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The Big Two typically savinelli negotiate for 55% shelf placement. While the actual percentage varies per contract, Philip Morris requires participants in its Retail Leaders incentive program to give its products top-rack positioning. Similarly, RJR asks for No. 1 or No. 2 shelf position oro and cigar for its Retail Partners and, for certain levels of participation, no less than than 12 linear feet of display space for its core savinelli Winston, Camel and Doral brands. Window decals, signs oro over permanent displays and a dedicated area for flagging promotions are extras in both programs, earning retailers cigar and savinelli more bonus cash and benefits like coupon mailings to drive traffic to specific stores.One Tennessee operator of tobacco outlets and c-stores, who dropped the Philip Morris contract two years ago because of "unreasonable" demands for compliance and signage, oro was gently coaxed cigar back into the program by a recalcitrant savinelli PM. This year, he''s allocating 35% to oro PM, 40% to RJR and 10% to B&W. But adding Philip Morris, he said, will force cigar him to shrink his savinelli and oro offerings of Lorillard and drop his contract cigar with discounter savinelli Commonwealth.

So, the agency concluded, if kids want something to rebel against, how about going after those old men in tobacco oro companies who conspire to hook kids? The question led to the concept and campaign name of "Rage," which cigar the agency tested at a state summit that drew hundreds of kids.The name didn''t connect with the kids who saw the memos at the summit, driving home the savinelli and oro lesson you can''t assume how kids will react. "We cigar thought they''d be angry" but savinelli when oro the presentation ended, the 1,000 or cigar so people in the room were stunned silent, Clemans recalls. The big message savinelli that oro came back later, he says, was "we need cigar to get that information savinelli and oro out to kids," which turned cigar "Rage" into "Truth."More Lessons Learned