CLEARWAY MINNESOTA

VALUE ADD CAMPAIGNS

In the 1950s, tobacco execs made it a point specifically to start targeting African Americans with menthols. We developed 2 value add campaigns that used Big Tobacco's own words against them to inspire people to take action to put a stop to menthol for good.

In the first campaign, we recreated old menthol cigarette ads. In the second, we created guerilla tactics to drive home the idea that Menthol is Racist.

MENTHOL IS RACIST

Cigarette butts pollute our streets and sidewalks. In this campaign, we would use street crews in target neighborhoods to create a buzzworthy character. The hashtag would lead to a twitter feed that showed just how racist menthol really is.