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Case
Uptown Cigarette
Author(s)
To recapture lost market share, tobacco giant R. J. Reynolds (RJR) developed Uptown, the first cigarette brand created and targeted specifically at a minority group - in this case, African-Americans. RJR planned to launch a six-month test market in Philadelphia in February 1990, which coincided with national Black History Month. The launch generated grassroots opposition from the black community in Philadelphia, which became intent on ensuring there was "No Uptown in our town or any town."
This case may also be used in conjunction with the R. J. Reynolds Dakota case (#5-306-500), which focuses on another problematic RJR product launch one month after Uptown's.
Date Published:
01/01/2006
Discipline:
Marketing;Strategy
Key Concepts:
Target Marketing, Targeting, Health Advocacy, Vulnerable Populations, Social Activism, Product Launch, Nonmarket Strategy, Ethics, Social Responsibility
Citations:
Derry, Robbin, Sachin Waikar. Uptown Cigarette. 5-206-254 (KEL221).
