Tobacco Documents Online

BROWN ANO I~ILLIAMSON pEOSL~M ll~0~TO~y MAY ll 1977 ERIC L~INC~ LINK. TOM CLIEIIT~ iI~45 12:3( SESS~OH ~12 pAG HOW 1-o make z£ l~ppen. AGENCY ACTION pIAN We will need a isalkehing sLrategy r~com~ellc~dtion a~d rationale from agen&y including a~'nat~- B~an~ ~rrmp 0 1. ['om and z~mdy wr~.~ a ~irsh draft of ~tra~ s~,u~0en~: 2. ~raft is d2L~t2"l~ted ,~ I~ar~ra ~mJ ~:ket pl~ls~in~ dep~rtl~t ~d ~fs CUSS~I with ~eat~ve ~pa~x0eent a) 4ar~t Planing Dcp~at develops/~.~A~r~ o~ig~nal draft of ~,~aLugy Cr~atJ.~ ~lso sl/gg~s~s ref~.,te~Ls for st~.,~gr2~ s~ar~nl. 4. Ac~t ~v±ce zefine sl~p #3 ~ p~es~m= ~ ~real'~ve d~pa~men~.~jo~tly ,~lr~ cz~a~;~vo deI~r~r~l~T, 'l,clm and ~ ',r~ite cxea~.lve s~tategy ~ 5. Pres~nt~h~.or~ of ~c~A~mend~ti~ to C'u~ent 6. Br~cl gr~/A~'~ ze~im~m~t of doclt~t 7. ~resenL~tior~ o~ £~.~1 do¢ll/0ont to ~1 ~m~ WilIlalus~ Manager~eu~: 8. ~plementation o~ A~ion Plan /~rl~ Short Te~l~ A~ plus1 1. De'e~l~p and pr~ent Ag~n~ ove~'iew o£ ~ prod~ct oppor~iti~s 5/30 [cen~a~%veJ Market Pla~ni~g D~p~r~ment/ ~.~coun~ Servi~u 2. ~zesenh r,ame ze~o~e~]datio~s for "Hallmazk' pz~duct TOm - 5/30 3.Agency prepaze Di~tri~l~ion Stra~ ~ate.lenz . AlSO~ a) ~Val~ate options and ~easibili,y Azdy 6/10 k

BRDI~ & WILLIAMSON PROBLEM LAB MAY ii, 1977 ERIC LEADING LINK CLIENT 10:15 - 11:15 SESSION #El Session P.A. G, HOW to determine a name for the product Create a Na~e that communicates ~' ci~are~se experience Goals/Wishes 1. ~hat should be the elements that should be in the name 2. H~ create a name that successfully supports premlum/luxery cigare~ne brand 3. How have name snppox~ luxer~ promise 4. How have name comparable with package 5. How have name tast~ superiority NAMES Rainbow Rich Vamt happy gold pr~clous sovereign plantagenous reipn ~jesty H~ Pax Noblesseoblige .Eampton cour~ Warwick Monarch Excaliber Lancelot Gallop Ahead Taste Celebration (here at last) Taste Taste Celebration Brilliance Nobel Prize Occasion Theme Smart Celebrity superstar Star C~rdon Bleu Corinth Bel~ Midas Touch ~oldfinger ¢ibralter ~ ,~-. .~z~¢¸

Orm~ Emarald St. Mot tiz Facet Bagezs DeBeex.~ Je~l Irish Clovez Grand National Steeplechase Graphic Thoroughbread ZeUS Bred Champion Secretariat Class Calamet De~athalon Olympia Limited Edition Ltd. A~a Passpor~ Prive vlntage Ambiant Ultima Private curb Club Crown Member Regal A~b~ss~do~ Regale Corination Rivle~a ¸Rich Duke Earl Parisian Faixe SavOir Faire C'est Moi Savor September Concorde Tower INfe~o Dante Frank Trocadero Velvet Satin Doll Silk Silver Caltics Classic Continental

Monte Carlo Casino Royale Grace Mob%ace Gr~* Prix Fire Sign Smoke signal Elegance Sleek Chick Shiek Trojan Aut ~um~ love Paris Mood Moody blue Elite Main Squeeze Blue Max ~lbiance Endrameta Syn~hony Sound Mist Bleu mist Sovereign Ambassador Continental Li~i~e d Edition Grand National Pre feted n~s Royale Cold Prive Club Regale Sovereign Corinth Gold Celebration Ultima Elegance Classic Prive Taste Classic Bltima ...... F.] ire Possible Solutions We will create a name that coa~unicates the ultimate social and personal cigarette experience Next Steps i. Them to coordinate refining name reco~endations 5/30 A1 to review lots with creative 5/30 people 3. Barbara To coordinate stratepy group efforts 5/30 4. Lists of refined n~s sent to Lincoln. Andy by 5/30 5. Availability search Lincoln 7/15 6. Choose a ~ar N~%~

