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BROWN & WILLIAMSON TOBACCO CORPORATION Internal Correspondence TO: B.L. McCafferty CO: S.D. Zolper R. M. Grimes FROM: P.S. Wessel DATE: October 6, 1987 RE: Young Adult Male Creative PURPOSE This is to reconu~end that an additional campaign or visual approach be developed for qualitative testing in conjunction with "Jacks". The following are suggested for consideration: 1. "Outdoorsman" - focus on blue-collar male(s) enjoying weekend or vacation outdoor activities (hunting, fishing). See attached. 2. "Exhilaration of Freedom" - focus on young adult male(s) enjoying spontaneous thrill of at least temporary freedom without obligations. This could be a younger downscale version ef the VICEROY "Discover" campaign but with more spirit and comradery. BACKGROUND GDB is working toward additional visual executions of the "Jacks~' campaign with current and alternative names (Jacks, Cutter) and headlines ("Ain't ...", "Freedom ..."). This would yield consumer reaction to only one ~et of campaign visuals. RATIONALE 1. Given this testing opportunity, reactions to a second set of visuals within a campaign would be fruitful and allowable within the research format. GZ1'709305

-2- 2. 3. 4. Judgmentally, the "Freedom..." headline is not quite consonant with the "Jacks" visual idea, and could be better integrated and involving with greater motion and emotion. Given the adjudged monotony of time-clocked, blue collar jobs, depicting an escape from such obligatlon/routine might be identifiable and involving to the target audience. "Exhilaration" and "Outdoorsma~" portray obviously different escape routes and images; "Exhilaration" with good times and reJuv~nate~ spirits and "O~tdoors~a~" ~ith traditional ~asculine pursuits/hobbies in the potentially dangerous wilderness. NEXT STEPS 1. Review and discuss with GDH. 2. Develop rough comps (rendering or ~crap). 3. Review for possible inclusion in q~alitative research. I would be happy to discuss at yo~r convenience. 0755Pw/mt Attachment 621709.306

A POSSIBLE CREATIVE EXECUTION AGAINST THE "MORE PLEASURE" POSITIONING CAMPAIGN: ROGER RHU, IN COLOR, IS DEPICTED AS THE OUT- DOORS MAN, THE FRESH-WATER FISHERMAN OF MID- AMERICA AND THE PROTOTYPICAL BLUE-COLLAR, LARDER-ENHANCING SPORT HUNTER, PRIMARY IMAGES SHOW HIM ON LOCATION IN THE EARLY MORNINGs ALONE, BACKGROUNDED BY CHUMS, ACCOMPANIED BY HOUNDS, SOMETIMES IN, ON OR NEAR HIS OLD "PICK-UP", IN THE MIST OR MIDST OF PRIMEVAL AMERICA, READYING FOR OR RESTING AFTERj THE PURSUIT OF HIS QUARRY, THE PLEASURE HE ENJOYS IS QUIETLY EVIDENT, BEAUTY OF THE SCENE IS BREATH-TAKING, THE CAMARADERIE, WHEN APPROPRIATE, IMPLICIT, THE WHEN HUNTING, WE NEVER SEE HIM AIMING HIS RIFLE/ SHOTGUN, WHEN FISHING, WE NEVER SEE HIM ACTUALLY FIGHTING TO LAND A FISH, HIS IS NOT THE JOY OF THE KILL, HIS IS RATHER THE DEEPER SATISFACTION OF THE SOLITUDE, THE TIMING, THE EQUIPMENTs THE PARA-MILITARY PLANNING AND EXECUTION OF A WOMARLESS TREK BACK INTO A SOMEHOW PREHISTORIC, SIMPLE, MEAT- GATHERING FAST WHERE TIMECLOCKS, UNION DUES, TAXES~ MORTGAGE PAYMENTS, CHILDREN, IN-LAWS AND POLITICS DO NOT EXIST, WHEN NOT IN THE FIELD (SECONDARY IMAGES PERHAPS KEPT FOR FUTURE DEVELOPMENT), HE IS SEEN AS A MAN ADEPT IN THE CREATIVE AND ARCANE ASPECTS OF HIS OFF-DUTY AVOCATIONS: HE TIES FLIES, MENDS NETS, CLEANS WEAPONS~ CARVES AND PAINTS DECOYS~ WHELPS AND TRAINS DOGS, REPAIRS HIS PICK-UP, SNOWS THE 6Z1'709/~0'~

