Abstract
This Lorillard document from the 1970s mentions the (apparently quite common) problem of cigarette pilferage in multiple stores in the New York City area. It also describes an interesting interaction wherein a cigarette marketing rep tries to convert a "young stock boy" working in one of the stores to smoking Lorillard brands, to no avail:
"Stopped at a Pathmark Super Market in a huge shopping center in Long Island. All cigarette sales take place in the "prescription" area of the store. 60 cases were on display (ready to be stocked). Spoke to a young stock boy regarding brand he smoked. He was a Marlboro man (which is in keeping with research regarding brand acceptance among the young). Tried to switch him in every conceiving way, but to no avail. Winston too flat--Kent too bland."
Fields
- Notes
Lorillard now claims they oppose youth smoking.
- Quotes
[From Page 2]
Meeting commenced in Kent's conference room at 10:00.
Mr. Carey told us that the new Kent Menthol goes national on July 1, 1970. He presented the music for the Kent TV and radio commercials. The message, set to a rock beat, consisted of the following:
"Kent got it all together. All the refreshment of Menthol all the taste of Kent."
We heard two versions of this jingle (the second version Latin) Mr. Carey told us that there are other ethnic arrangements of thi jingle.
[From Page 7]
Started researching [Kent] Cigarettes in Bohack Super Market Queens. Bohack was a relatively small store located in the lower middle claww White Protestant area. All sales for all cigarettes take place at the check-out counter. This is true of every super market that we visited....
Second outlet researched was A&P Super Market in Queens. This store was larger than the Bohack Store, it was located in Queens Jewish neighborhood....Store manager was very cooperative here and explained that cigarette sales must take place at check out counter due to pilferage. He went on to say that high ticketed items like Salmon, etc. are the first to disappear from the shelves.
Third stop was a Diatch Shopwell in Queens...Once again we learned that pilferage would be the prime consideration in getting off-shelf display...
Stopped at a Pathmark Super Market in a huge shopping center in Long Island. All cigarette sales take place in the "prescription" area of the store. 60 cases were on display (ready to be stocked). Spoke to a young stock boy regarding brand he smoked. He was a Marlboro man (which is in keeping with research regarding brand acceptance among the young). Tried to switch him in every conceiving way, but to no avail. Winston too flat--Kent too bland.
Visited three drug stores and found cigarettes stocked behind counter to avoid pilferage problem....
- Company
- Lorillard
- Recipient
- Orth, R.
- Sigman, S.
- Region
- United States
- Named Organization
- Bohack Supermarket
- Daitch Shopwell
- Pathmark Super Market
- Robert Brian Associates
- Supreme Court of the State of Ny
- A&P Supermarket
- Named Person
- Sandelman, R.
- Shaller, M.
- Carey, R.
- Gaberman, Phil (Creative Director, Brian Associates (Ad Agency) 1970)
Sent letters to New York design schools, ostensibly on behalf of the Lorillard Tobacco Company, seeking assistance to design a package that would appeal to the "youth market"
- Mueller, J.
- Rosenfeld, J.
- Type
- REPT, OTHER REPORT
- Litigation
- STMN/Produced
- Subject
- Pilferage (Theft/shoplilfting of cigarettes)
- youth
- target market
Document Images
Page 1: ths40e00
,yEXH 77
DkTE
,
LORILLAFD
^.0\`F'E',RE.rCF '`,lEE : 1':'_'3S
W!'TH
P,C7BER7r' B?iA'~' ASS-?CIATES, T^'C-'.
v ._
SUPRii'tE COURT OF THE STATE
CUUNTY OF NEW
1970
Dolores J. Ryan; C.S.R.
Official Court Reyorter
RT OF 11-1E STATE GF f1EW Y~K
SUPRF1~lE UNTY OF NEW YORK
~
Ident. ............ Evid. ..........
~,~hibit .......
..
Date
,,....,..,, ....................... poforea .1. Ryaa, C.S.R,
pf f icia1 Caurt Reportet
Page 2: ths40e00
C ine 10, I'; 70
Present for client: ' Mr. - P obert Z"'are
Present for Agency: Mr. Pobert Sandel:man
Phil Cabermcr.
Jerry :=:osenicld
irob Ort:
Stan Si'c-me::
Meeting commenced in" Kent's conference room- at l0: 00.
Mr: Carey told us that the new K ent IM.enthol goes` national
on July I, 1°70. . He presented the music for the K ent
TV and ro adio cornmercials :-- - .The
"Kent 'got it all together. .. All the refreshrnent 'of
We heard two versions of this jingle (the second version
Latin) N" r. Carey told us that there are other ethnic
arrangements of this jingle.
Discussed jobber acceptance of F';: ent N':enthoi, and learned
that there was absolutely no resistance evident during
introductory promotion in Eoston ~' Dallas.
messate, set to a rock
Page 3: ths40e00
. k. arey a«v wci_L
that due to itf high cost, this display waAoe'sng fazed
out in favor of a far less expensive -cardboard unit.
Questioned Mr. ..^.arey on the use of instore disolays.
Were informed that the `tr.:oveable gondola" in supermzrke'ts is
one of the prime methods of raerchandising K ent cigaretzes
out of New York. These siz ' shelf units usuaIlv f zd
Lorillard on shelf #3. When Lorillard is presenting a
"special drive", ( sweepstak.es prerniums, etc. ) a 60 cartari floor~;
_ - - :-- _ . - . .
displ¢y is -usually , cflnsidered in aiding promotion.
- -:. . _. . . - _...
