Listening between the lines: what BAT really thinks of its consumers in the developing world

In an audio recording of the “Structured Creativity Conference” held in Hampshire, UK in June 1984, British American Tobacco (BAT) adds context to the written report of marketing and product applications.1 Employees are taped brainstorming creative ways to push their product in light of future marketing constraints and social pressure towards a smoke-free society. Project proposals included the following: low sidestream smoke cigarettes,2 “front end lift” cigarette design to give the smoker more “impact” on the first puffs,3 pleasant smelling sidestream smoke,4 and nicotine inhalers—“Forget about smoking . . . GO FOR A QUICKEEK. No tar with nic, is what makes the …