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RESEARCH PLANNING MEMORANDUM ON SOME THOUGHTS ABOUT NEW BRANDS OF CIGARETTES FOR THE YOUTH MARKET CX 43-A RM055344 c~

DRAFT SOME THOUGHTS <BOUT NEW BRANDS OF CIGARETTES FOR THE YOUTH MARKET At the outset it should be said that we are presently, and I believe unfairly, ~ons~ained from directly promoting cigarettes to the youth market: that is, to ~:hose in the approximately twenty-one year old and under group. Statistics show Nowe~.er, that large, perhaps even increasing, numbers in that group are becoming ~s each year, despite bans on promotion of cigarettes to them. If this be so, {~!i!!!iis certainly nothing immoral or unethical about our Company attempting to .::::i:i::,~ . ~i{i~!~'~t those smokers to o~r products. We should not in any way influence non- smokers to start smoking; rather we should simply recognize that many or most of ~he "21 and under" group will inevitably become smokers a~d offer them an d~~iSftunity to use our brands. Realistically,.~ if our Company is to survive and prosper, over the long term, W'..'~::"must get our share of the youth market. In my opinion this will require new ~i~.:.,.:.. tailored to the youth market; I believe it unrealistic to expect that ~i~ng brands identified wlth an over-thlrty "establishment" market can ever hecom~ the "in" products with the youth group. Thus we need new brands designed ~}~iiii:i:~:~:!~iparticularly attractive to the young smoker while ideally at the same time ~iiiiappeaiing to all smokers. /iiiiiii!!iiiiiiii~everal things will go to make up any such new "youth" brands, the most ~rtant of which may be the image and quality - which are, of course, interrelated. T~~::=~:~estions then are: What image? and What quality? Perhaps these questions may . best be approached by consideration of factors influencing pre-smokers to try smoking, learn to smoke and become confirmed smokers. CX 43-B RM055345

Table I attempts to define some of the more important-effects expected or ~erived from cigarette smoking by pre-smokers, "learning" smokers and confirmed ~ok~rs. If this incomplete, subjective, simplistic analysis is even approximately ~.~i~Ct, there are sharp, perhaps exploitable, differences between pre-smokers, ~ .l..:i~ers" and confirmed smokers in terms of what they expect or derive from ~g. Let us examine these differences. ::~:~s~ .......... i~::For the pre-smoker and "learner" the physical effects of smoking are large-ly ~n, unneeded, or actually quite unpleasant or awkward The expected or derived psychological effects are largely responsible for influencing the pre-smok~.r ~.Oii:!!~.~}g smoking, and provide sufficient motivation during the "learning" period to [~i~iii"!~i~he "learner" going, despite the physical unpleasantness and awkwardness of t.~ ii~ ...... In contrast, once the "learning" period is over, the physical effects become d:~ overriding importance and desirability to the confirmed smoker and the ~i~logical effects, except the tension-relieving effect, largely wane in ~:~ance or disappear. .:::~:~:~.:.: ~i::':'":'::ii .~::~i~ii~::~::s:~i~::~i~i~i~he common thread binding the three groups together appears to be the fact that s~!~ng of cigarettes offers and provides a desired mechanism for coping ~ith the ~::~es of living, which may range from boredom to high tension and from fatigue ~:::~gh arousal and hyperactivity. Once this mechanism has been experienced and used, physical and psychological habit patterns are firmly established and become self-perpetuating. CX 43-C RM055346

TABLE I EFFECTS EXPECTED OR DERIVED FROM CIGARETTE SMOKING PHYSICAL EFFECTS Nicotine Response Sensory Effects. i. 2. 3. Pre-SmokerI - 0 Irritancy-Harshness Flavor Other Mouth Feel - Dryness, Astringency, etc. Visual - Pack, cigarette and smoke attributes 0 iii:'-%.~.C:Manipulative Effects - Handling, lighting, puffing, ::~i h o i d i n g, a s h i n g, e x t i n g u i s h in g II. PSYCHOLOGICz~L EFFECTS Group Identification - Participating, sharing, conforming, etc. Stress and Boredom Relief - Buys time, valid interruption, bridges awkward times and situations, something to do, etc. Self-lmase Enhancement - Identification with valued persons, daring, sophisticated, free to choose, adult, etc. Experimentation - Try something new, experiment, etc. +++ LearnerI SmokerI 0 CX 43-D RM055347

