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i, < . Chapter If: Sur~naris~n:3 awr, lvsis of the results If ~e, to start with, try to come to an over~ll conclusion in respect to the results of the i0 discussion :.~etin[';s, it reads as foll~=s: the test c~_C~2ette ',~:ith the coo!log compound has, as a proposition, definitely oct somethio~ special, it is recoj~ised as so,aethin;~ 3isti~ct from the other t~rpes of cigarettes and it is .$iucn a plhce of its o':;n. This "special" character, ho,~;eveF, does certuinlv not imply only positive ju]gements. The de=;rc~ of ;°;e~e~l aecepCa31o~ of the cigarette is zenera!l~~ stronCiI dependent on the existinZ smokehabits'snd bra~d-preferences. Genuine . (pria~rj) ~lenthol smoke~s (men 8ni~vo.ne~l) reject th~ e!~i~.1_~ette in genera! for the si:apie reason that it contains tooiittle menthol in their vie',';. On the other extreme we find the s:aokers of ordinary filter ciga~-ettes, who never or h~rdiy ever snoke uuentho!. Fo~ this ~roup the test cigarette ~-'as also pre4omi~:~t!V unacceptable, because its menthol character is re ject2d now,yak-. Tha~ does not alter the fact that both g~oups, mectio~ed &he-~-e (distinct menthol and non-aenthoi ~.~okers) do, to 8 ler~je extent, quolifF the test cigarette ss so~ethi~ bet.',,eec en ordin~j and a menthol ci~78rette. Fol" both ~roups, the c~e:'ette v:ith the coolin8 compound is not ~ust r. :a-,,tho! cijsre~te. la fact, there is especi~llz one Zr~.up fo~ ':.hich the tes~ cigarette is sttrsctive after ull: that is the [Troup of the relstiveL7 non-frequent smokers (man sod ':omen) fo~" .,hoe a b~nd of their o;vn does not pl~2r as big a p?rt as fo~" other groups of s~oke£s. ~lso ~he person ':.ho starts ~nokinu can be reckoned to form part of this ,gro~,p. ~[Ptur~llE, the ~uxber of representatives of the las~-m-~ntioned Croup were only scsrc~l5 represented in the several discussion-zrou~s. The selection of the participcnts (,.ned sod ':;omen) had not been directe~ re- wards the non-frequent smokers and those who staFbed .~nokinZ. That is '.~hy the conclusion drsv.n c~nnot be more th~n a hipothesis fo~ this reason. This h~/pothesis is su?ported b~- a phenomenon ze~eral!~ found with s.noke~s of menthol ci/arettes on the one h~nd and smokers of o~diner~- filter cih~zet~es • on %he o%her hand, viz. to indicate the% the test ci[]arette 0 0 tan cLc ~0 BATCo document for Legal Services : Health Canada 27 November 2000

