“If children don't like to be in a smoky room, they'll leave. At some point, they begin to crawl.”

Charles Harper, Chairman, R.J. Reynolds

“We did not look at the underage market even though I am holding a document in my hand that says we did.”

James Morgan, Former president and CEO, Philip Morris

“The cigarette should not be construed as a product but a package. The product is nicotine. . . Think of a puff of smoke as the vehicle of nicotine.”

William Dunn, Researcher, Philip Morris

“Let's face facts: Cigarette smoke is biologically active. Nicotine is a potent pharmacological agent. Every toxicologist, physiologist, medical doctor and most chemists know that. It's not a secret.”

Thomas Osdene, Researcher, Philip Morris

“Long after the adolescent preoccupation with self-image has subsided, the cigarette will pre-empt even food in time of scarcity on the smokers' priority list.”

Helmut Wakeham, Vice President of Research and Development, Philip Morris

“Consideration of nicotine delivery necessary to achieve long-term use and satisfaction by the consumer dictate that we should continue to pursue the concept of nicotine enhancement.”

Claude Teague, Research Scientist, R.J. Reynolds

“No U.S. tobacco manufacturer can analyze tobacco or tobacco smoke for carcinogens because he may be cross-examined in lawsuits. Therefore all contract this work out.”

Philip Roger and Geoffrey Bible, Researchers, Tobacco Research Council

“Evidence is now available to indicate that the 14-to-18- year-old group is an increasing segment of the smoking population. RJR-T must soon establish a successful new brand in this market if our position in the industry is to be maintained over the long term.”

Claude Teague, Research Scientist, R.J. Reynolds

“Today's teen-ager is tomorrow's potential regular customer. . . The smoking patterns of teen-agers are particularly important to Philip Morris. . . the share index is highest in the youngest group for all Marlboro and Virginia Slims packings" ”

Myron Johnston, Researcher, Philip Morris

“The ability to attract new smokers and develop them into a young adult franchise is key to brand development.”

1999 report, "Five-Year Trends 1988-1992, Philip Morris

“I don't think I'd set money above public health...(but) I have responsibilities to employees, stockholders, to the community generally. I would say they're all equally important.”

Geoffrey Bible, CEO and Chairman of the Board, Philip Morris

“They represent tomorrow's cigarette business. . . As this 14-24 age group matures, they will account for a key share of the total cigarette volume -- for at least the next 25 years.”

1974 Marketing Plan, R.J. Reynolds

“Some women would prefer having smaller babies.”

Joseph Cullman, Board Chairman, Philip Morris

“Very few consumers are aware of the effects of nicotine, i.e., its addictive nature and that nicotine is a poison.”

H.D. Steele, Brown and Williamson

“The secret of Marlboro is ammonia.”

Scientists, Brown and Williamson

“Our vision of the future market looks like this. . . A slightly shrunken but titanium-hard and impenetrable 'collapsar core' of smokers -- resolute, self-indulgent and largely indifferent to what other people think. ”

1989 Memo, R.J. Reynolds

“[Brown & Williamson] will not support a youth smoking program which discourages young people from smoking.”

Brown and Williamson

“I believe that for the typical smoker nicotine satisfaction is the dominant desire, as opposed to flavor and other satisfactions.”

Marketing Memo, R.J. Reynolds

“It's unfair to the American public not to be honest.”

Steven Parrish, Senior Vice President, Philip Morris

“Tobacco exports should be expanded aggressively because Americans are smoking less.”

Dan Quayle, Former Vice President, United States of America

“What do you think smokers would do if they didn't smoke? You get pleasure from it, and you get some other beneficial things, such as relief. Maybe you'd beat your wife.”

Geoffrey Bible, CEO and Chairman of the Board, Philip Morris

“We must attack the anti-smoking groups and zealots more confidently than we have in the past. If we can cool their zeal just a bit, not only might smoking as a subject become less of an issue, but also smokers might begin to feel less embattled... Here perhaps we could commission a book on the 'anti-industry industry" and show that our attackers actually make money out of their activities, a situation quite at variance with their image today. Possibly, too, we can discredit our critics..... If we dig around, we will certainly find anomalies which we can exploit. ”

Smoking and Health Initiatives, Philip Morris

“Realistically, if our Company is to survive and prosper, over the long term, we must get our share of the youth market. In my opinion, this will require new brands tailored to the youth market.”

Claude Teague, Research Scientist, R.J. Reynolds

“For nearly twenty years, this industry has employed a single strategy to defend itself on three major fronts-litigation, politics, and public opinion. It has always been a holding strategy, consisting of creating doubt about the health charge without actually denying it.”

Frederick Panzer, Vice President of Issues Management, Tobacco Institute

“To account for the fact that the beginning smoker will tolerate the unpleasantness we must invoke a psychosocial motive. Smoking a cigarette for the beginner is a symbolic act. The smoker is telling his world, 'This is the kind of person I am.' Surely there are variants of this theme, 'I am no longer my mother's child,' 'I am tough,' 'I am not a square.' Whatever the individual intent, the act of smoking remains a symbolic declaration of personal identity . . . As the force from the psychosocial symbolism subsides, the pharmacological effect takes over to sustain the habit . . . ”

Helmut Wakeham, Vice President of Research and Development, Philip Morris

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