Anne Landman's Collection
Chesterfield - West Africa Agency Brief
Abstract
This Philip Morris (PM) document from the marketing department of PM's Lausanne, Switzerland office discusses how to market Chesterfield cigarettes in West Africa. The document states that an overall objective is "To gain a very young audience" for the brand, but then states the "prime prospect" is 18 to 30 years. The "source of [sales] volume" is to be "new smokers." In discussing what "key consumer benefit" of the cigarette PM should advertised, the author states quite frankly that there is no tangible benefit to the cigarette, so the advertising must rely on "lifestyle" imagery to sell the brand:
"There is no tangible product plus, except a possible price advantage...So, the key consumer benefit must be purely psychological and projected through the lifestyle of the people featured in the advertising. Chesterfield is the famous American cigarette sole internationally, and now available in your country for the first time."
Fields
- Quotes
Overall Objective
1. To successfully establish a second PM full-flavour American brand in French and English speaking West-Africa.
2. To rapidly obtain maximum brand awareness and good distribution in all markets entered, in anticipation of possible further restrictions on cigarette advertising.
3. To gain a very young audience thanks to the brand's communication, and by selling the product slightly below the premium-priced international brands.
Positioning
High quality, full flavour, American brand with international presence.
Prime Prospect - Male, 18 to 30 years. - Upper and middle income groups. - Urban. Source of volume New smokers, smokers of all international brands, and smokers of premium priced local brands who want to upgrade to international brands.
Key Consumer Benefit
There is no tangible product plus, except a possible price advantage over other high quality imported brands, but this will not be advertised. So, the key consumer benefit must be purely psychological and projected through the lifestyle of the people featured in the advertising. Chesterfield is the famous American cigarette sold internationally, and now available in your country for the first time.
Tone
Young, alive, enjoyable, aspirational, American.
Executional Area Background
As a result of the advertising concept test carried out in June this year, the most positive element of our communication is "AMERICA". America is a bit of a dream, it is a country appealing to our target audience providing that we use a simple and clear way to communicate this. The lifestyle of young Americans will also attract our potential consumers providing that the people featured are simple, and aspirational to Africans through their manner of dress and leisure activities. On top of that, America is synonymous with good quality products.
Creative Objective
Develop a campaign which will communicate clearly America through typical U.S. vistas and featuring young people of today enjoying life to the full. Their cigarette is Chesterfield, a high quality American product (the brand that made American cigarettes world-famous) favoured by young people. And now, this famous cigarette has arrived in "your" country.
- Company
- Philip Morris
- Author
- Marti, F. (Philip Morris Marketing Dept., Lausanne HQ)EEMA
- Recipient
- Presumed recipient, PM EEMA Marketing Dept.
Document Images