m4m " to be suitable for: non-frequent smoker,s, occ~,sio"al ao-~okers, smokers %ithout s' special brand, people who, in the long run w6nt to ch::n[:e to. real menthol, people for ;°:ho:a ~ f~'esh breath counts more than the pleasure of smoking in itself, etc. Generslljp spes~ing the cigarette was dee~ed mo~e suitable for women than for men. Fo~ persons smoking ordinary filter cigarettes, the cic~rette with the cooling compound is generally o:lly interestini:; to snake ..~s an "in betvlee~". Zn fac~, no one of ~his %roup ~oul:I feel like per:,lin~,ntl$- ch~,nging to the use of the ci~7~rette ,'~ith th9 cooling compound. However, one does regard that the cirhsrette c~uld be considere~ to be sn "in between": in nrder to %let air, v:h9o you htve s]:~ke~ too many cigarettes, etc. It is only then (in similar situ~tion.~) that the cooling effect of the test cicarette is ;.ppreci~te'.i. In all other cases, the cigarette i~ rejected on grou~Js of: containing too much menthol end not beinZ a ge~uine ciqs~rette. In the group of distinct menthol smokerS, e.~ong '~ho.l the test- cloare~e is not generally high7,~,=. ~ appreciated either, the coolin.~ compound cigarette is mainly appreciate4 by way of exce~.tio~: viz. when the specific menthol taste is occesioosl!F not desi~:-'~, like right before, during, or after dinner. In general, however, r~sh enou~ the cigarette is ~'ejected for heinz t~o sh~rp, not ~ ~ and because "the mouth ~ets too dry". ~lthough, the testcl~s',~ retie was actually granted a pl~ce of its own by almost everyone, the replies to the question where to place it exactly amon~ the existing kinds of cigarettes, show variations to some extent, in a few c6'ses the c~,erette is "l=~n.d as rather bein~ a menthol ci.~8rette tha, n'~ noo-",~entho! ci;~.zette: mild m~nthol: but the others describe the cigarette i~ the ~i~-st place ss a non-menthol ci:larette, a kind of Halveret ci:~a~o~e etc. G.~nePsll,y sparking, the menthol taste is notice:] bZ eveFyo,n.~. when tr~ing it foc the first time. However, it i~ strikinl that in-quite s lot of cases ~h~ s~ecific tosl;e experience, eccordin,<gcD to the smokers now tested, already disappe~-rs afte~ the first <D part of the cigarette. In connection ",4th this, one holds the o view that the after-effect does not remain ion~ enou./h. c/o CID _~ BATCo document for Legal Services • Health Canada 27 November 2000

-5- This phenomenon becomes apparent the more so if more cigarettes are smoked in succession; the ~fter-tes~e disappears completely after three or four cisarettes ~re .~ncked. This is felt ;~s an objection. This is the more i,nport~nt beck:use they are s::~okers willing in principle to try the test ci:];,rette for o lonoer period and more frequently. Distinct nonZmec, bhol s~2okers do not :~et so far 8s to &make the third or fourth ciTerette, at l~st not outside the test situction, because the [~[9othol chec;.ct~r of the cigarette forms too m,lch of .~n im[.~edement to ti~em. U ° - A possible not ~mportnnt pro of the ci~oceSte with the coolin:7~ compoum! as compared to a pure menthol cigarette is, es ap[)e~:rs from the test results no::: obtained, that it is co.,si,~ereJ mo~'e suitable to be offered. Yh~. non-m~pti~ol end pert of the menthol smokers themselves, think that 8 real qe.~tho] cigarette hanoot be offered aotuallF. ~s rezards to the best ci:~rette, this objection hardly holds qood; it is d~.emed to be ~uc~ more acceptable for an [,vers~e smoker. This ~oo is to a lerse extent in line with the tendency referred to above., @ire~d.F to regorr~ the cigarette as a cigarette for occasional smokers, v:ho have no brand of their own or at least, pr~p~rtionclly do n0t stie;~ to ib and for ~'~hom, on the other h~nd, gmokin~ has got a sociol function to ~. l arose degree. ~:imost unani"aous ~nswers were received in repl5~ to the question what types of smokers would be distinct o[~ponents of the test cigarette: heavy smokers, habitual suckers, s~_okers of sha~, sackers of cigars "or pipes, not omi~bin~, n~ the other side of the spectrum the prieary menthol s~oker. Generally, women turn out to be more often positive or, less negative, in respect with the test ci~7~re~te, th~o re?n; but i~ this re~ard we should keep in mind that occasioo~! .~-mokin~ ~nd a smaller degree of stickin;; to one's own br~n~] 6,re found ~ore often with "¢,omeo th~n with men, at least in the 2:Toups now tested. Amon!~ the men, }~rlly any reel (pri<~[~ry) menthol smokers o were found. As stated sever~'l times ~iresdy, real menthol CD smokers react in a predominuntly nezstive v:ey° The de~ree of rejection aiTht relate ~o the brand preference within the sector of menthol cizarettes. ~o BATCo document for Legal Services : Health Canada 27 November 2000

