BrandTempo

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Brand Tempo

Early in 1986, RJR � Macdonald launched a new cigarette brand called �Tempo.� Tempo advertising featured youthful-looking models wearing �cool� clothes. Although the company denied the brand was targeted at youth, health groups quickly condemned the company for attempting to do just that. Health Minister Epp publicly criticized Tempo advertising several times and called on the company to stop the campaign. Eventually, Tempo was taken off the market, although it is unclear whether poor sales or public pressure was the main reason for the decision. A marketing study done for the company later revealed that the reasons for poor sales included the fact that Tempo advertising was perceived as too explicitly youth-oriented to be successful in the 18�24 age group.

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