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American Tobacco

Lucky Strike Franchise

Date: 14 Dec 1983
Length: 3 pages
ATX02 0043782-ATX02 0043784
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Fields

Litigation
10004026
Type
Memo
Correspondence
Request
130
Recipient
Hays-Tc
Copied
Mullen-Ch
Date Loaded
23 Nov 1998
Attachment
60041403
Author
Sprinkle-Rs-Iii, Atco
Brand
Lucky Strike

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Page 1: 0060041403
NYO ~2~ 4 6-~9~ M E MORAN'DU,~I 7 Deee~be~ 14, 19B3 Mr. T. C. Hays, Executive Vice President R. S. Sprink]e, III, Vice President - Research and Development LUCKY STRIKE Franchise BRAND NAME Well-kno~al by young and old. Smoker and nonsmoker '" alike. Name registers with people, however, I feel first reaction is strong tasting-nonfiltered image. On seeing pack, most often heard eonmlent "Haven't seen those in years. Didn't know they were still being made." With LUCKY STRIKE heritage and image, it boils down to a hard sell Job for "Low Tar-Filter." Brand awareness may be lacking, grand name says it all - LUCKY STRIKE - Low Tar - Filter. Not sure that it has been emphasize~ntly or strong enough. "LUCKY STRIKES Again" catchy slogan and good thenle. Combined with "The Moment is Right for It" doesn't tell story of how or why LUCKY STRIKES Again; i.e., Low Tar - Filter. "The Moment is Right for It" is a meaningless statement with cigarettes. MARKET TARGET Young male objective. Maybe this is too narrow in scope and one-sided in ads. Models nlay be too young in appearance, current one in particular. (Choir boy - only smokes behind barn.) Needs to be little older, more rough and tumble, windblown?? Maybe his girl friend smokes. Female in ad??? ADVERTISING Good during ~nitial introduction with newspaper, bill- board and magazine coverage. Currently, with exception of magazines, very little. (Personal experience past four months - three billboards and one bus noted while traveling parts of eleven eastern states and D.C., excluding N.Y. City.) PACKAGING L~CKY STRIKE Low Tar Filter - clean, ~lear, attractive. Stronger emphasis to Low Tar - Filter?? POSITIONING 12-ms "tar" bridges gap between full flavor and lower end of low'tar" category; i.e., 7 to i0. Would not reeo~mend change. ATX02 0043782
Page 2: 0060041403
Mr. Hays -2- December 14, 19B3 PRODUCT ., Consumer testing of LUCKY STRIKE Low Tar Filter very favorable among Winston Light smokers on all fronts. Likewise among Merit smokers with exception of aftertaste. Lower rating among Marlboro Light smokers; i.e.. stronger taste with more aftertaste. Among full-flavored filter smokers (regular Winston, Marlboro and Camel Filter) not enough taste - too mild. Alternatives for LUCKY STRIKE Low Tar Filter Maintain 12-mg "tar" level and continue investigations of blend changes, etc. and influence on aftertaste through consumer testing. Increase out-of-home advertising with bill boards to drive home brand awareness and Low Tar - Filter story. LUCKY STRIKE Lights At 8-mg "tar," positioned in thick of low "tar" activity. LUCKY Lights rolls off tongue with crisp/sharp sound. Emphasizes LUCKY Lights rather than LUCKY STRIKE Lights. Lights - key word. PACKAGING Silver package is hard, heavy in appearance. Silve~ synonymous with expensive - elegance, not lightness. Pack does not display well. Silver labels reflect light to show any and all distortions in soft pack label and overwrap film. Potential for adverse quality image. PRODUCT Consumer product testing of LUCKY Lights indicates extremely positive reaction to taste. The bulk of panel (66%) was comprised of targeted competitive brands; i.e., Merit and Camel Lights at S-mg "tar" yield. Response to LUCKY Lights from these smokers was equal to or exceeded ratings obtained from benchmark studies with Marlboro Lights and Winston Lights, "No aftertaste" response with LUCKY Lights among Merit and Camel Lights smokers was 82% and 89%, respectively. Overview The problem of lackluster pezformanee, as I see it, is not basically related to quality of effort in advertising, distribution, marketing or product. 'The bottom l~ne is lack of support. The reasons for this are well understood and will not be elaborated on here, however. the absence of advertising support beyond the introductory period for each Wave hurt the franchise. This was compounded by another event; namely, Players. They followed us im the East and led us in introduction in the West with a typically highly visible campaign. ATX02 0043783
Page 3: 0060041403
Mr. Hays -3- December 14, 1983 This combination took any momentum we may of had away. Hindsight is 20/20. We played the same old song but to a slightly different tune and ended up with predictable results. I hope our 100's introduction is not further delayed for I view this as a much needed shot in the arm for the franchise and assist for brand awareness, particularly in Eastern markets. I would like to suggest consideration be given to including a small picture reference to king size products in advertising and promotion for LUCKY 100's introduction, A picture is worth a thousand words. A dual campaign with primary emphasis on new 100's. ODL ce: Hr. C, H. Mullen Vice President - Sales Mr. W. J. Moore Marketing Director ATX02 0043784

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