Abstract
This wild Philip Morris brainstorming document is full of bizarre ideas about how to make cigarettes more appealing and marketable to consumers and how to design cigarettes to counter the social stigma of smoking. Ideas include making cigarettes that alter consciousness, administer an aphrodisiac, mimic certain drugs, emit insect repellant, control cholesterol intake, deodorize a room, control appetite, serve as a laxative, renew energy, and even--amazingly enough--cure cancer (although ironically this last one was one of the very few ideas that was later crossed off the list).
Page 3 contains a brief discussion of how to lure quitters back to smoking: "Someone suggested talking with quitters to discover how we might recover these consumers..." The document also discusses how to make the pack more attractive and useful. Ideas include: make the pack into a smoke detector (!), an alarm clock, a calculator, a "handy mirror," a "breatholyzer", or use microchips to make packs that play tunes, or tell smokers how many cigarettes remain in the pack. Another idea was for a "jolt" cigarette that offered extra-high nicotine. Other ideas included cigarettes that enhance athletic performance and increase lung capacity, or slow formation of wrinkles, a "taco-dorito"- flavored cigarette and a carbonated cigarette that would make the mouth all tingly.
The above ideas were generated by employees from Philip Morris Research & Development, Marketing and Sales departments. This document, while overtly aimed at cigarette design and marketing, also serves to reveal the wishful thinking of PM employees that they would prefer, if they had a chance, to make and market a product that was helpful, healthy, non-irritating and that actually had some kind of benefit for consumers.
User-Contributed Notes
- Idées pour rendre la cigarette plus attractive pour tous et chacun.
Fields
- Quotes
In preparation for the 1987 Concept Study, we solicited input for new product ideas from R&D, Marketing, Marketing Research, and Sales personnel. Ten brainstorming sessions were held, from which we received a variety of ideas... We have compiled the numerous ideas generated, referencing research previously conducted and making recommendations as to ways in which many of these ideas can be evaluated in the future.
IDEAS GENERATED
Countering Social Pressure
This category was addressed in all of the brainstorming sessions; the core ideas, however, represented a variety of different approaches. Group participants explored ideas surrounding a product "which only the smoker would appreciate": no sidestream smoke, no odor, self-contained. Implicit in most of the following suggestions was the correlate that there would be no (or minimal) taste sacrifice. Particulate-less sidestream was mentioned, as was reduced visibility or invisible smoke. The sidestream particles could be so heavy that they would fall from the air. For smokers who enjoy the smoke there could be a dial-the-sidestream concept, to turn the sidestream on or off depending on the situation. Ideas ranged from a colorless smoke to a colorful sidestream for a pleasing appearance. The enjoyment of watching and playing with the smoke was expressed by several smokers. Removing the "odor" came from several angles--in the room, in the ashtray, on clothes, in hair, in cars, etc. Perhaps there is an odor that would not be absorbed in material (clothes, curtains, upholstery). Suggestions were made for aromas that would be more pleasant/less irritating to both the smoker and the nonsmoker--pipe aroma, coffee, chocolate, fruit, earthy, freshly cut grass, alcohol, herbs, a roasted or heated smell (instead of burning), a barn filled with flue-cured tobacco, etc. The pleasant aroma could be released upon opening the pack and/or while smoking. Or, when extinguishing the cigarette there could be a pleasant aroma emitted from the ashtray. In looking at the suggestions for sidestream aromas, it appears that some participants took the approach of a subtle but pleasant smell, whereas others were interested in a distinctive, aromatic sidestream.
The flip-side of the problem would be to provide a cigarette that deodorizes a room--a room freshener. Maybe it could have an additional benefit such as an insect repellent. Going beyond this was sidestream that replenishes the ozone layer. Perhaps there could be a "smart" cigarette that would know where smoking was not allowed and would therefore go out. The novel approach of a sidestream collector/deflector was expressed. This might be something that came with the pack which could be used to catch the smoke--even the exhaled smoke. A twist on this idea was a holder, maybe a type of ashtray, to slip the cigarette into when not puffing or a tube into which the smoker would insert the cigarette, capturing or changing the nature of the sidestream smoke. By trapping the smoke, the interest was in decreasing room aroma and the quantity of visible smoke. The trap idea was also suggested for exhaled smoke. The issue of improving smoker contentment, felt when smoking alone or around other smokers, is an area which deserves additional research. The question of 'what is it about the sidestream' was implicit in the many suggestions--interest in the relative contributions of the aroma, the visibility, the particulate. Does it have to be eliminated totally to have a positive impact? Is it the irritation factor, the physical effect on the eyes? What if the smoke was aroma-less but visible? Conversely, what if it was aromatic but not visible? The larger question posed by some participants was "what is it that the nonsmoker complains about?" Is it the cumulative effect of smoke in the room, or more specifically the smoke off the end of the cigarette, the smoke from an ashtray, or exhaled smoke? The directive was to uncover the source of the social pressure and the feelings of "stigma," to thereby determine ways to improve the social climate for today's smoker. Some participants expressed the need for special areas where smokers are invited to congregate, where smoking is a privilege. Although social pressure may be a strong negative force for some, smoking is still very much a social behavior. People who smoke only infrequently are apt to choose to do so when in restaurants or bars socializing. These observations suggest a potentially fruitful line of research to determine the times/situations when the smoker wants to be aware versus unaware of smoking, as well as when he/she feels that others are particularly bothered by the smoke.