SPECIFTC ,I'~8 ASSiG!`'.VENt'i
Rober-t- Brian Associates will present layout and copy theme
for three small display riser cards. . This therne - will encompass-
both - K ent r egular and K ent Menthol ci garettes .
(Mechanicals due July 15, 1970)
N1 nTS :
This one month promotion will immediately follow the two month
Kent Menthol introduction.
ln the month of F-'ebruary we will propose a base display
Page 4: ths40e00
w:r. Carey ~ ~ up 3 pm date between lA,( Sandelman
and Mr. Mel Shaller regarding future -Sa Ies Promotion
activities.
Page 5: ths40e00
I
~
MENTHOL 1
0's
Art r '~`.echanicals - July 15th
? eed' layouts and~ copy the:-le
for tnree (smail) display riser cards
with new theme -
-: ombine F: ent 100's FY Kent menthol
100"s to say now we've got both I
- This is one month promotion
to follow two month's of Kent
100's introduction
. Kent-
Base display..promotion
For February 1971
.
i.e.. New York's resolution et: . basically counter
units all 5.pieces -(re: office pieces)
,Tanuary & February . -
- True cigarettes push I
: (for health reasons)
T'otal Zales
55% of business - food carton subs
20% - drug, - all others & p
17 0 - vending
Carton outlets _ terminology of trade
Package outlets
v: e can test any therr.e
Page 6: ths40e00
Contsc'i : `eport r -rioay
3 PM '
C
b/ l:/ / V
Meeting with Mel Shaller - Sa Ies Promotion Manager
John ~4ueller - Regional Sales M-anager
Present for Agency - Bob Sandelman
Jerry R osenfeld
Present for Jonever Printing - Stan Sig.mara
3 P &': Met with Shaller - Discussed rBA's new
affiliation with Lorillard. Shaller to date, not
completely sure of how we operate, etc.-
.. Discussed . jobber flyer job,' Jonever' recently;
produced.
~-
. . . . . . . . . :,: . - _ -- .. . .
Found Shaller to be good sounding board
in promotional area. Fige experience in sales. .. Could
enlighten us to real situations in the field.
He showed us various things Lorillard is
doing in sales pro, i.e.: wire, cardboard, e
. . . ., _ -
4 : 30 PM ;
Met with John Mueller
.
Introductory meeting to establish new affiliation
between Ft: A and Lorillard.
Since we will in the beginning be greatly involved
with the sales force and finding out the problerr, s of the
field, Mueller will be very important.
He pointed out the many retail differences in sales
-: of..aigarettes. i.e. Chicago - no retail sales of
individual packs of cigarettes. Can only be bought
in vanding machines. - .
^artons orlv sold retail.
nt Sandelr.,an's request, Mr. '''LCIIer agreed to set
up appoint':re::ts and travel itinerary for Sandelrr.an
to get into field' and work with sales force
-
meeting adjourned at 5:15
..... ~ ... :..
Page 7: ths40e00
P
i a' i :
(
%
:. ...~.
C
Started researching Ken _Cigarettes in Bohack Super =Aarket
Queens. Sohack was a relatively small store located in the
lower middle class White Protestant area. All sales for all
cicaree~-_s take place at the check-out counter. This is true
oz every super market that we visited. Learned that Kent
Cigarettes are rated No. 3-- Marlboro and Winston lst and 2nsi.
Second outlet researched was A&P _ Super Market in Queens.
This store`' was largerr than the Bohack Store; _it. _was ' located.
in Queens Jewish neighborhood.`Learned that Ketits' rate"
No. I here in sales. , Store manager was very cooperative -
,.. - .., -. . : - . '- ' . .
here and explained that cigarette sales '.must take place at check
out.counter due to pilferage.- He went on to say.~~=t high
ticketed items like SaIrnon, etc. are the first to : disappear fror.r
Third stop was at Daitch -Shopwell in Caueens. Kent sales
ranked either N'o. I or No. 2 here. Once algain we learned
taat- pilferage would be the prime consideration in getting
off shelf di splay _
Stopped at a Pathrnark Super Market in a hugh s:-.opping center
in Long Island. All cigarette sales take place in t:ze ''prescription
Page 8: ths40e00
;,; P b~ti~ sac:. ooy regaraing orand he smoked.
I-ie was a Criboro rr.an (which is -in k(ping with research
studies regarding brand acceptance among the young) . Tried
to switch him in every conceiving way, but to no avail. Winston
too flat--l: ent too bland.
Visited toy and greeting card store no cigarettes sold here.
Visited three drug stores and' found cigarettes siocked behind
counter- to avoid pilferage problem. Learned that. Kent. was
among the top 'three brands sold. in -these outlets. "
Stopped at two gas stations in Queens. Cigarette sales here
in vending machines.- - Kent had one facing in the Qld : face
machine, two facings in the new modern machine.
Came in the office at 3:00.
Mr. .. Sandelman spoke to Bob Carey regarding field trip
assignment for this week. Will hear from Carey tomorrow.
Page 9: ths40e00
JulV:
-- K ent Promotions C
1970 - 19,71
Up on counters with Kent 100's, Deluxe and Menthol.
"F'astest Growing nrand~"
2 pack shot.
"Kent 100's Filter or Menthol, America's fastest
growing of all 100's .
August or Seotember:
National on Kent Menthol 85's
Suggest new ideas.
October :
New Promotions
or stay up with Kent Menthol ( strictly one month period) .
March Aoril: ('71)
Next' year first time for large display program.
(Possibly 20th Anniversary)
