Tobacco Documents Online

subject: CIGARETTE CONCEPT TO ASSURE R JR A .~ LARGER SEGHENT OF THE YOUTH HARKET I'-":" office" i ,,s,morancJu Date: December 4, 1973 i::~ ..... Director, Marketing Planning ....~:.. . i::~i~.."..i~i~!~i~.~ It is suggested to develop a new R2R youth-appeal brand based on the ~ncept of going back - at least halfway - to the technological design of .:::::::~i::ii~i~.::~..~e WINSTON and other filter cigarettes of the 1950's, Memorandum : From: Frank G. Colby This will summarize the suggestions that I made to you by telephone :¢'i yesterday. .............. It is apparently estahlishc~ beyond a doubt that Philip Morris' .... ii!ii~i:~:!:i:~arlboro cigarette has a much stronger hold on the up and coming new • ::t::.:.....:.:~aneratlon of smokers than WINSTON cr our other brands. It seems to me .............. that a "me too" brand stands very little chance of changing this situation. What is needed is a new concept. ~iiii~i~i ........ Another condition seems to me to be a need to be able to develop such i:- ..... a.:¢igarette for the immediate future and not many months hence. ...... i ..: My suggestion covers all these conditions. It is baslcally to go back ~!ii~:!iiii:ii~::i~::i much as possible - probably-at least halfway - towards the old filter ii::!ii::i:;ii::!:7!i~Barettes, i. e., the cigarettes of the 1950's prior to the Surgeon Ge~eral's Report. These cigarettes had the following three main character- :::.:.:.J~s~Ics as distinguished from today's cigarettes: ::::::::::::::::::::::::::::::: .~:~:~;. ............. ~ 1. They delivered more flavor (tar). ~::~:::~:::'~::~:::~::~:'~::::~ 2. They delivered more "e~Jo~en~" or "kicks" .... ~#~;~:~;; 3. They delivered more puff~ - at least 20l more. ........................... ~: benefit vh~ch may or may not be promotable ~ ~ha~ .... ~:~T~: cigarette ~ould develop a much ]ess percentage of sldestre~ :::::::::::::::::::::::::::::::7:::: smoke compared to t~ay's cigarette. This decrease ~ould ~7~::~::~:;::~::::~::~:;~::~ be roughly In proportion to the increased muter of puffs. ~ ............. ~: The reasons for these differences are not so much between the tobacco of ?~;~ay and that of ~he 50's, but the paper (much more porous today) ~d the filter material (much more absorbent today). In my Judgment, for public relations reasons It would be impossible go back all the way to the 1955 type cigarettes. As far as tar and nicotine In ~he smoke are concerned, I believe it should be possible to achieve the desired effect by goin8 to a tar level of today's Pall Mall (non-filter type) of about 29 mg ~mr and 1.8 mg nlcocine. Still, with ~ old style filter, any desired additional nicotine "kick" could be easily obtained through p~[ regulation. CX ~A-A BMO27084

Hr. R. A. Blevins, Jr. December 4, 1973 • ':ii~:ii~-..':~.>: ..... To su~arize, it should be easy to develop, within a relatively fe~ i~ ...... weeks, these new youth-appeal cigarettes for market testing for which the i~i~i::~.':;~i~::~::|ollo~tng advertising claimscould be unequivocally proven: They ~lll deliver ~ ..... ~ore flavor, more enjo)~ent, ~d more puffs for the money than any large :~%,~elling cigarette on the marke~ or for that matter, than any other cigarette ::::'~'~:~*:~'~~:~'~'::~ It ts my understanding tha~ a very 1tmtted number of ctgarettes og the .... ~s are available from a scarce supply ~or test comparison purposes from ~#~!~::~e Zobacco Develop~en~ Departmen~ (Zo~ Eskew or De1 ~ohnson). In our conversation yesterday~ you men~ioned that you were Jus~ ~hen trying to develop a concept for a ne~ brand appealing to the old C~EL snd o~her old ~ype cigarette smoker, except having a filter. I believe that ........ .:.:.:. the concept outlined above can also be used for ~ old timers~ brand ~:::::::.:.~h possibly a so=e~ha~ dif[eren~ top dressing fo~ula. ,.:.::::~:~::::::.,, ii!ii~ili::::' FGC/pgg Fr~b y In the middle 1960's NINSTON had approximately the tar:and nicotine levels suggested. Additional details on this~an be provided. CX 44- B RM027085 ~