Healthy Cigarette
Some new product ideas were derived from reversing the tables on the Surgeon General. There was the intriguing idea of giving the smoker "a cigarette to brag about"--one that was "enriched" or that had a health benefit (vitamins, minerals, medicinal, aphrodisiac, pheromones, one that cures cancer, reduces staining on teeth, fluoride, decreases blood pressure, etc.). Perhaps the smoke would deliver a component to slow the development of wrinkles, to promote hair growth, or to prevent air-sickness. A medicinal product for both smokers and nonsmokers would be one that upon inhalation served as a decongestant (maybe something mentholated) or acted as a cough-suppressant. It could be useful for alleviating the symptoms of colds or allergies.
...Someone suggested talking with quitters to discover how we might recover these consumers, or at least (through their opinions) how to retain current smokers. The question involves understanding the dynamics of smoking behavior to better know how to satisfy the consumer. A benefit could be derived, perhaps, from smoke components that modified mood, enhanced memory or heightened attention. The cigarette could deliver components that alter consciousness and mimic certain drugs, without the adverse effects. Some participants were interested in a cigarette that would control cholesterol intake, weight, appetite, serve as a laxative, or provide a sweet flavor as a nonfattening replacement for desert. Perhaps the emphasis should be on a product that had a calming or tranquilizing effect, like sipping a liqueur. What about a product that enhanced athletic performance or increased lung capacity? The effect could be a "natural" one, perhaps stimulating the neurochemical release of endogenous opiates. Another variation was to play up the advantage of a pick-me-up, a "natural high," that refreshes and renews the smoker's energy level. The underlying idea was to make the cigarette provide additional benefits to consumers. The analogy of baking soda was pointed out, which went from limited use in cooking to roles in deodorizing refrigerators, cleaning teeth, etc. Having strong product benefits will aid the diffusion of innovations, particularly where product awareness relies heavily on word of mouth...
- Company
- Philip Morris
- Author
- Jones, Jan A. (PM Behavioral Research Labs, c. 1980-81)
Philip Morris Associate Professional, Behavioral Research, c. 1980-81
- Wu, Louise Dr. (PM Behavioral Research Labs)
- Recipient
- Martin, Peter (PM Senior Scientist c. 1992)
Peter Martin was an Associate Principal Scientist for Philip Morris Europe. (PMI's Introduction to Privilege Log and Glossary of Names, Estate of Burl Butler v. PMI, et al, April 19, 1996) Dr. Peter Martin worked for Philip Morris Research Center at Box 26583, Richmond, Virginia 23261 in 1975. [Butler 2021648905-13, (P.O.)]
- Region
- United States
- Litigation
- Stmn/Produced
- Named Person
- Surgeon General
- Type
- MEMO, MEMORANDUM
- BIBL, BIBLIOGRAPHY
- REPT, REPORT, OTHER
- Subject
- design and manufacture
- cigarette design
- cigarette ingredient
- cigarette packaging
- smoking benefits (benefits to smoking as a subject for research)
research linking smoking to improving symptoms of Parkinson's and Alzheimers
Document Images
Page 1: lhc98e00
PHILIP MORRIS U. S. A.
I N T E R- 0 F F I C E C 0 R R E S P 0 N D E N C E
Richmond, Virginia
To: . Dr. Peter Martin Date: June 2, 1987
From: . Jan Jones and Louise Wu
Subject: . Ideas Generated for the 1987 Concept Study
INTRODUCTION
In preparation for the 1987 Concept Study, we solicited input for new product
ideas from R&D, Marketing, Marketing Research, and Sales personnel. Ten
brainstorming sessions were held, from which we received a variety of ideas--
some were product-related, some were marketing, some were old ideas revived
and some were unique. The Concept Study methodology can make use of only a
portion of these ideas; consumers evaluate concepts addressing diverse
product attributes that can be communicated in one or two brief sentences.
