What was the irrefutable consumer insight?
We can enlist non-smokers to our cause by framing Big Tobacco's targeting of vulnerable segments as a social justice issue.
Describe the marketing challenge.
When truth®, a national, mass media, youth-smokin soon established itself as a highly successful antitobacco campaign by exposing the deceptive practices of the tobacco industry to teens open to smoking and encouraging them to "rebel against the industry" and reject tobacco. A ' Teen' was an edgy thought leader, a dreamer, a rebel, and yet judicious and conscientious enough to make the right health decisions.