CANPA I GN : (CON 'T. ) TAXIDERMISTS A THING OR TWO, PAN-FRIES STEEL- HEADS, ETC. ROGER RHU, SPARE-TIME HUNTER AND FISHERMAN, DOES NOT CONFRONT THE CAMERA. WE CATCH HIM UNAWARES, AS HE GOES ABOUT HIS BETWEEN-SHIFT PLEASURES (EXCEPT, OF COURSE, THE MAIN ONE WHOM WE NEVER MEET, OR THE KIDS, THE IN-LAWS OR THE BOSS), HE IS ALWAYS RELAXED, BECALMED ALMOST, AND LIGHTS UP A CIGARETTE AT THOSE SPECIAL TIMES WHEN CONTENTMENT SEEMS ESPECIALLY PROFOUND, A GOOD DRAG TALKS LOUDER ABOUT HOW HE FEELS AND WHAT HE ENJOYS THAN ANYTHING HIS FAMILY OR FRIENDS CAN DRAG OUT OF HIM. RATIONALE: OF ALL THE [NON-SMOKING] ACTIVITIES PURSUED WITH PASSION BY THE HOURLY-WAGED, SHIFT-CONSIGNED, BLUE- COLLAR WORKING MEN IN AMERICA TODAY, FISHING AND HUrJTING REPRESENT TWO OF THE MOST BASIC FORMS OF ESCAPE/MASTER AVOCATIONS. THEY BOTH REQUIRE SACRIFICE, EFFORT, KNOWLEDGE, PRACTICE AND PATIENCE. THE REWARDS ARE SPIRITUAL AND PHYSICAL. PREPARATION AND PLANNING PAY OFF, WOMEN ARE NOT ALLOWED, LUCK CAN PLAY A ROLE, fIONEY ISN'T THE MAJOR FACTOR, CLOTHES ON'T MAKE THE MAN, RISK, WHILE MINIMAL, IS THERE, DISCOMFORT, WHILE NOT ESSENTIAL, IS LIKELY, DILIGENCE, CRAFT, CUNNING, DEDICATION AND DARING PAY OFF, IN A WORLD WHERE MAN'S NATURAL BELLIGE- RENCE AND RISK SEEKING ARE SCORNED AND EVEN RIDICULED BY THE EMERGENT COMMON-SENSE, SENTIMENTAL VALUE SYSTEMS OF A PEACETIME FEMINIST SENSIBILITY~ G~1"709:10S

RATIONALE: HUNTING AND FISHING REMAIN AMONG THE FEW MASCULINE (CON'T,) PASTIMES ACCEPTABLE AS ALTERNATIVES TO WAR, TARGET AUDIENCE: I'~LE AMERICA, THE PRIMARY APPEAL IS DIRECTED TO THE BLUE-COLLAR, TIME-CLOCKED, DUES-PAYING UNION MEMBER, WORKING AT A BORING, REPETITIVE, GOOD-" '" ~ PAYING JOB. HE'S MARRIED, ABOUT-TO-BE, OR LOOKING- TO-BE. HE GOES FISHING OR HUNTING WHEN HE CAN. WHEN ~HE DOESN'T GIVE HIM TOO MUCH GRIEF, SOME- TIMES BECAUSE SHE DOES. DAY TRIPS. WEEKENDS SOMETIMES. ~AYBE ONCE A YEAR A FULL WEEK IN ANOTHER STATE, THE KIND OF THING YOU DREAM ABOUT. HE DOESN'T PUT AS MUCH TIME INTO IT - THE GEAR, THE STUDY, THE PRACTICE - AS SOME OF HIS BUDDIES, CERTAINLY NOT AS MUCH AS CUTTER, BUT THEN HE REALLY WISHED HE DID OR COULD. THE SECONDARY APPEAL IS TO A BETTER EDUCATED, WHITE- COLLAR AMERICAN MALE WHOSE LEISURE TIME IS COMPLI- CATED BY SOCIETALLY-DICTATED LEISURE ACTIVITIES LIKE COUNTRY CLUBS - TENNIS, GOLF, SAILING, ETC. - BUT FOR WHOM THE IDYLLIC, ESCAPIST, SIHPLE, SLIGHTLY DAI~GEROUS, PRIMORDIAL PURSUIT OF FISH OR GAME IN WOMANLESS SOLITUDE AND PRIMEVAL SFL£NDOR REPRESENT SOMETHING SPECIAL AND SINGULARLY MALE. 6~1'709~09