Much of the information from these sessions can be pursued in alternative
methodologies. We have compiled the numerous ideas generated, referencing
research previously conducted and making recommendations as to ways in which
many of these ideas can be evaluated in the future.
IDEAS GENERATED
Countering Social Pressure
This category was addressed in all of the brainstorming sessions; the core
ideas, however, represented a variety of different approaches. Group
participants explored ideas surrounding a product "which only the smoker would
appreciate : no sidestream smoke, no odor, self-contained. Implicit in most of
the following suggestions was the correlate that there would be no (or minimal)
taste sacrifice. Particulate-less sidestream was mentioned, as was reduced
visibility or invisible smoke. The sidestream particles could be so heavy that
they would fall from the air. For smokers who enjoy the smoke there could be a
dial-the-sidestream concept, to turn the sidestream on or off depending on the
situation. Ideas ranged from a colorless smoke to a colorful sidestream for a
pleasing appearance. The enjoyment of watching and playing with the smoke was
expressed by several smokers.
~
Removing the "odor" came from several angles--in the room, in the ashtray, on ~
clothes, in hair, in cars, etc. Perhaps there is an odor that would not be ~
absorbed in material (clothes, curtains, upholstery). Suggestions were made M
for aromas that would be more pleasant/less irritating to both the smoker and N
the nonsmoker--pipe aroma, coffee, chocolate, fruit, earthy, freshly cut grass,cz
alcohol, herbs, a roasted or heated smell (instead of burning), a barn filled ~
with flue-cured tobacco, etc. The pleasant aroma could be released upon ~
opening the pack and/or while smoking. Or, when extinguishing the cigarette ~
there could be a pleasant aroma emitted from the ashtray. In looking at the
suggestions for sidestream aromas, it appears that some participants took the
approach of a subtle but pleasant smell, whereas others were interested in a
distinctive, aromatic sidestream.
Page 2: lhc98e00
2
The flip-side of the problem would be to provide a cigarette that deodorizes a
room--a room freshener. Maybe it could have an additional benefit such as an
insect repellent. Going beyond this was sidestream that replenishes the ozone
layer. Perhaps there could be a "smart" cigarette that would know where
smoking was not allowed and would therefore go out. The novel approach of a
sidestream collector/deflector was expressed. This might be something that
came with the pack which could be used to catch the smoke--even the exhaled
smoke. A twist on this idea was a holder, maybe a type of ashtray, to slip
the cigarette into when not puffing or a tube into which the smoker would
insert the cigarette, capturing or changing the nature of the sidestream
smoke. By trapping the smoke, the interest was in decreasing room aroma and
the quantity of visible smoke. The trap idea was also suggested for exhaled
smoke. The issue of improving smoker contentment, felt when smoking alone or
around other smokers, is an area which deserves additional research.
The question of 'what is it about the sidestream' was implicit in the many
suggestions--interest in the relative contributions of the aroma, the
visibility, the particulate. Does it have to be eliminated totally to have a
positive impact? Is it the irritation factor, the physical effect on the
eyes? What if the smoke was aroma-less but visible? Conversely, what if it
was aromatic but not visible? The larger question posed by some participants
was "what is it that the nonsmoker complains about?" Is it the cumulative
effect of smoke in the room, or more specifically the smoke off the end of the
cigarette, the smoke from an ashtray, or exhaled smoke? The directive was to
uncover the source of the social pressure and the feelings of "stigma," to
thereby determine ways to improve the social climate for today's smoker. Some
participants expressed the need for special areas where smokers are invited to
congregate, where smoking is a privilege.
Although social pressure may be a strong negative force for some, smoking is
still very much a social behavior. People who smoke only infrequently are apt
to choose to do so when in restaurants or bars socializing. These
observations suggest a potentially fruitful line of research to determine the
times/situations when the smoker wants to be aware versus unaware of smoking,
as well as when he/she feels that others are particularly bothered by the
smoke.
Healthy Cigarette
Some new product ideas were derived from reversing the tables on the Surgeon
General. There was the intriguing idea of giving the smoker "a cigarette to
brag about"--one that was "enriched" or that had a health benefit (vitamins,
minerals, medicinal, pharmnnPs, one that , reduces
staining on teeth, flouride, decreases blood pressure, etc.). Perhaps the
smoke would deliver a component to slow the development of wrinkles, to
promote hair growth, or to prevent air-sickness. A medicinal product for
both smokers and nonsmokers would be one that upon inhalation served as a
decongestant (maybe something mentholated) or acted as a cough-suppressant.
