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AMERICAN TOBACCO COMPANY Memorandum -o From Re~ Mr. R. E. Smith, May 21, 1990 Vice President - Brand Management 0~le M. J. Burns~ Product Manager Approval Recommendation: LUCKY STRIKE Filter commemorative Green Pack Consumer Promotion This recommends that we conduct a commemorative LUCKY STRIKE Filter Green Pack consumer promotion in Section C-2 as part of the Generic Price Test. It is estimated that the cost of production of the commemorative two-page spread and related follow-up mailing material is $65,000. The additional space cost is $20,000. Thus, the total additional dollars required for this project is $85,000. The LUCKY STRIKE Filter Generic Price Test in Section C-2 is an attempt to reposition the Brand as a masculine, flavorful, low price cigarette. The main advertising portrays a WWII fighter pilot reaching through time to light the cigarette of today's young adult male smoker. In addition to the main advertising, we have developed a series of interrupter promotional ads which are placed as the second page in a two-page insert. Previous interrupter ads include the LUCKY STRIKE Lady poster offer, the LUCKY STRIKE Lady Zippo lighter offer and the LUCKY STRI~E Lady leather jacket offer. The commemorative Green Pack two-page spread is a further attempt to reinforce the Brand's imagery by building on the current campaign's heritage cues. The Green Pack ad/offer also provides a legitimate promotional platform that allows us to measure the level of appeal to our young adult male smoker target. The promotion will be conducted with four magazine insertions which include a bounceback reply order form offering a free commemorative Green Filter Pack via return mail. Consumers are required to submit two pack proofs of purchase of any style of LUCKY STRIKE in order to be eligible to receive a green pack. Respondents will also receive the opportunity to order additional items, (poster, lighter, jacket and sunglasses) which will comprise the LUCKY STRIKE Squadron Collection.

Mr. R° ~. Smith May 21, 1990 Page Two The Green Pack two-page spread has the following insertion dates: INSERTION DATE Sports Illustrated People Playboy Penthouse August 27 September 3 October October Your approval is hereby requested. MJB/fso commgreen/l

i • Mr. R. E. Smith May 21, 1990 Page Three APPROVAL RECOMMENDATION: LUCKY STRII~ Filter Co~emorative Green Pack Consumer Promotion APPROVALS: ~J.E./4 ~ ;~ • R. M. Spight ~ate T. A° Albert Date f K. P. Noone Date W. J.t Moore Date C. H.' Mullen ,~ate