR that she fumigated her home after finding bugs crawling out of her cigarette pack, and expressed her displeasure at the cavalier manner in which she believes the company handled her complaint. The customer was actually upset to find that R.J. Reynolds was so unconcerned about her health:

“I am very concerned if there are any dangers from smoking or injesting [sic] these bugs… I am very upset on how this issue was handled through your so called supervisors. They showed no concern when I explained that these bugs could be in my house and in my body. You would think that they would put a rush on this situation but I was told it would take 2 weeks to receive the mailer [to return the cigarettes to the factory] and 5 weeks to examine the cigarettes. There were no concerns that this could be a health risk to me and my family.”

These are among the many letters that appear in the tobacco industry’s document files from smokers complaining that they found worms, bugs and bug larvae in their cigarettes and expressing concern about ingesting them.

R.J. Reynolds Puts Cigarette “Pilferage in Perspective”

Equation from RJR documents shows retailers could make more money if they let cigarettes be stolen than by preventing theft by locking them up.

Equation on page -9000 of RJR marketing document shows retailers could make more money if they let cigarettes be stolen than by preventing theft by locking them up.

In September, 1985 ,R. J. Reynolds created a sales presentation about shoplifting called “Pilferage in Perspective,” to try and talk retailers out of the “knee jerk reaction” of moving their cigarettes out of reach of customers in response to high rates of pilferage. The document shows how, in most cases, retailers could make a bigger profit if they let their cigarettes be stolen, due to the industry-paid “placement,” “merchandising” or “slotting fees.” Tobacco companies paid these fees, which were often sizable, to retailers in exchange for placing self-service cigarette displays in specific locations in stores like  in front of the cash register, below counter level or adjacent to displays containing candy and toys. The displays were often required to be kept in locations that made it difficult for clerks to oversee them and limit shoplifting from them. Many clerks expressed profound frustration with the arrangement, since they were often held responsible for  stolen merchandise. The RJR document contains equations that demonstrate for retailers how their slotting fees more than offset their loss from theft.  

Philip Morris’ Secret “Ninja Program” (1991)

ninjaIn this 1991 outline, Karen Daragan, Administrator of Media Affairs for Philip Morris USA, describes PM’s secret “Ninja Program,” in which PM recruited individual smokers across the country to act as seemingly independent media spokespeople who would oppose smoking restrictions and cigarette taxes.  Daragan described the rationale for the program:

“Smokers can respond better than we can to these zealots’ positions on smoking restrictions and excessive taxation. Basically, we can get them [smokers] to deliver our messages for us and it works beautifully because they don’t represent big bad tobacco co[mpany], have more credibility [and] can relate to the public better and talk about issues that are affecting them rather than have us talk for them like we did in the past. But they can also go a step beyond. They can…get the antis reacting to them which puts the antis on the defensive for a change.”

Daragan calls PM’s Ninja Program “a proactive media relations tool for us,” and describes how PM’s method of recruiting smokers as spokespeople differs from those of other cigarette companies:

 “We don’t manage smokers rights clubs and organize meetings like our competitors do. What we do is go out and find the most articulate and devoted activists. We call them our ninjas. We feed them with our most powerful information and arguments, media train them and then have our public relations agency go out and pitch stories and set up interviews for them…”

She continues, describing how PM finds their ninjas:

“Right now we have about 30 trained media ninjas across the country…We find them through correspondence with PM, through phone surveys and written surveys among the 12 million people on our database, through word of mouth, LTE’s, and visible activists among the already existing smokers rights clubs across the states.”

PM instructed its “ninjas” to carry specific, corporate-defined messages to the media: “accommodation,” civil liberties, fairness and self-determination.

Source: 1991 Philip Morris report/outline, Bates No. 2078755208/5213

 

Grand Junction Citizens Continue to Pressure Brainard to Resign

Photo credit: KREX-TV, Grand Junction

Photo credit: KREX-TV, Grand Junction

The saga of embattled city councilman-elect Rick Brainard continues to unfold in Grand Junction, Colorado as citizens continue to pressure Brainard to resign his seat on City Council. Brainard, 51, won election to the Grand Junction City Council on April 2, but on April 6 was arrested on charges of third degree assault and harassment after admitting to hitting his live-in girlfriend in the face in a domestic dispute. Brainard said in a police affidavit that he struck his girlfriend because she “needed to shut her mouth.” His remarks have drawn the ire of the community. Most of the sitting city council members signed a resolution calling on Mr. Brainard to resign his seat. The local paper, the Grand Junction Daily Sentinel, endorsed Brainard prior to his election, but rescinded its endorsement and published an editorial calling on him to reject his seat on Council. The Grand Junction Area Chamber of Commerce also endorsed Brainard for office, but has so far refused to pull their support for him, saying he is “entitled to due process.” Brainard served on the Chamber’s board. Mr. Brainard so far has vowed to take his seat on Council despite the furor.  He is scheduled to be sworn into office on May 6, coincidentally the same day that he is supposed to make his first court appearance in his assault case.