It could be useful for alleviating the symptoms of colds or allergies.
Page 3: lhc98e00
3
We heard the classic idea of an ultra low tar product that delivers full
flavored taste; this is one of our benchmarks from the original concept
study. Instead of changing the cigarette delivery, the smoker might want to
monitor his or her own intake. One idea would be an indicator along the rod
showing increments of tar/nicotine for each additional puff position. A
suggestion was made to clearly position smoking as leisure/satisfaction-
driven, as opposed to "nicotine-driven." One participant questioned the
importance of nicotine to the consumer. Maybe the DATA concept could be
more effectively positioned as an adjustable nicotine cigarette. There were
mentions of selectively filtering various components: nicotine, carbon
monoxide, tar...maybe a way to create central but not peripheral nervous
system effects.
Someone suggested talking with quitters to discover how we might recover
these consumers, or at least (through their opinions) how to retain current
smokers. The question involves understanding the dynamics of smoking
behavior to better know how to satisfy the consumer.
A benefit could be derived, perhaps, from smoke components that modified
mood, enhanced memory or heightened attention. The cigarette could deliver
components that alter consciousness and mimic certain drugs, without the
adverse effects. Some participants were interested in a cigarette that
would control cholesterol intake, weight, appetite, serve as a laxative, or
provide a sweet flavor as a nonfattening replacement for desert. Perhaps
the emphasis should be on a product that had a calming or tranquilizing
effect, like sipping a liqueur. What about a product that enhanced
athletic performance or increased lung capacity? The effect could be a
"natural" one, perhaps stimulating the neurochemical release of endogenous
opiates. Another variation was to play up the advantage of a pick-me-up, a
"natural high," that refreshes and renews the smoker's energy level. The
underlying idea was to make the cigarette provide additional benefits to
consumers. The analogy of baking soda was pointed out, which went from
limited use in cooking to roles in deodorizing refrigerators, cleaning
teeth, etc. Having strong product benefits will aid the diffusion of
innovations, particularly where product awareness relies heavily on word of
mouth.
Several participants were thinking of an object that the smoker would light
to get taste, but would not necessarily burn tobacco. This product would
retain the manipulation and the ritual of smoking, of something to do with ~
his/her hands, without delivering the typical tobacco smoke components. ~
This delivery system could be consumable, where you would know when the ~
product should be discarded (unlike Smoke Break or Flavor). One suggestion N
was inhalable steam--this would provide a mainstream and a sidestream and h:
perhaps even flavor. The idea goes back to a vaporizing effect, perhaps C.'7
something that through deep inhalation would relieve headaches or hangovers ~
or would open the sinuses. The converse is a non-inhalable cigarette, ~
something like a cigar, that provides satisfaction without inhaling the ,
smoke. Instead of "tar" there would be flavor materials to make this
alternative appeal to nonsmokers. The question was posed as to whether some
of these considerations might be accomplished by reducing the combustion
temperature. There were mentions of a cigarette that burns without heat or
that is warm without the burning coal. Such comments pointed to the idea of
a low ignition propensity product; one suggestion was to incorporate
noncombustable sections into the cigarette.
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4
For some, the cigarette could be altered to be a flavored aerosol delivery
system. This could offer a unique kind of refreshment, maybe a breath
freshener or mint. (One person suggested the ultraslim configuration for this
nonburning product.) The "pacifier" idea was to give the sensation of smoking
without smoke. A related idea was the optional smoking device, which delivered
a flavor when unlit, then could be lit as a typical cigarette. Instead of
combustion delivering nicotine, the nicotine could be in the filter, available
through dry-puffing. The reverse was also mentioned, where the cigarette would
be a placebo--a "replacement" cigarette for nonsmoking areas. A concern about
the appearance of such products was also voiced. The question was asked about
the necessary elements for a "cigarette." What would the smoker miss most or
be least willing to forego about smoking? What are the important cues/stimuli
involved in smoking behavior?
The opposite approach to the cigarette delivery system would be a "jolt"
cigarette, that offered a high nicotine to tar ratio. One thought was to
make this a super-strong product with only three puffs. An alternative
stimulant idea was low nicotine but high caffeine.
Cleanliness
Another way of making the smoker "an island," so as not to affect those
around him or her, is to reduce or eliminate the residue from cigarettes.
There was the recurring theme that "less is better," which applied to
sidestream, delivery, residue, staining, and even size of the cigarette.
