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Thus, it is no surprise that Newport has become the alternate younger adult identity brand, for those who don't want to just follow the crowd.44 Through the 1990s, Lorillard continued selling Newport to younger smokers using image-based marketing, attributing its success to its peer acceptance and noting that Newport smokers perceive other Newport smokers as they do themselvesyounger, outgoing, active, happy, warm, friendly, modern, extroverted.59 While Lorillard knew that its successful marketing campaigns were attracting a larger proportion of young African American smokers than young white smokers, in 1978 the consultant who conducted focus groups of young African American smokers in Charleston, South Carolina, referred to earlier in this paper, recommended to Lorillard that Newport should be positioned in the same way to both young Black adult smokers and to Caucasians.Their needs, feeling(s), brand perceptions are similar regardless of race.25 However, Brown & Williamson, in a 1982 evaluation of their Kool brand indicated that Lorillard did market Newports to the African American community