-6- :/omen s~oking nl~ ska for inst,,ace, appe~,r to react in a more rejectinZ ':Jay.than women sc~okin.~ Ru~ner menthol (the l:st- mentioned brand is less distinc, t menthol than the first-nention; brund). The followin~; remarks u[,y be made in resp=.ct of the ceoctions regarding the c~olinoj effect. Especi~lly with he~vy smokers of tlorn:~l filter city, certes, this is a negative ex[~.rience: " you t~ke s bite of ;;it", the taste is effected by the coolinc effect st le;st in the opinion of this g~oup of smoker3. Uo',vever, it ~!so occurs that the cooling effect is'not cle8['l7 noticed. In gener~l, . it is deemed difficult to ~indica, te in wh;.t pl~c~ the effect is experienced; ss far ss possible, mcuth 5~:.[ throat c~vi~ies ~Fe mentioned. It sometimes occurs that the test ci'usrette is chsr~ct-~.rise~ . as s cigarette which burns quickly, is lo~,sely rolled end pulls easily. ZasTf pulling is an 2dvazts~e, especi~lly in t~h~ view of the less frequent s.nokers. ~s re.~szds the respect of hee!th, there is s tendency am tI~e one h~nd to qu;!ifj the test cigarette ss s more or less he:;ith£ ci~arette~ but no essential ~Jifferences '.vith othec c~=s~ttes ore found !.[eothol only seems to be he~it>ie~, but it is not~ one s~ys; sod th4 s6me Pezsonin,7 ~.iso holds good for the test cigerette, it is sometimes said th~.t the more menthol it contains, the greater the ch~:nce of ~,nferioc to- bacco; but this reasoning comes forvJ-~rd in second~n~° -~-~nce, . ~h. cigarette the moment one resil~ sterts thiDkinq abou.~ it " = with the cooling compound is qualified b~ som~ p~ople cs bein~ " d~finitely healthy, because smoking; them countenances s~nokiq.7 auto~ntis~, so the habi~uai s',~oking, and consequ~ntl.7 the number of cigarettes smoke@ is decre.sed. [lo:;ever, sane other --~ o people qualify the est cigarette as beini unheoltn~, bec:~use CD you do not ;:ctually taste anythinz add you Oust continue s~okin - tTn "s~art s~okinu more frequently", on CLD BATCo document for Legal Services : Health Canada 27 November 2000

