Tobacco Documents Online

Dave's 1969hT0909 45266D1.PPT-1lm August 10,1994 _ Y&R

r'The Basis • Y&R Research on Young Adults - The Coping Generation - Twenty Somethings - Expert Interviews with Psychologists, Anthropologists • Research on YAMS - Philip Morris Segmentation Study - Thirty focus groups and 40 one-on-one interviews among Young Adult Male Discount Brand Smokers (total 1,000 respondents) • Other Secondary Sources - Yankelovich Monitor, Roper Reports 45266D1.PPT-2/m Y&R ~

Key Consumer Learning For Brand X • The very real emotional impact of having to "trade-off" or "trade down" each time a consumer reaches for a deep discount cigarette must be offset by communications which create a psychic, emotional reward for the purchase - Make them feel good about their brand choice, not that the only reason for purchasing the brand is because they are "cheap" or "broke" - Give them the feeling that they are in the driver's seat - not the victims of the circumstances they find themselves in • Given the individualistic nature of these consumers it is important that Brand X feel and be original, diverse - not imitative, contrived, or predictable \****~9968LTt}909 45266D1.PPT-3/m Y&R =~

Achieving Brand X Leadership In Today's Marketplace 45266D1.PPT-4/m Mass Authoritative Assumptive Remote Consumer Responsive (Customer Initiated) Vague Value Individualized Authentic Appreciative Interactive Consumer Sensitive (Company Initiated: Surprise & Delight) Tangible Value Y&R ~

r The Essence of Tobacco Enj oyment: Rational: Taste Price Sensory Preference Experiential: Pleasure, relaxation Self reward Social Emotional: Escape, adventure, excitement Independence Personal expression \444 ss~t ~a~oz Y&R ~

Dave's Positioning Recap Key Consumer Insight: • In a category that is supposed to be a reward and indulgence, for most YAMS discount cigarettes stand for the antithesis of what smoking is all about. Therefore YAMS don't feel good about purchasing discount cigarettes when they have to • In their heart of hearts, they would like to feel that when they buy a discount brand, it's because they choose to - not because they happen to be cheap, broke, or desperate 69bSLT09oz 45266D1.PPT-6/m Y&R =.moo

Dave's Positioning Recap Consumer Benefit • To young male adult smokers, Dave's is the brand choice in discount cigarettes because Dave is an honest individual who they can admire and trust to make a quality smoke Reason Why • Dave recognized and empathized with YAMS' personal experiences with discount cigarettes and did something about it - he made a better one, an "original blend packed tight." While speaking to YAMS in their language, Dave further strengthens the emotional connection, trust, and belief in his product ©~:RLT0909 44 45266D1.PPT-7/m

Strategic Campaign Components Dave's Product • Dave promises: "To give cheap smokes a good name" Quality, commitment, entrepreneurism, problem solution • The story of Dave's Original Blend: Hand cut, barn-cured, packed tight. Brand quality and authenticity. Different smokes. Dave's Legend • Dave's pride of craftsmanship, personal integrity, commitment • Dave's values - spontaneous, individualistic, honest lifesmart, unpretentious, human, fun • Dave's place - the farm, the barn, the truck, daily life • Celebration, recognition of Dave's grassroots achievement: "One Man Got It Right" Dave's Specials • Unexpected, surprising, down to earth, FUN 45266D1.PPT-8/m T~GSLT0909

Dave's Foundation Visuals • Box and Dave's logo • Big cigarette • Logo/barn and tobacco field • Fat leaves • Packed tight • Dave's yellow truck ~~,GR~a ~09~~ 45266D1.PPT-9/m

r'The Basis • Y&R Research on Young Adults - The Coping Generation - Twenty Somethings - Expert Interviews with Psychologists, Anthropologists • Research on YAMS - Philip Morris Segmentation Study - Thirty focus groups and 40 one-on-one interviews among Young Adult Male Discount Brand Smokers (total 1,000 respondents) • Other Secondary Sources - Yankelovich Monitor, Roper Reports E46SLI0949 ,520M.P"-2" Y&R =.moooO ® ® C U t .,