Participants expressed ideas of incorporating an ashtray into the cigarette
pack, making the butts and packs rapidly biodegradable, adopting our own
"Pitch In" campaign, or completely eliminating the need for an ashtray or
trash can. The theme was to improve the aspects of smoking that are
considered "unsightly." Instead of biodegradable, perhaps the materials
could be recycled. Along an ecology theme, participants considered ways to
reduce the amount of litter associated with smoking, such as: an ashless
cigarette, a filter that was chewable/edible, or a filter that could be
transformed into something else. The analogy was of the capsules that, when
water is added, turn into colorful sponges shaped like animals; this would
improve the appearance of a filter discarded in the ashtray. Perhaps the
filter could be water soluable, so that filters discarded on the street, in
parks, on golf courses, etc. would rapidly dissolve.
Smoking might seem cleaner with a nonstaining filter. This was suggested to
enhance the butt appearance and to convey the idea of increased filter P~
efficiency. One participant coined the phrase, "Low tar cigarette, no tar c~
tip." If the filter did not stain, there might also be less staining of C
teeth and fingers, which would add to the cleanliness theme. As an N
alternative to nonstaining, we could mask the residual with a color dot. ~%
Another idea was to include mouthpiece attachments in the pack to enhance ~
filtration.
%I
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5
The ashless cigarette idea was accompanied by a cigarette with improved ash
integrity, perhaps holding on to the ash until the last puff. What about a
cigarette which would never drop a lit coal--if the lit coal fell off it
would extinguish immediately. A unique idea that came up more than once was
a disposable "pipe." This would offer the consumer the flavors of pipe
tobacco in an easy-to-use form. The idea was to eliminate ash and make the
process cleaner; and, so as to not sacrifice convenience, the "pipe" would be
pre-tamped. Perhaps the pipe would be sealed to keep the tobacco in until
use. Also, the product would not have to have the conventional pipe form; it
could be more cigarette-like to minimize the masculine associations.
The idea of the cigarette as a cartridge to be filled, or a tube into which
the tobacco would be inserted, was also expressed. This line of thinking (of
a self-contained product) encompassed ideas related to a nonburning
cigarette, with no coal and no ashes. An opinion was voiced that maybe there
could be a liqueur category for the nonsmoking segment, having a non-tobacco
carrier for flavor delivery. There could be a tip that the consumer would
break off to release flavor. Some conceived of the product as inhalable,
others as non-inhalable.
Some participants diversified even further to suggest a gum (Nicorette) or a
chewing tobacco that was more gum-like than tobacco-like (to eliminate the
need to spit). It could even be gum with a small amount of tobacco to give
the tobacco flavor. (Since this idea generation session, Masterpiece was
introduced into test market, embodying the concept expressed by our
researchers/developers.) One approach was of a totally consumable smoking
article.
The loose ends or tobacco fines are a source of irritation that relate to
cleanliness. They appear on the filters when first opening a pack, and they
collect in the bottom of pockets and purses. An idea to combat the problem
is coating the ends of the cigarette with a thin film. This film could serve
additional purposes, such as enhanced flavor delivery or sidestream of the
initial puffs.
Related to the cleanliness theme is the idea of a breath freshener (discussed
below). Participants recognized breath as "another way to advertise you are
a smoker from a negative perspective."
Convenience and Economy
A number of ideas addressed the benefits of convenience and economy. Several
mentions were made of a short cigarette, or "quick smoke" (like fast food),~
that offered three to five puffs for those situations where there is not ~
sufficient time for a regular cigarette. The quick smoke idea was also ~
mentioned as a way to eliminate the waste of cigarettes burning up in the }.s
ashtray. To offset the problem of the coal being too close to the mouth, r,;
there could be an adjustable length filter. This could also increase the ;;
filtration efficiency, and keep the shorter cigarette from being too hot. ~^
~
.:
Z
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6
Alternatively, the cigarette could have a very slow static burn; it would
still be there or it would perhaps go out by itself. There was the recurring
theme of the Passport cigarette that "only burns when you puff on it." This
slow or no static burn was viewed as a way to get more puffs for the money.
Looking at the idea from a different perspective, the cigarette could be a
short tobacco rod but slow burning, to give the same number of puffs with
less tobacco required (passing on cost savings to the consumer). A "little
cigar" could be offered, with a pleasing sidestream aroma and the natural
look of tobacco paper.
Capri prompted several ideas of how to reduce the amount of tobacco and still
satisfy the consumer. Reducing tobacco could mean reducing tar, smoke, or
cost. The Capri idea could also be more feminine and more compact to carry.
Some mentioned a Capri-sized rod with a standard circumference filter.
