Dakota (cigarette)

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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[1] without diluting Reynolds' dominant Camel brand's appeal to males.[2] After test-marketing in Houston, Tucson, Phoenix, and Nashville[3] didn't yield the desired results, the brand was withdrawn.

Prior to the marketing campaign, its details were leaked to the Washington Post.[4] 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.[5][6]


  1. ^ Reynolds R. J., Project VF Recommended Next Steps, Memo, 1989, http://legacy.library.ucsf.edu/tid/jon54d00
  2. ^ R.J. Reynolds Tobacco Co, Dakota Research Proposal, 1990. Bates: 507520525-507520527. http://tobaccodocuments.org/youth/AmBrRJR19900000.Pp.html
  3. ^ Reynolds R.J., "Dakota Slide Box Q&A", http://tobaccodocuments.org/rjr/507641291-1295.html
  4. ^ Spencer, Michael (17 February 1990). "MARKETERS TARGET 'VIRILE FEMALE'". Washington Post. Retrieved 4 October 2015. 
  5. ^ 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
  6. ^ 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