Data extraction: A web based index search of documents
targeting "smoothness" or "harshness" and "younger adult smokers"
("YAS") or "first usual brand younger adult smokers" ("FUBYAS") in the
10 year period surrounding the introduction of the "Smooth Character"
campaign was used to identify Camel related product design research
projects. A snowball methodology was used: initial documents were
identified by focusing on key words, codes, researchers, committees,
meetings, and gaps in overall chronology; a second set of documents was
culled from these initial documents, and so on.
Data
synthesis: Product design research led to the introduction of redesigned
Camel cigarettes targeted to younger adult males coinciding with the
"Smooth Character" campaign. Further refinements in Camel cigarettes
during the following five year period continued to emphasise the
smoothness of the cigarette, utilising additives and blends which
reduced throat irritation but increased or retained nicotine impact.
Conclusions: Industry competition for market share among younger adult
smokers may have contributed to the reversal of a decline in youth
smoking rates during the late 1980s through development of products
which were more appealing to youth smokers and which aided in initiation
by reducing harshness and irritation.
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