Others suggested either a price-break or more of these ultra slim cigarettes
per pack. The converse was also suggested--a larger circumference (thick)
cigarette to give the consumer the feel of more for the money. This could be
like a little cigar, for a masculine fit in the hands and perhaps a slower
burn rate. One participant asked if consumers really think that cigarettes
are expensive.
The idea of economy and reducing waste of tobacco was expressed in a relight-
able cigarette. Unlike current cigarettes, this one could be extinguished
and, when relit, would have a good taste. Participants pointed out the many
times/situations in which the smoker would want to take only a few puffs,
then continue the cigarette later. If there was a cutting edge on the pack
or in an ashtray, the burned end could be snipped off and the cigarette would
be clean for storage and have a new end for relighting. Maybe the cigarette
could be in segments that could be easily broken off to leave a clean end.
Basically, we heard all combinations of how to turn a cigarette on and off--
self-lighting, relighting, self-extinguishing, etc. A self-extinguishing
cigarette could perhaps be achieved by moisture capsules in the butt, that
would not only put the cigarette out and keep it from smoldering, but would
also eliminate ashtray odor. The self-lighting idea was one of convenience;
when taking the initial puff on the cigarette it would light itself. Along
the convenience theme, it would be handy to have matches/lighters attached to
the pack, readily available. ~
The serious price discussions centered around making one's own cigarette and C7)
reducing the amount spent per purchase. One idea was a mini-carton for half ~
the price of a full carton. A mini-pack was also suggested, to bring the ~
cost of a pack back to small change. In addition, 5-10 cigarettes per pack ~,
may be more appropriate for light smokers, and may be more convenient to
carry. The slimmer pack would fit more comfortably in most shirt pockets or ~;
small purses, and the few cigarettes could "tide the smoker over" to the next~z
purchase of a larger pack. (This Concept Study is fielded among filter
cigarette smokers who report consuming greater than half a pack per day;
there was interest in obtaining information from light smokers, quitters, and
nonsmokers for product ideas that might appeal to them.)
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7
The extreme price suggestion was a really cheap cigarette. However, this
basic idea was expanded on to provide a number of consumer benefits. A high
quality roll-your-own, maybe even a tailor-your-own, was suggested to cut
costs and to enable smokers to modify the cigarette properties (filter, paper,
types of tobacco, flavors) to their own specifications (also monogramming and
customizing one's own cigarette.) Perhaps the rod would be pre-assembled so
the smoker could simply attach a filter. Or, the rod could be formed like a
tube, and the smoker would fill it with tobacco.
The idea was expressed to offer DATA (Concord) as a generic entry, combining a
unique advantage with the price break--something that would stand out in the
price category. The question was asked as to whether smokers perceive any
differences between value entry products and branded cigarettes.
Some participants were interested in the opposite end of the price scale--the
premium products. This lead to appearance changes such as monogramming or
embossing. However, another approach would be to alter the appearance for no
additional cost, to communicate to the consumer that the product stands apart
from all others in quality--an "ultra deluxe" with no price sacrifice.
Taste
Ideas for a better tasting cigarette included premium tobaccos and a variety
of flavor alternatives to menthol and nonmenthol. Participants mentioned all
lamina, no reconstituted material, the 1968 Marlboro, the 1963 Camel, European
blends, all U.S. tobacco, etc. The theme was for a rich, smooth smoke--a
"Marlboro Classic." Maybe there would be some appeal of a high delivery
filtered cigarette. The intrigue of "all natural" products, with no
preservatives and no artificial flavorings--honey, licorice, chocolate--was
also mentioned. New taste mentions were: taco-dorito, sweet, pipe tobacco,
lemon-twist, coffee, beer, chocolate, hickory, fruits (pineapple, apricot) and
a variety of different spices (cinnamon, etc.). A correlary of taste was
mouth-feel; one suggestion was for a carbonated cigarette to give a tingling
sensation. The use of charcoal was touched on several times, from different
aspects; for example, what about replacing the charcoal with cocoa. Questions
were raised about U.S. consumers' attitudes toward charcoal.
A number of aromas were mentioned for sidestream; these could also be flavors,
termed "edible aromatics." After-dinner or liqueur flavors appealed to some
participants. An idea was to have a minipack of these distinctively flavored
cigarettes. There was interest in a variety pack with assorted flavors, like
lifesavors, or a way to compile-your-own pack for individual preferences.
