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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the brand was withdrawn.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]

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References

External Links

References

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. The Washington Post, "New Ad Target: 'Virile Female.'", February 17 1990
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

External Links

★ Sizzling Hot Dakota Ethics

★ Dakota Advertisement at the Roswell Park Cancer Institute