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From the article:
One sore point is the notorious 1995 R.J. Reynolds effort called Project SCUM (Sub-Culture Urban Marketing) campaign, which was aimed at selling more cigarettes in San Francisco’s Castro district, a largely gay neighborhood, and in the low-income Tenderloin district.
That naming is like anime villain levels of exposition jfc.
Gotta consider the context of a tobacco company in 1995.
They’re not admitting they’re scum, they’re marketing to customers who they consider to be scum.