Half of the pack could be menthol and half nonmenthol cigarettes; all three
delivery categories could be represented within a single pack. In the menthol
category, there might be room for both a strong menthol and a threshold
menthol cigarette. A subtle cooling sensation might be viable as a transition
product for smokers switching between menthol and nonmenthol. 20012-9S7.1O
The last puff breath freshener was mentioned in several groups as an idea
worth pursuing. Taken to the extreme, this could actually have a Listerine-
like cleansing taste. In addition to alleviating "smoker's breath," the idea
Page 8: lhc98e00
8
of a last puff flavor change might improve the aftertaste and eliminate
mouthcoating. Some of the smokers mentioned interest in having a pleasant
taste left in the mouth, like they have after brushing their teeth. The fresh
sensation could counter the negative aftertaste left from other cigarettes or
other consumable products. It was suggested that each cigarette should taste
as good as the first cigarette of the day--that each should stimulate the
smoker's tastebuds, even after smoking many cigarettes. The idea was to reduce
the fatigue or the carry-over effect of smoking. Maybe there could be flavor
capsules that give a "shot of refreshment."
Another aspect of refreshing taste was to have a moist smoke. By adding
moisture to the cigarette, there might be less of a dryness in the mouth or
throat. Someone brought up the Waterford cigarette. One participant mentioned
that it was the heat of the smoke in the mouth that made cigarettes taste
harsh--is there some way to cool the smoke? Perhaps there could be a capsule
release or a type of filtration to give a cooling effect. One smoker offered
the opinion that the cooler the smoke, the more inhalable and the more
enjoyable it is.
The process of encapsulation was recommended as a way to offer flavors without
transfer to other parts of the cigarette (as in the last puff concept) or to
other cigarettes. There could be one after dinner or breath freshener
cigarette added to each pack of 19 regular cigarettes. A related suggestion
was to remove a cigarette and replace it with mints or chewing gum. The
recurring theme was one of cleanness, freshness, with no residual taste/smell
on the breath. Another taste approach would be to have encapsulated flavorings
in the tow. These could be distinctive, or a subtle enhancement of the tobacco
flavor. They might be delivered at the smoker's choice, either by dialing or
squeezing the filter. Perhaps there would be interest in sweetened tipping
paper or flavored tipping.
Variations on nonfiltered cigarettes were mentioned. Someone wanted an English
Ovals taste in a round cigarette. The advantages of a nonfilter were an easier
draw, less residue (no filter to discard), and a more satisfying smoke. A
potential disadvantage to be considered was tobacco fines getting in the mouth.
This problem could be overcome by offering a filter tip for optional use, or by
recessing the tobacco column. One participant suggested a low-tar filterless
cigarette (which has been introduced in the Pall Mall family.)
A controlled profile cigarette was discussed--perhaps to be achieved by using
variable filtration paper or dual rod. The objective was to enhance the impact
of the initial puffs and to decrease the harshness of the latter puffs.
Novel or Improved Cigarette Appearance
200129S'711
Image ideas were also applied to the cigarette. Each rod could be numbered,
each could represent a different chess piece, or they could have the designs of
playing cards. The cigarette could have a band around it in assorted colors.
The rod could be monogrammed. If the paper was transparent, the consumer could
actually see the tobacco in the rod--they could see the blending and could
watch the smoke going through. This topic prompted mentions of marbelized
paper, colored paper (green on menthol), tobacco paper (for an "all natural"
appearance), or a non-paper wrapper--something that is sprayed on that would
give a unique texture.
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The tow could be altered for aesthetics, such as green on menthol. There could
be a cigarette that was twisted for an unusual appearance, or that provided an
indentation for the fingers. The cigarette could be freeze-dried, and when
heated would take on the normal appearance. One participant thought cigarettes
would look better if they did not have the detectable seam line. Tipping paper
could come in different colors; the rod could be a different shape, or it could
be waterproof.
The negatives of cigarette appearance included: the char-line, staining (to be
clean and white on the end), streaking, loose ends, firmness, coal drop-off,
and the flakey ash. The issue was how to raise manufacturing quality--what are
the important defects? From quality came the mention of an oriental (Japanese)
cigarette, and the question of what image Americans have of imported
cigarettes.
The discussions included ways to alter the cigarette for a number of miscel-
laneous benefits, most filter-related. Cigarettes could be designed with a
counter weight that shifts the balance point as it burns, this way the
cigarette would not fall out of the ashtray. The filter could be of a
different texture from the rod for easy detection (even in the dark) of which
end to light. There might be a way to indicate when you get to the end of the
cigarette, to prevent a last puff from burning the filter--how about changing
color on the last puff? A differently textured filter would not be only for
detection, but could also be easier to grip and could enhance lip-release.