If the above analysis is approximately correct, then the basic theme for promoting any cigarette to any group should aim, directly or indirectly, at the desirability of using a given bra~Ld as a mechanism for coping with stress. Brands @~ed for the beginning smoker should emphasize the desirable psychological effects of ~g, also suggesting the desirable physical effects to be expected later. ~::~y, then, it should be possible to aim a cigarette promotion at the beginning S.m.oker, at the same time making it attractive to the confirmed smoker. The imfo~7~ation and outline in Tabie I then may be used as a basis for arriving at ~!~i!i:::::i~pecifications for new "youth" brands and for determining how they should be promoted. L;~i~ii~:~i!ii~i~YS ICAL EFFECTS %i!ii~ii::~::{i?~aving:~ identified these as highly desirable to the confirmed smoker but la~ly unknown, unpleasant awkward and/or undesirable to the pre-smoker or '~learner", the effort here should be to affect a compromise to minimize the ~des.%r.able effects while retaining these which later become desirable. Nicotine Effects - Nicotine should he delivered at about 1.0-1.3 mg./ciga~tte, confirmed smokers. The rate of absorption of nicoti~ the minimum for should be k~pt low by holding pH down, probably below 6. Sensory Effects i. Irritancy-Harshness - The beginning smoker and inhaler has a low tolerance for smoke irritation, hence the smoke should be as bland as possible. 2. Flavor - The flavor of tobacco smoke is initially foreign, and not pleasant. One cultivates a taste for smoke much as one learns to like CX 43-E olives or dry wines. Perhaps, as in the case of taste of water, there is no really ':good" flavor, only degrees of "bad" flavor. 8~055~48 Thus for the beginning smoker the cigarette smoke should have a

moderate level of blended tobacco flavor, but should be as free as possible from strong, unpleasant flavors such o as stemmy flavor, etc. A "tar" delivery of 12-14 mg/cigarette should provide the desired flavor level. Other Mouth Feel - The smoke should be "bland" with respect to astringency, hotness, dryness and the like. Again, the theory is that any mouth effect is new and different, hence should be as bland and free of obvious negatives as possibl4 4. Visual - l~he package and cigarette should be pleasing to the eye, will be discussed furtb.er below. The amount and density exhaled smoke should be such as to be clearly visible and not thln or scanty. A tar level of 10-14 mg/clgarette meet this requirement ManipuIative Effects - Carrying, opening and using the package should be convenient. The cigarette should be as long as possible, probably 100 ~m~, to fac±lita'te lighting. The rod should be reasonably firm and a moderately soft, round filter tip should be used. The draft resistance prior to and during smoking should be as low as practica~ and should .not exceed VANTAGE spec'.flcations. The product should require, thus~minimum effort and care to handle and use. CX 43-F RM055349

II. PSYCHOLOGICAL EFFECTS These are the expected or derived gratifications which influence a pre-smoker try smoking and which sustain the beginning smoker during the largely physically ~ird and unpleasant "learning to smoke" phase. These effects also largely determine brand the pre-smoker will experiment and learn with :::::::::::::::::::::::::::::: Group Identification - Pre-smokers learn to smoke to identify with and participate in shared experiences of a group of associates. If the majority of one's closest associates smoke cigarettes then there is strong psychological pressure, particul~arly on the young person, to identify with the group, follow the crowd, and avoid being out of phase with the group's value system even though, paradoxically, the group value system may esteem individuality. This provides a large indentive to begin smoking. If this be true, then the same effect strongly influences the brand .chosen, it likely being the popular, "in" brand used by ones close associates. Thus a new brand aimed at the young smoker must somehow become the "in" brand and its promotion should emphasize togetherness, belonging and group acceptance, while at the same time emphasizing individuality and "doing ones own thing." Stress and Boredom Relief - The teens and early twenties are periods of intense psychological stress, restlessness and boredom. _Many socially awkward situations are encountered. The minute or two required to stop and light a cigarette, ask for a light, find an ash tray, and the like provide something to do during periods of awkwardness or boredom, and afford a little "time-out period" when CX 43-G RM055350 confronting a stressful situation. Smoking also gives one something to do with the hands, eyes. etc. and something to talk about in a situation where otherwise one might simply have nothing to do or say.

