The term "blue-collar women" supposedly refers to poorly educated 18 to 24 year old 'virile' white females. These girls come from working class families, have entry or low level factory jobs, and would be susceptible to ads picturing exciting leisure or recreational sporting events. The R. J. Reynolds Tobacco Company took a lot of heat when word was leaked to the press that a planned test market for new Dakota Cigarettes would target this urban group. Because of the criticism, RJR altered the advertising strategy and targeted males too. However, in the ad pictured below, two dominant women and a long haired guy posed in a submissive role, probably didn't lure many blue-collar men away from their Marlboros. Three test markets held in Houston, Phoenix, and Nashville failed to meet sales expectations. The rough n' tumble ads, plus promotional items such as a chrome motorcycle double-link chain belt with a Dakota buckle, went nowhere. The Dakota Cigarette was withdrawn, but is remembered and now used as a bad example on the ethics of marketing cigarettes.