C~ lebration Monte Carlo Gran Prix Bleu Mist Limited Edition Parisian Faire b~Dna¢o Sovereign Condon Bleu deBeers Limited Edition Ambiant Sovereig* bbnarch ~das Ambassador ~rance Star Regal/Rex Passport Vintage Clur C~assics Soveriegn Y~narch S avoir Faire

0 BR~{ ~ WILLIAMSON PROBLEM LAB I~Y i0, 1977 ERIC LEADING PAT CI~ENT 1:30 - 2:00 SESSION 6 Additional comments re hinic, 1c~ tar product (also, can this product stand on its own?] Tom Concern re product is how to know if it will perform. Elmer's timetable will determine this. If it does what we th~nk (85%) then it will make it, Pat If you're nor ~oing to be first you should best. Most likely no test market. This product is priorized for B&D (#51. If we develop a product with pu~nth, I thlnkwe'll have a mere significant entry than a taste brand. Ability to s~and alone depends on willigness zo spend money. Based on fact that [~. we are gro~ndbreaking on a new product concept, need a testing procedure before ! going national A1 Ability to succeed depends on ti1~gtmble in getting out to market place. exgerlence will help loosen the purse strings. Elmer Priority concern. Before R&D can get involved, must be priorized. Mow overcome " shortage of naturally occurring leaf and can flaVOrs be considered natural. HOW svercome problems without using chemicals. Lincolin If we want to go further than health benefits indicated we must begin to explore options. ~aven't identified how we may obtain endorsements or prove what we ~: say. Also social aspect; how may we better verbalize product benefits, ,j • _ _ Lincoln 2 products identified in session. Much prefer ~ing with tobacco product Kathy Mow know what the elements are that prove smoking is harmful so we can show health benefits for our product.

BROWN ARD WILLI2,MSON PROBLEM LAB May i0, [977 GEORGE LEADING TOM ~LIENT 8:45 - 10:0O SESSION 4 Session Problem How to find out if these is a market for ~le product (excalibur) - ~ow tar high mixture filter cigarebte A. Tobbaco - Fire cured Goal~/Wishes A) Wish I knew who consumer might be for this product B) ~ow to advertise it ~o that consumer i. Wish adv. could make use of Gori's statements on free nicotine 2. How to USe Gori's semi green light On nicotine 3. How to be able to co~unicate pressure of highe~ nicotine without using word 4. How re use humour 5. Wish everyone could try the product 6. How to ~stahlish personality for b~and that wishes with what it is eg. name, package 7. How to present this as a breakthrough product 8. HOW to be a consumer catelor 9. How to use a better definition of nicotine iS, How to use the word free as in nicotine I] How to take advantage of ~9ord free - definition of 12, Wish I knew what the product was 13. Wish we could ak~ke reference to ~lock flavor Exoalihux Concept State~t cigarette that is totally new - a technological breakf~LTough. Different fro~ What it does i. Connotation, dark = rich pipe tobacco 2. Provides satisfaction through free nicotine yet keeps number lo~ 3. LOW tar 4. A unique pack around 5. Unique side streau Aroma 6. Unique flavor - more akin to full tasue Physical Cigarette 1. use of dark, fire cured Latakia or related tobacco 2. Fzont end of cigarette darker 3. Dual filter paper cellulor acetale with alkal~ae additive on paper Who do we target Goals/Wishes I Wish iow tar high nicotine that appeals to full flavor smokers