Anti-Tobacco Activist Patrick Reynolds’ Epic Fail

A concept drawing of Patrick Reynolds' cartoon "Buck Dromedarian," a "Deep Space Camel" aimed at helping prevent youth smoking while making the R.J. Reynolds Tobacco Company look like a good guy.

Anti-tobacco activist Patrick Reynolds’ concept drawing of “Buck Dromedarian,” the “Deep Space Camel” character, from his pitch to the R.J. Reynolds Tobacco Company.

On November 2, 1995 prominent anti-tobacco activist Patrick Cleveland Reynolds, the grandson of Richard Joshua Reynolds, Jr. (founder of the R.J. Reynolds Tobacco Company) presented this creative but shockingly misguided public relations proposal to the R.J. Reynolds Tobacco Company (RJR) as a way to help the cigarette maker build goodwill with the public while presumably padding his own pocket. The proposal, which Patrick eponymously titled “Project PR,” suggested that RJR use a set of cartoon characters that Patrick had created to teach kids not to smoke.  The characters, “Buck Dromedarian and the Deep Space Camels” were half-human, half-camel space aliens who hailed from the planet Dromedarius in the galaxy Humpus. Patrick helpfully suggested that, if RJR desired, Buck could even interact with RJR’s Joe Camel character in ads promoting the cartoons.  Patrick suggested RJR license his characters for use on products that would appeal to children, like toys, music videos, trading cards, stuffed animals, T-shirts, video games, films, a TV series and live appearances. Patrick even proposed that RJR send him (yes, himself, Patrick) on a world tour featuring himself in live appearances at shopping malls and schools in the U.S., Europe and the Far East. Patrick further proposed that he himself be featured in the cartoon, interacting with his space camels.

On page 13 of the proposal to RJR Patrick helpfully suggested (in the third person voice):

“Tobacco executives will not be portrayed as bad guys; if RJR prefers, those characters could be omitted from the script.  Patrick Reynolds would, given his preferences, like to put some blame in the stories on the world’s politicians for failing to stop kids from buying cigarettes. In this way, blame could be deflected to where it really belongs…”

and

“…The more open the RJR team can be, the more popular Buck comics and TV series will of course be with teens — and the more RJR will be trusted and liked as the ‘good’ tobacco company…”

Patrick Reynolds

Patrick Reynolds

Patrick presented this dubious proposal in person to Guy Blynn, RJR’s Vice President & Deputy General Counsel.  Handwritten notes on the first page, presumably by Blynn, say “Seed money: $250,000,” “Target age group? and “People in health community … think a good idea?”

This is an example of how a well-meaning but unsophisticated tobacco control advocate, acting in isolation, can over-reach.

The entire text of the proposal makes for quite entertaining reading.

Source: The Works: Project PR, by Patrick Reynolds, November 2, 1995 from the Legacy Tobacco Documents Library

 

How Cigarettes Get Into Movies

Cigarette case promoting the movie "Big Top Pee Wee" (1988), holds 16 regular or 100 mm cigarettes. Still available at Amazon.com

Cigarette case promoting the movie “Big Top Pee Wee” (1988), holds 16 regular or 100 mm cigarettes. Still available at Amazon.com

A 412-page “movie memo” from UPP Entertainment Marketing in North Hollywood, California, dated 1990, lists feature films into which American Tobacco Company cigarettes were injected, or were attempted to be injected, into the plot, or in which cigarettes were placed as “set dressing.” Examples: “Pall Mall, Carlton and Lucky Strike cigarettes will be used as set dressing in a Mini Mart in Comstock,” “We provided LUCKY STRIKE cigarettes for Kathleen. The cigarettes have been established as her brand, and she will be smoking them throughout the film. The exposure for THE AMERICAN TOBACCO CO. should be great.”

The document lists many significant family films in which cigarettes were placed or attempted to be placed, including “Big Top Pee Wee” starring Pee Wee Herman, “Ghostbusters II” starring Dan Aykroid and Bill Murray, “Christmas Vacation” with Chevy Chase, “Look Who’s Talking Too” with Kirstie Alley and John Travolta, “Ghost,” starring Demi Moore, Patrick Swayze, “Bill and Ted’s Excellent Adventure, “Big” starring Tom Hanks, and many more. A memo discussing the film “Clean and Sober,” a film about a man who checks himself into a detox center, says “Lucky Strike, Pall Mall and Carlton were given for use by Charlie and many other patients in the detox center.”

