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Mr. C. A. Tucker: January 23, 1975 S CRET No. By _ Our attached recommendation to expand nationally the successfully tested "Meet the Turk" ad campaign and new Marlboro-type blend is another step to meet our marketing objective: To increase our young adult franchise. To ensure increased and longer-term growth for CAMEL FILTER, the brand must increase its share penetration among the 14-24 age group which have a new set of more liberal values and which represent tomorrow's ci~tte business. PrmseRtly, almost two-thirds of the CAMEL FILTER busi- ness among smokers over 35 years of age, more than twice,that for Marlboro. While "Meet the Turk" is desf~]~ed to shift the brand's age profile to the younger ag~oup, this won't come over night. Patience, per- since, and consistency will be needed. There may eve~ be temporarily a softness in CAMEL FILTER's growth. ra~s some of the older, more conservative CAMEL FILTER sm~rs are turned off by the campaign and younger, more li~l smokers begin to come into the brand's franchise. Te.._~arket results sugoest, though, that this risk is Th~-C~Trent media spending level will be maintained since teS£--~arket shipments indicate no significant short-term vo~ gains from increased spending. Other competitive brand,such as VANTAGE, Newport, and Virginia Slims with sharply directed advertising have demonstrated significant gr~m~ rates attainable with CAMEL FILTER's media spending }evel. We would prefer, as we did for VANTAGE, to demon- strate an increased growth rate with this campaign/blend and then give consideration to asking for extra monies. JFH:jh Attachment CX-52 RJM 063440 75M00002