(The question was asked as to whether lip release was a consumer problem.)
Mentions were made of lip gloss or chap-stick applied to the filter, for
smoothness and perhaps for healing properties (aloe). Some simply wanted a
filter color or texture that did not show lipstick.
The shape of the filter also could be altered, such as a formed mouthpiece
(FAD) filter or a tapered filter, for a better fit in the mouth. Or, the
length of the filter could be changed. Perhaps a longer filter would give
the perception of enhanced efficiency (tapping into the health benefit), or
of less tobacco (economics) while maintaining cigarette length and
circumference. Regarding the filter, one suggestion was to make the filter
and rod interlocking to reduce the incidence of filter fall-off. There also
could be attachable filters that were interchangeable, each with a different
flavor, to give the consumer taste options.
Packaging and Graphics 26"01'~~~~~~
New packaging ideas were of interest for cigarette freshness, convenience,
and appearance. The idea of "factory freshness" could be conveyed by adding
either manufacture or expiration dates to the pack. These dates could be
indicated on a small pack calendar, so the smoker would always have a
calendar at his or her fingertips. A freshness/staleness indicator could be
incorporated into the pack, to detect if the product had been exposed to
environmental extremes. A moisture-resistant pack might also be of interest,
or a pack that prolongs shelf-life and prevents the cigarettes from drying
out. The question was asked if moisture-retention was equivalent to
freshness. Perhaps there could be an air-tight pouch, extra-sealed, zip-
locked--maybe one where the smoker breaks the perforation when opening.
There was appeal in a vacuum-pack, such as for coffee, where you experience
the freshness upon opening with several senses. Maybe a pack that tightly
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clicks closed. The idea of individually wrapped cigarettes was mentioned
more than once, both for extra freshness protection and for the option of
selecting the number of cigarettes to carry. Or, there could be individual
compartments within the pack, such as tubes that open independently for each
cigarette. The empty compartment could then be used for storing butts (or
the relightable cigarette).
For neatness, the cigarettes could be packed with the tobacco ends up. This
way, the tobacco fines are more likely to stay in the rod, and are less likely
to end up on the filters. (Some smokers currently open packs from the bottom to
keep the filters cleaner--these are typically mechanics, ship-workers, etc. who
do not want their fingers to touch the filter end.) Rather than redesigning the
packing procedure, the suggestion was for a versatile pack with the option to
open it at either end.
NPY4. Q.a..c'.~SA13i,nrj 'uy a-rrunh,-er -0r participan'ts: a
flip-top box that opens from the side (like laundry detergent boxes), a slide
and shell, an easy-to-open foil, a simple one-piece soft pack, a reinforced
soft pack, an oval pack with a hinge lid, two connected packs of ten
cigarettes, a translucent or transparent pack (to show how many cigarettes
remained), one specially designed for vending machines, a plastic pack, a
flourescing pack that glows in the dark, one that presents each cigarette, or
an easy-to-find pack (clap your hands and it responds). There was interest in
a pack that had a compartment for carrying matches/lighter. The question was
asked if finding the pack or the lighter in a purse was a problem for
consumers. Another question regarded box versus soft pack preferences, and
why there appears to be a geographical influence on this preference.
Additional packaging attributes of interest were reclosure, ease of opening,
protection and reduced trash. There could be a velcro closure on the soft
pack to keep cigarettes in and to keep the tobacco fresh. Velcro might also
be used to attach the pack to clothes; maybe a clip-on pack. There could be a
pack that dissolves. The suggestion was made for a tamper-proof or tamper-
evident pack, that preferably did not require added inconvenience to the
smoker. A question was raised as to the perception of current pack
protectiveness. The idea of a child-proof pack was also expressed.
Deviating somewhat from the pack, there could be a "cartonless carton," where
packs are attached to each other. This would reduce the quantity of packaging
material required, and the smoker could break off the number of packs he/she
wants to carry at any given time. These ideas lead to that of a dispenser
carton or decorative tin. Perhaps the old cigar boxes would be a way to offer
attractive designs on quantity purchases; and, like the cigars, the cigarettes
could be individually wrapped. 200129 8713
The pack could incorporate a number of new functions, such as a smoke detector,
an alarm clock, a calculator, a handy mirror, or a breatholizer. It could be
musical. The advent of microchips offers a world of opportunities--packs that
play tunes, give instructions, or tell you the number of cigarettes that
remain. What about a series of fortune cookie packs? The pack could have a
secondary function on reuse--toys or compartments to hold small items. Or, the
pack could be reused for cigarettes, where the consumer only has to buy the
refills.