-7- ~s regards packin';, o~le predo~ain~'~ntly prefers li;.;hh, pastel- shades, for instance light purple ~,nd li-;ht pink. In respect to the question whether the p.-_ckinc~ shcul::~ be enhirely ~reen or not (for green is the colour of menthoL) t[~e opinions are rather.livergent. Some of them think it should be, others on the contrsry deem the cigarette to be so sceci~;l that they want to give the p~cking a colour different from tb~e tredi~.ion: menthol cigsrett, e. In ~eneral, one prefers a p~,ckinc in the shape of s car~on sad moreover, pcovi.'led u'ith e fl[,2. This too emphasises the socev;hst feminine ;~nd s!ichl;!ar lux-uriou~ character genera!l~ s~ributed to the test ci[7srette. It does not occur or hardly ever occurs, that the cir;arette is qualified as common or 6heap. ~s regards its price it is classified ~mon-; th~ mic1~le~clezs cigarettes sad it is deemed not to belon:~ to the cheaaer kin is and brands. At the end of the di:~cussion meeting7, "the p<rticip6nts (men an-'. women) ;vere offered a re:~l menthol ci~.zette onO were requeste7, to cabin, re it with the test cigarette. The reactions to this cigarette were~ rather diver-7~ent; this is not so suprising if it is kept in mind that they ~,re considerably connected ~.';ith their original preference of their o:~n brer~d (viz. :~hebher ace smokes menthol or normal filter cisrrettes). Distinct menthol s:nokers e[~preci~te the menthol-blend cicarette r.ore thsn the test cigcrette, for obvious reasons. On the contrar.j, ~neh e.~d women smokinq ordinary cigarettes more stron!-uly reject the menthol-blend th~n the cigarette tested for the very re;~son of the more distinct me~tho! chsr8cter. In the lzst-.~entioned group, however, there are also re:~,ctions ~-~uc~- as: fbi's ci~';~-~rel;t:e (meanin~ the re81 men,hal-blend) is st le~,.~t o reel ~,~entho! cigarette, at legist you kno'~~, v:here you stcn~. AS comp~:re,d with the ~nthol-blen~], the cooli~U co:.-.pound cigarette is quite often defined as hevinf; [~ sharper fl:~vour. --~ cyD The uenti~ol-blend is said to [;<ve mere setisf~,c~ion ~d is o "re~lly fresh " The other v;sy ~roun-~ the test cicarette is n~.,-~ described in ~ fev~ cases as lighter ;,nd .,nil~er as roger:Is oo flsvour than the menthol-blend, while the ],7:st-men'ione~] ci"~.,r is rejected becr.use "it gets too much in your eyes~'. BATCo document for Legal Services • Health Canada 27 November 2000

~n advs:ita:3e of the cooling compoLtnd c~f]arette es c,~np~red with the aenthol cicarette sometimes me~tioqed, is ~hst i~ c~,n better be combined with foo:~, or drinks. -r.othe~ difference is ch~t tire cnoling compound ci:~--,rebte refreshes the mouth v~ithout the f~vour rem~inin!;. Thiz re'~a~k especially originates f~om those who reject the pure me~thol- ble~d cigarette. o O C~D C~D C~D BATCo document for Legal Services • Health Canada 27 November 2000

SCAN- FACT ~A~c~r~s~s 0T~ N:~R ~ BRITISH Af'.,ERiCAN TOBACCO LTD COOLANTS E'{r~LL'~qTDRY PRODUCT CONCEPT RESL.RRCH GROU.P DISCL::~SZSN~ ~'~U 60069 Nay 23, 19'23 Q G CJO CC3 '-.G ",,.G BATCo document for Legal Services : Health Canada 27 November 2000

SUt.I~-IARY CF GROUP DISCUSSION5 CARRIED OUT ON COOLANT CIGAR[~TTES TITLE PURPOSE METHOD RESULTS COOLANTS EXPLORATORY PRODUCT CONCEPT R.F.SEAHCfl To obtoin a qualitative insight into uonsumur reactions to cigarettes treated with alternative levels o~ Co~iant compounds, end to compare those with their attitudes to a control mGnthol cigarette. Ten group discussions were carried out in Oslo, Norway. Five compound/levels were tested in onch one m~le and one femule group. Within each group uF 6-9 parr:one Bppro:<i~ateiy half were regular or occssiunal ~,,anWTul smokers. The rest was smokers of other Filter brand. Within each group was a spread of ages, occupations ~nd smoking intensity. Respondents ~ere given one pack oach of' the test cigarette one day before the group discussion. They were also invited to smoke the test eigarotte during the dlscussio,~. The group discussions were carried out between April 25 and May &, 1973. General reactions to ciomrettcs receiv~d In all groups the coolant taste is commented on sI.,o~Itaneouslv. The majority calls it a menthol t~ste. There are a Few in nearly all groups who question whether i~ really is a menthol taste and the ones who do, seem to be mostly rs~gular menthol smokers. It is c~lled "a cooling feelirig" (082), "u cooling after taste" (082), "a mlxturs of some kind" ({~82), "an unusual menthol taste" (OB&), "not a pure monthol taste~' (141). gverybody reacts to the cigarette an b~ino a mild one. Amongst men this tends @o be said as a critisism (044, 082, 084, 143) whils% women ~Q84) are quits pleased about I%. ThB main difference between ordinary menthol ciga~et@es end the test cigarettes is that the menthol taste is much milder. In most cases it is said to b~ felt str:~ight away but in some case~ it is claimed to be noticed only after a f~w cigarettes. I~ seems to have bnen noticed latur by menthol smokers than by non menthol smokers. 0 0 o o BATCo document for Legal Services : Health Canada 27 November 2000

