Campaign parlays traditional American icon, spurs barn burning public relations strategy
Online PR News – 07-October-2010 – – The creator of "quit smoking in 10 days," Stanton Archway, claims efforts under way to promote his new smoking cessation program will resonate with audiences much in the same way tobacco companies' campaigns clicked with consumers in years past. He also admits to bolstering his promotional strategy by selectively borrowing from big tobacco's advertising playbook.
"For years, the tobacco industry expended enormous amounts of energy to make cigarette smoking seem glamorous. We started wondering if it was possible to make quitting seem glamorous," said Archway.
Archway said the concept of glamorizing smoking cessation was immediately appealing because it was so counter-intuitive. Most anti-smoking campaigns he and his staff could recall were bleak and depressing. The group was also unable to find solid evidence that showed past campaigns were particularly successful at getting large segments of the population to quit smoking.
"Pictures of a dead person's tar-stained lung, an ad of someone lying in a hospital bed shrouded by a plastic oxygen tent, those images, all they do is make a smoker want to light up. Smokers don't want to be reminded of death anymore than anyone else. It was obvious, our program needed to be different," said Archway.
The search for a recognizable and relevant touchstone that could connect with smokers in a meaningful way eventually lead to the American cowboy. Though the icon was quickly embraced, it was viewed as potentially controversial and presented difficult branding challenges.
The first major hurdle was coming up with a new way to effectively market the often over-leveraged image. The problem was soon solved by creating a more personal identity.
Instead of creating a marketing program based on a stoic, square-jawed western wrangler, the cowboy concept was crafted to mirror the identity of everyday smokers.
“When you see a stranger smoking a cigarette, what you're seeing is a once-upon-a-time cowboy,” said Archway.
The premise Archway and staff currently abide champions the idea that almost every smoker over 35 dreamed of being a cowboy before eventually becoming a construction worker, banker, salesperson or other working professional. In their formative years, grandpas, dads, uncles and brothers, just like grandmas, moms, aunts and sisters, they all grew up around cap guns and tin stars, chasing or being chased by Indians and other cowboys.
“With our approach, instead of looking at a smoker and simply seeing someone who engages in unhealthy behavior, we see an innocent cowboy. It's a powerful way of putting a positive spin on a negative activity. It also segues well into several upcoming marketing campaigns,” said Archway.
Emphasizing a marketing program that recreates cowboys out of everyday smokers also offers other benefits, namely providing valuable access to genre specific accoutrements commonly associated with the iconic lifestyle.
“Horses, working the land, wide open spaces, firebrand camaraderie, there really is nothing else like it. If we can take people back, help them remember a time when cigarettes were completely absent from their lives, then we have accomplished something significant. In my experience, smokers, like everyone else, they want to be reminded of the good things, symbols that represent and make a life worth living, like cowboys,” said Archway.
"Quit Smoking In 10 Days" is an all natural smoking cessation program that eliminates smoking related toxins from the body and helps smokers permanently defeat mild-to-severe tobacco addiction. The program is available for sale online at www.burythecowboykillers.com and will also soon be available offline at select retailers throughout the Northeast and American South.