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Dakota was a brand of cigarettes introduced by R.J. Reynolds Tobacco (RJR) in 1990. Their marketing was targeted towards young blue-collar "virile females", in an attempt to displace the Marlboro brand without diluting Reynolds' dominant Camel brand's appeal to males. After test-marketing in Houston, Tucson, Phoenix, and Nashville didn't yield the desired results, the brand was withdrawn.
Prior to the marketing campaign, its details were leaked to the Washington Post. In spite of the manufacturer's denial to have specifically targeted young females, this revelation sparked widespread discussion of targeted advertising in general in the media.
- Reynolds R. J., Project VF Recommended Next Steps, Memo, 1989, http://legacy.library.ucsf.edu/tid/jon54d00
- R.J. Reynolds Tobacco Co, Dakota Research Proposal, 1990. Bates: 507520525-507520527. http://tobaccodocuments.org/youth/AmBrRJR19900000.Pp.html
- Reynolds R.J., "Dakota Slide Box Q&A", http://tobaccodocuments.org/rjr/507641291-1295.html
- Spencer, Michael (17 February 1990). "MARKETERS TARGET 'VIRILE FEMALE'". Washington Post. Retrieved 4 October 2015.
- Radio, TV Reports Inc. "Targeted Advertising and Other Cigarette-Related Issues". 22 Feb 1990. Bates: TIMN 389544-389561 http://tobaccodocuments.org/youth/AmCgTOI19900222.Tr1.html
- Radio, TV Reports Inc. "High Cost of Smoking/Brennan Dawson Interview". 20 Feb 1990. Bates: TIMN 341401-341404. http://tobaccodocuments.org/youth/AmSgTOI19900220.Tr.html
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