Philip Morris’ “Qualitative Image Study Saudi Arabia”

Screen shot 2013-03-12 at 11.11.54 PM Screen shot 2013-03-12 at 11.12.09 PMThis 1993 Philip Morris marketing research report evaluates Marlboro advertising to find ways to make the imagery more appealing to young Saudi Arabian men. The idea was to find out what emotional, psychological and cultural needs and values young male Saudis have, and then determine how PM could exploit these in their cigarette advertising. Page 39 of the document (Bates No. 2501055413) reports on reactions of Saudi men to a Marlboro ad that depicted three cowboys leaning on a fence and talking. The middle cowboy held a coiled rope in his hand.  The report says, “Values disliked [about this ad] were…the ropes, which gave uncomfortable feeling — ropes are used to bind people and hang them in Saudi Arabia.” In many places, the report generalizes about Saudi men’s tendencies toward violence, in one place noting “the private face of violence noted in the Arab personality.” Another passage in this vein reads,

“There is a strong thread of violence just below the surface of the Arab personality, linked to ideas of vengeance and the protection of property (including women) but there is at the same time a desire to suppress this in favour of the more acceptable public face of masculinity, which is more calm and controlled.”

The report defines values of Saudi men:

“The aspiration for them is very definitely to have friends who have status and wealth – and especially a big car.  Belonging to such a peer group, even if you do not personally have the wealth, enables you to enjoy the reflected status.  Cigarettes it seems are often shared, and within the peer group there is also pressure to smoke the same brand…”

A brief discussion of smoking and health in the report reveals that a belief existed among Saudi men that certain types of cigarettes were “healthier” than others, and indicates that Saudi smokers may, at that time, have lacked key information about smoking and health in general:

“There is ample evidence that smoking is regarded [among Saudis] as harmful, although this was not expressed directly, it was indirectly through the description of the personality of brands…For Marlboro Red smokers, if you smoke a light cigarette, then you are not strong/healthy enough to be able to smoke a strong cigarette.  For Marlboro Lights smokers, if you smoke a strong cigarette, then you are stupid, ignorant.”

While it is not surprising that a corporation would do this type of research in an effort to tailor its advertising to appeal to foreign cultures, by the time this document was written (1993) tobacco use had already long been labeled by authorities worldwide as a major public health problem.  Despite this, PM continued to emphasize spreading the use of tobacco in foreign countries, as well as in the U.S.  It is also interesting to see how American cigarette companies scrutinize foreign cultures from a marketing standpoint, to pinpoint the emotional and psychological needs and held by people of these cultures to find ways of better exploiting them.

Source:  Qualitative Image Study: Saudi Arabia, Legacy Tobacco Documents Library, Philip Morris collection, Bates No. 2501055375/5464

Brown & Williamson Young Adult Male Creative: “Roger Rhu”

henpeckedThis 1987 Brown & Williamson marketing memo recommends a theme for an advertising campaign to sell a new brand of cigarettes to young adult, blue-collar males who are stuck in boring, repetitive union jobs.  A disdainful concept of the blue collar worker pervades the piece, and forms a theme that is repeated throughout.

The proposal reads:

“Roger Rhu…is depicted as the outdoorsman. The fresh-water fisherman of mid-America and the prototypical blue-collar, larder-enhancing sport hunter. Primary images show him on location in the early morning, backgrounded by chums.  Accompanied by hounds, sometimes in, on or near his old ‘pick up,’ in the mist or midst of primeval America, readying for, or resting after, pursuit of his quarry.”

When not in the field, “Roger Rhu” would tie flies, clean his weapons, pan-fry steelheads (fish) and “show the taxidermists a thing or two.”

Documents Show Philip Morris Yielded to Scientific Blackmail

This tobacco industry document from the Philip Morris collection is a translation of a letter written by a German scientist named Dietrich Schmaehl, who was performing biological research for Philip Morris in 1979 in a quest to find a “safer cigarette.” Schmaehl was doing experiments to determine the carcinogenic effect of the smoke condensates, so-called “tar,” from specific brands of cigarettes.  Philip Morris performed such research overseas to help prevent any findings from being discoverable in American courts.

Philip Morris had threatened to cut off funding for Schmaehl’s research.  After finding this out, Schmael wrote to PM consulting scientist Dr. Franz Adlkofer (presumably his boss), saying, “In our conversation it was argued that the Industry could not support such experiments since this might prove that the previously manufactured products have a carcinogenic effect and that such experiments could especially not be supported because they would be financed with Industry funds.  I am totally unable to follow these arguments.”