2o Most menthol smokers in oil groups seem to think tl,nt the menthol taste is too wool< to them whils~ r,on mr~nthol L;mckei.s find that it is the nines t menthol ciqarett~, they have 3:vc___/r smoked~ust because of the weak menthol taste. There are comments, however, in the male group testing 141 and in the female group testing 1G3 that the test cigarettes have tn_~o stronE a mentllnl taste. In the female group testing 141 and th~ male group testing 163 comments are made on irritation In the throat from the test cigarettes. Another main feature is that there is in most of the t~.nt cigarettes o t~ste of tobacco in co:,~bination with the mcn~!.ol taste (products Oq4, 004, 141, 143). In ordincrV menthol ~igarettes the tubacco taste is dominated by the mentI~el taste. This combination of tobacco and menthol is anL~ther advantag~ of the test cigar, et~es to the non menthol smokers. Ho,,~evor, most of the menthol smokers seem to prefer their usuul menthol strength. In some of the groups the cigarette is called a "lJvbrid eiosrette", i.e. somethino in bet~.:eon a mnnthol and a non menthol cloarstte. (084, 141) A Fresh ~fter taste is spontaneously mentioned as to the following test cigarettes: 082, 084, 141, 1G3. This i~ judged a very pleasant quality end is called "a fresh feeling", "a fresh taste", "a weak taste of menthol", 're cooling feeling". Theme is perfume connected with the cigarettE: in the groups discussing products 044, 082, 084, 141, e.g. "a seal]. ~'f figs", "a smell of fine tobacco" (044), "a smell of Turkish olgar~ttes", "like a cigarette you have picked out of n woman's handbag" (082), "like spices" (084), "as if it wa~ taken out of a ladv's handbag" (141). The perfume is identified in some cases ss a smell, In others as a taste. 0 0 Ljr~ c~ --o o BATCo document for Legal Services • Health Canada 27 November 2000

Th~ cigarette 062 is commented on +s being dry in'both tile male and the Female group. This is also th~ ca~e with U84 according to th~ female group. In many of the groups there are ++:~.~ntancotJ~. comments that "this is a ciq+rette for women", "for mroole who smoke lqss than lO cio~rottes a day", "for oc~ole who want to stoo smoking". Received cioarettes versus reoular brand In th~ male oroun tostino Of,& no one could W,ink oF using the test cigarette for regular use. Two of the participants could think of smoking the test cigarette for in-between-smoking. The reasons given for not preferring the test cigarette were, for m~nthol smo~<ers, that the menthol taste is too weak ~nd, for non menthol smokor.~s, that the cigarette is too mild and that menthol taste is not liked at el!. In the female orou~ testino OQq the reouiar mqnthol smakers did not like the test cigarette becauoe the menthol taste was too weak. The occnsional menthol smokers thought they might just ~s well smok~ the test cigarette as the menthol cigrrettea occ~sionaiiy bought. The heovv non menthol smokers in the group could think of using the test cigarette for in-between- smoking to freshen up their mouths after too much smokin~ The light non menthol smokers, however, found the test cigarette ettractive for regular use becaus~ of the fresh ta~tG they get from it and because oF its mildness. In thB male orou~ testino 082 most of the participants prefer their usual brands to the test cigarettes The menthol smokers prefer their usual brand because the CZD 0 ~jn BATCo document for Legal Services : Health Canada 27 November 2000