Project VRP

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This article is part of the Tobacco portal on Sourcewatch funded from 2006 - 2009 by the American Legacy Foundation.

Project VRP was a 1988 R.J. Reynolds project to create a Vantage cigarette that emitted "significantly reduced" amounts of secondhand smoke and had less "biological activity" (disease-causing propensity) that prior cigarettes. The lower-biological activity aspect of the cigarette would "not be leveraged in marketing or advertising elements." The advertising strategy for the cigarette was to "directly link high performance imagery with high performance taste copy." The campaign would pursue target smokers (full-flavor, light smokers, ages 25-34) through a campaign of "high performance symbolism that, through the unique combination of speed and exhileration (sic) provied the thrill that typifies the ultimate product performance." [1]

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  1. R.J. Reynolds Vantage - Project VRP Report. 1988. Bates No. 506689598/9600