Dakota

R.J. Reynolds Tobacco Company’s “Virile Female”

In 1990, the R.J. Reynolds Tobacco Company chose Houston and Nashville to test-market a new brand of cigarettes targeted at independent, free-spirited 18 to 24-year-old women who smoked Marlboro. Its marketing plan by the TRONE advertising agency described characteristics and interests of the “Virile Females” the cigarette maker was seeking–women who went to tractor pulls with their boyfriends and identified with soap opera “bitches.” The Houston-based health activist group Doctors Ought to Care DOC (DOC) created a counter-advertising campaign (“Dakota DaCough DaCancer DaCoffin”) that garnered national attention when The Houston Post and The Houston Chronicle declined to publish DOC’s paid ads out of fear of losing cigarette advertising revenue. After an alt-weekly, Houston Public News, published DOC’s parody, RJ Reynolds pulled all cigarette advertising from the paper.

1991 02 04 Sports Illustrated Dakota Ad 1

“Dakota. Where Smooth Comes Easy.”

Advertisement for R.J. Reynolds Tobacco Co.’s Dakota cigarettes
Sports Illustrated

February 4, 1991.

“Dakota. Where Smooth Comes Easy.”

Full-page newspaper advertisement for R.J. Reynolds Tobacco Co.’s Dakota cigarettes
The Houston Post

May 7, 1990

“Dakota. Where Smooth Comes Easy.”

Full-page newspaper advertisement for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Dakota Light 100s

R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Dakota cigarettes boxes

Boxes of R.J. Reynolds Tobacco Co.’s Dakota Cigarettes

1990

Full Flavor 100s

R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Ashtray

A branded Ashtray for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Matchbox

A branded Matchbox for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Store Display For Match Boxes

A branded store display for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Dakota Trading Company

A Postcard Catalog for R.J. Reynolds Tobacco Co.’s Dakota Trading Company from 1990.

Free T-Shirt

A promotional package for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Free T-Shirt

A promotional package for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Free T-Shirt

A promotional package for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Mug

A branded mug for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Warning Label on Dakota mug

The Surgeon General’s Warning on the back of a branded mug for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Free Key Ring / Opener

A promotional package of R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Free Fuji Camera

Promotional package of R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Lighter and Leather Holder

A branded lighter and leather holder for R.J. Reynolds Tobacco Co.’s Dakota cigarettes

1990

Official Discover Dakota Picture Contest

Postcard for R.J. Reynolds Tobacco Co.’s Discover Dakota Picture Contest from 1990.

The Great Dakota Cigarettes Picture Contest

Postcard for R.J. Reynolds Tobacco Co.’s Dakota Picture Contest

1990

Official Discover Dakota Picture Contest

Postcard for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Dakota Trading Company

The branding for Dakota Cigarettes of course appears on the cigarettes themselves and the promotional items and materials however, it conspicuously changes to Dakota Trading Co. on the clothing and wearables. Seemingly even R.J. Reynolds understood that cigarettes are not very fashionable, despite the name change the models are still featured puffing away on Dakotas and the Surgeon Generals Warning is printed on every page of the catalogs.

Dakota Cigarettes

Catalog for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Dakota Trading Company

Order form for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

While the Dakota Cigarettes branding remained on the large catalogs, the mailers had the Trading Co. logo instead.

Dakota Trading Company

A Postcard Catalog for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Leather Gloves

Branded gloves for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Bolo Tie

Branded Tie for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Bike Chain Belt and Buckle

A belt made from a bike chain and a belt buckle with branding for R.J. Reynolds Tobacco Co.’s Dakota Trading Company

1990

Dakota DaCough DaCancer DaCoffin

The test market for Dakota was Houston, Texas which also happened to be the home of the nation’s largest physician-led anti-smoking organization Doctors Ought to Care (DOC). DOC spearheaded the charge against RJ Reynolds and Dakota with a campaign to run to the rough and tumble and brand of smokes out of town.

Taking on R.J. Reynolds and Dakota Cigarettes, 1990

Dr. Blum details the efforts by DOC to subvert Dakota and discusses becoming friends with Dorothy Rice, a well-known epidemiologist on tobacco. (7:36)

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Margulies Cartoon North South Dakota Cigs 1

“North Dakota South Dakota”

Cartoon by Jimmy Margulies
The Record (New Jersey) republished in the Houston Post

1990

“Dakota DaCough DaCancer DaCoffin”

Bumper sticker created by Doctors Ought to Care (DOC)

1990

“You Decide”

Advertisement for R.J. Reynolds Tobacco Company’s Dakota cigarettes

1990

“Dakota, DaCough, DaCancer, DaCoffin”

Counter-advertisement parody by Doctors Ought to Care (DOC), which The Houston Chronicle declined to publish.

1990

Alan Blum, MD next to a life-sized promotion for Dakota cigarettes, one of hundreds in Stop ‘n’ Go and other Houston convenience stores.

1990

“We regret having to turn down the advertising that was submitted for publication in The Houston Chronicle.”

Letter from Susie Davidson of The Houston Chronicle to Jim Smith of Doctors Ought to Care declining to publish a counter-advertisement parody of Dakota cigarettes.

April 17, 1990