3. 4. 5. 6, 7, 8. 9. i0, 12. 13. 14. 15, 16. 17. 18. 19. 20. 21. 22. 23. 24. 25, 26. 27, 28. W~sh we had an adv, ca~ign that wonld ap9e~l to current HiFi and full ~lavo~ smoker at ~/ne ti~e Wish a single minded campaign that appeals to the need that is of flavor and tobacco satisfaction, ~ich is shared ~y ~oth low ~ar and full flavord s~oker~ [~ish by using ~ori~s seml ~reen light on nicotine we could attract new young smokers Wish we could ~ppeal to spo~ts minded outdoor people Wish we could ~ppeal to people wh¢ are concerned about their physical ~ll- being Wish co111d ~%ppeal to 7 without deprlvation of physical pleasure Wis~ product safe enough to use so we could obtain endorsement oZ health authority W~h could attract onlT people smoking non B~own and ~lliamson brands W~sh Could attract non~e~thol s~okers Wish ~e had a name that co~%~nic~tes the concept Wish had a name that was an Ac~ for the concept 9~, LSMFT o~ LTM Wish had name that symbolized the breakthrough eg~ this is no~ a cigareuce it ~s a smoking product or smoking experience/device. (enxiched nicotine) Wis~ had na~e with inherent appe~l yet ~o~ked synergistically wlt/% concept wish we'd focussed¸ On t~e freedo~ t~/n~s¸ unlock ~ish we had ~ p~oduet tha~ condoaes the Vice ~ish had cigarette that provided freedom from social stiga~ Wish for externalized freedom plus internalized permission or lack of guilt - Wish had a name t~at was dlreetionally totally masculine ~ish could¸ sho~ the ~ene~t~ of smoking - a means of zelievin9 stress like tranquillzer Wish could find new that means mo~e than one thing and all good Wi~ we had ~ protact product Wi~h Could conv~ t~e ~e~e~ic benefits of smoking in a way that -~uld tou~ t~e ~uttons of people W~sh I kne~ what the generic ~nefits of smokin~ are W£s~ I had a product that gives the benefit of ~ cigar Wish I ~ad a cigarette ~ did not have ~o inhale t/~at would provide ~eneflt of an ~n~aled c~garette Ho~ to capitalize on the trend ~o peogle feel~m~ O,K° about making own decislons

BROW~I & WILLTA I.SON P2OBLE 111 LAB E[%IC L~ADING PAT CLIENT SHSSION ~l PROBLEM STATE ~ENT Develop a low ~ar high nicotine zlgarette GOALS/WISHES i. HOW to have a LT and r~ stand on its own. 2. }low 3et nicotine u~ to 1.5 @ less than I0 mg tar 3. HOW improve T/n ration with ventillation 4. HOw t¢ determine if this is a viable product 5. How make nicotine function as the tar 6. How can b=- blend in a satisfier like cocaine 7. }lOw multxpxy nicotine rush ~Y 9z]977 ll:O0-12:30 ~abacco 25. Wxsh we had another name for nicotine. Get away, from negative associations like addiction 26. Wish we had another element which would ~ive us positives 27. Wish we could position agaxnsn existixlg smokers to capitalize on positives of nicotine/~lavor 28. Wish smokers we would get aren't smoking Brown and Williamson brands. Pnarease sh~xe 29. Wish we could take them from full taste category 30. Wish w~ had a cigarette that was so safe we could appeal no non-smokers 31. Wish we had a zero mg. tar product 32, HOw deliver flavor/taste without ~ar 8. How know if it should be ~ free standing cigarente Or an addition to another brand 9, How discuss ways to position a fre~ standing LTH%I product I0. How preempt thls position so completion doesn't come on market with same thing ii. HOw make it unique to Brown and Williamson so at least makes others look like J/Ritation 12. How to geK across u@ consumer that what he likes (nicotine~ is not what hurts (tar) 13. Wow to say in a way government will allow: i.e. this is safest cigarette you can smoke 14. HC~ convey by implication 15. Wish cfgaresze with high nicotine would have perceptively different taste one that strikes a cord. 16. Wish we could address ourselves to free nicotine as opposed ~o nicotine as we kn~N if 17. [~w have free nicotine ns opposed to bound 18. HOw do we develop an albyline tobacco blend to reach 1.5 N/T ratio 19. HOw to position this cigarette without mentioning nicotine 20. Wish we could make nicotine as positive factor 21. How show value of nicotine (giving you a lift) {starter in A.M.) (calm down) 22. How u@ market an addictive 9roduct in an ethical manner. 23. HOw avoid vulnerahilitf issue w~ may face by promoting nicotine 24, ~w market a product with benefits of nicotine w~thout negatives.t i.e. albyline

s~bstitute or augment nicotine sensatlon/percepfion 39. }low use robbery 9r Ventini. Put granules of nicotine at end of filter as you smoke it rubs nicotine from granules people suggested en3o~ssnt and was upbeat. 44. Wish we oome out with total surprise product that appeals to non-smokers/ 49. H~ make a lettuce leaf tobacco socially acceptablel Peer ~roup acceptability 51. HOw appeal to go after the heavy ~oker 52. Wish we could market a product which would broaden cigarette market by allowing 53. H~market a product with taste satisfaotion without health social concerns among young people 55. How get Fonzi to endorse product 58. How to translate capturp gratifications of sexual tone into product product talus aerosol particles and longer lasting. 68. HOw to make a smoking respirator 72. Wish we could make smoking more socially acceptable than non smoking 73. HOw remove the ~uilt from smoking 74. Wish I had a v~dka