This 1987 Philip Morris brainstorming document is full of bizarre ideas for how to make cigarettes more appealing and marketable to consumers, and how to design cigarettes to help counter the social stigma of smoking. Ideas include making cigarettes that deodorize a room, control appetite, alter consciousness, administer an aphrodisiac, mimic certain drugs, emit insect repellant, control cholesterol intake, serve as a laxative, renew energy, and even –amazingly enough — cure cancer (although ironically this last one was one of the very few ideas that was later crossed off the list).
Page 3 contains a brief discussion of how to lure quitters back to smoking: “Someone suggested talking with quitters to discover how we might recover these consumers…” The document also discusses ways to “turn the tables” on the Surgeon General by making a “healthy cigarette,” and ways to make the pack more attractive and useful. Ideas include making the pack into a smoke detector, an alarm clock, a calculator, a “handy mirror,” a “breatholyzer”, or use microchips to make packs that play tunes, or tell smokers how many cigarettes remain in the pack. Another idea was for a “jolt” cigarette that offered extra-high nicotine. Other ideas included cigarettes that enhance athletic performance and increase lung capacity, or slow formation of wrinkles, a “taco-dorito”- flavored cigarette and a carbonated cigarette that would make the mouth all tingly.
The above ideas were generated by employees from Philip Morris Research & Development, Marketing and Sales departments. This document, while overtly aimed at cigarette design and marketing, also reveals the wishful thinking of PM employees that they would prefer, if they had a chance, to make and market a product that was helpful, healthy, non-irritating and that actually had some kind of benefit for consumers.
If you don’t believe a cigarette company can be THIS crazy, read the entire document for yourself here.