This desirable attribute of smoking should be strongly emphasized in promoting a new youth brand. Self-lmase Enhancement - The fragile, developing self-image of the young perso~ needs all of the support and enhancement it can get. Smoking may appear to enhance that self-image in a variety of ways. If one values, for example, an adventurous, sophisticated, adult image, smoking may enhance ones self-image. If one values certain characteristics in specific individuals or types and those persons or types smoke, then if one also smokes h6 is psychologically a little more like the valued image. ~is self-image enhancement effect has traditionally b6en a strong promotional theme for cigare~ brands and should continue to be emphasized. part~.cu~a~y th~ Experimentation - There is a strong drive in most people, " ~ -~ young, to try new things and e~eriences. This drive no doubt lead~ many pre-smokers to experiment witN smoking, simply because it is there and they want to know more about it. A new brand offering something novel and different is likely to attract experimenters, young and old, and if it offers an advantage it is likely to retain~ these users. There is another psychological factor which did not readily fall into Table I, but which may be quite important. That category might be called "Anti-Establishment Attitudes". It does not enter into the decision to start smoking but may strongly influence the brand chosen. Today more than ever, young people tend to reject whatever is accepted by the "over-thirty" establishment, which includes their parents. If "Brand 30+'' is the accepted "in" brand with the establishment, it is likely that many young smokers will RIVI055351 SX 43-H

8 almost automatically reject that brand and start with something else. They will more likely start with "Brand 20+'' which is both the "in" thing with their closest age group and the "out" thing with the "over-thirty" group. Probably in todays market, WINSTON is the "Brand 30+'' and Marlboro is the "Brand 20+''. Happily, the Marlboro will eventually age out of its "in" position with youth, as WINSTON appears to have already done. Now is the time to launch ~he next brand to become the "in" cigarette with the next generation as Marlboro ages from "in" to, hopefully "out over-thirty" status, hence becomes something for youth to avoid. A final psychological factor which also did not fall readily into Table I involves smoking-health attitude~. The smoking-health.~ controversy does not appear important to the group because, psychologically, at eighteen, one is immortal. Further, if the desire to be daring is part of the motivation to start smoking, the alleged risk of smoking may actually make smoking attractive. Fina~y, if the "older" establishment is preaching against smoking, the anti-establishment sentiment discussed above would cause the young want to be defiant and smoke. Thus, a new brand aimed at the ~ng group should not in any way be promoted as a "health" brand, .a~d" perhaps should carry some implied risk. In this sense the warning label on the package m~y be a plus. CX 43-I RM055352

We have looked, at some length, at what qualities and image a new brand aimed at the youth market should have. At this point, it will be useful to summarize what b~s been said; in admittedly general terms: Product Qual~.ty Factors i. Moderate level of nicotine (1.0-1.3 mg/cigarette) delivered at pH (5.8-6.0) to insure slow absorption. Moderate level of blended tobacco flavor ("ta~'of 12-14) free of undesirable (e.g. stemmy) flavors. Bland, soft, moist mouth-feel, with minimal irritancy, harshness, manipulative convenience for beginning smoker. astringency, possibly very lightly mentholated. In "standard" range of diameter and firmness, with resilient: filter or mouthpiece, probably I00 mm in length. Different package type or packaging m~terial, perhaps containing fewer cigarettes, therefore less bulky. Some visible novelty or difference in product or package to set apart from conventional cigarettes, ideally in direction of greater i. Should emphasize participation, togetherness, and membership in a group, one of the group's primary values being individuality. 2. Should be strongly perceived as a mechanism for relieving stress, tension, awkwardness, boredom, and the like. 3. Should be associated with doing one's own thing to be adventurous, different, adult, or whatever else is individually valued. 4. Should be perceived as some sort of new experience, something arousing some curiosity, and some-challenge. 5. Should be different from established brands used by the over-thirty and perhaps even over-twenty-five groups. Must become the proprietary "in" thing of the :'young" group. 6. Should not be perceived as a "health" brand. CX 43-J RM055353