In no uncertain terms, Schmaehl threatened that if his funding was cut off, he would continue performing the investigations on his own and publish the results, naming the brands (currently on the market) that he used in the experiments:

“I want to tell you again that in case this project . . . is refused support by the Industry, I will carry out such investigations in my Institute on my own account; in that case I will, in my publication of this work, call a ‘spade a spade’; this means I will name the brands currently on the market which were used to prepare the smoke condensates.”

A related internal memo about Schmael’s letter from Alexander Holtzman, PM’s Assistant General Counsel, to Thomas Osdene, PM’s Director of Research, shows that PM clearly considered Schmaehl’s threats blackmail, but decided to fund his work anyway to keep him quiet.  Holtzman says,  “I do feel that this letter is tantamount to blackmail by Schmaehl. I am very much afraid that unless financial support be provided to Schmaehl he will chastise the industry.”

Main Source: Letter, (Author: Schmael) October 12, 1979, Philip Morris Bates No. 2016000963/0964A

 

Corporate America’s “Echo Chamber Approach” to Lobbying

echo-chamberA 1998 internal Philip Morris memo, written by John Scruggs of Philip Morris Management Corporation’s Federal Government Affairs (lobbying) Office, describes a key public relations/lobbying technique that corporations use to dominate virtually the entire decisionmaking environment in which legislators operate.  Scruggs calls it the “Echo Chamber Approach to Advocacy.” It involves making a corporation’s chosen message, or slight variations of this message, emanate from virtually every major source that can influence legislators’ decisionmaking: constituents, colleagues, opinion leaders, local and national media like TV, radio, newspapers, fundraisers, advertising, etc.  Scruggs says “…[T]his repetition, or ‘piling on’ approach works” because the message emanates from those who have ” ‘the greatest degree of credibility’ with the legislator.” This memo was created by Philip Morris in the 1990s, but since then, due to the cigarette industry’s pioneering reputation of success at influencing legislators, the technique has doubtless spread and is now likely in use by many more corporations and industries.

R.J. Reynolds’ Doral Trucker Program: Get a Free Smokin’ Joe Condom

TruckerSmoking

Trucker drivers have a far higher smoking rate than the general population, making them a prized target for tobacco companies.

In 1996, R.J. Reynolds noted that the smoking incidence among professional truck drivers was a whopping 76%, and sought to capitalize on that fact. The document noted below this post, “Doral Trucker Program Rolling Rolling Rolling,” lists ideas for promoting Doral cigarettes to truckers. Ideas included tying product and service giveaways into frequent fueler programs, providing a truckers with a roadside assistance program and providing purchase incentives like “Buy 1 Carton, Get a Free Truck Wash,” “Buy 2 Packs, Get a Free Hula Girl Air Freshener,” “Buy 2 packs and Get a Free Smokin’ Joe Condom.” Other promotional ideas included arranging for a date with an actress from Hee Haw (a 1960s-1970s TV variety show set a fictional rural southern county called Kornfield Kounty and featuring country music) or giving away a “rubber trucker companion doll.”

Source: Doral Trucker Program Rolling Rolling Rolling, 1996, R.J. Reynolds document collection, Legacy Tobacco Documents Library

R.J. Reynolds Brainstorming Document Targets Younger Smokers

teen-smoking

Teen smokers light up

A 7-page, 1985 brainstorming document from the R.J. Reynolds collection lists ideas about how to market RJR’s flagship brand Camel cigarettes to young people who usually smoke the rival brand Marlboro. A cautionary note on the front page warns, “PLEASE NOTE: the following ideas were generated in an unstructured idea generation session. They have not been evaluated with regard to legal issues, marketing feasibility or cost considerations.” And how.  Some of the ideas listed are pretty wacky, and include having coupons for on-pack contests for the following items thought to appeal to younger smokers:

— Beer
— Clearasil
— Dinner with Eddie Murphy
— Trip won by parents of FUBYAS [“First Usual Brand Younger Adult Smokers”] that gets parents out of town for FUBYAS party (includes cleaning crew and extra refrigerator).
— Catchy, slightly lewd T-shirts (“Wanna hump?”)
— Late show admission with week’s worth of CAMEL packs.
— CAMEL courtesy bus at beach – to and from bars.
— Survival kit (what to do when arrested, etc.)
–“Pay” peer leaders to smoke brand.
— Free nose rings
— Free car insurance

Other ideas include developing a new dance called The Hump, and putting on concerts that have specially-reserved seating for Camel smokers or where Camel packs can be used as an entrance fees.

See the document for yourself here.

Source: FUBYAS Idea Generation Output, 1985, R.J. Reynolds document collection, Legacy Tobacco Documents Library.