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Proceedings From Delta Session 4 1 Y November 28, 1988 at RJR Plaza " Ea_r.Ucipant.s- Lynn Breininger Fran Creighton Joe Inman Jerry Lawson Alan Norman Kevin VerneO Bill W hitlatch Ta_.sk: To present/get group input to revised concepts, which will be used for agency direction and qualitative exposure prior to the Orlando groups. 0l 0 0) 0) 01 0) 0) UI J

Personal Performa.nce Pro_duct Description. • 85 m m regular and menthol • Cork tipped Version A: FF tar with low nicotine Version B: FFLT tar/nicotine with low dilution and filtration Version C: FFLT tar with high nicotine (XGT) Produ_ct,Cortccpt Introducing the first cigarette that gives you all the taste and satisfaction you're smoking for with half the [tar and/or nicotine]. It's hard to believe, but this is one cigarette that lets you have it all. \~I.arketin Conc~>t • Mass distribution • Separate campaigns for YA's and other targets • YA campaign built on irreverent humor re: believability of the promise Example: DV8. It's another low tar cigarette from a gigantic corporation that's just unbelievably good. It won't make you look better, smell better, improve your love life, or take your clothing to the cleaners. It does deviate from other cigarettes by giving you the taste and satisfaction you want with only half the tar. DY8. it .Ci tnot •what you expeci.

Pr.olect_-.A-m-I?. uct__~esc_r.i~tio_n • 70mm product (shorter filter) • 25.6mm circumference • 25 mg tar • Black tobacco/darkened tobacco • Unrefined paper • tligher nicotine (`3U p) T•'r.pd uctC. on ce p t Introducing the highest impact cigarette ever. More tobacco with less filter for more satisfaction, more smoke, more excitement. M ar k.et ing.._CQnc~~t • Clubs for rehearsal time, equipment available. Performance opportunity. • Grass-roots groups-- tie in with club • Limited distribution: clubs, convenience chains and gas stations, bars, record/video stores, video arcades. AMP is a cigarette smoked by people on the edge of rock 'n roll. It's a brand born int he world of rock music. AMP is a cigarette brand and a rock club. Aiv1P clubs are a piace where new groups can ha•ve free the rehearsal space and equipment needed to put it all together. AMP may be hard to find for some people-- it's sold in clubs, bars, and some stores-- you'll know where to find it.

High_..Nality_ Pr.oduct Uues.crir)t.i,o rt • 85mm, full flavor, regular (NM) a Slightly larger diameter-- 25.5mm p High packing density, low perm. paper • Reduced processed tobacco content P-roduct __COttcept Introducing the best cigarette made today. We've taken the best quality tobacco and put more of it into every cigarette. So much that you'll notice how firm and tightly packed it is. Because of this, the cigarette burns more slowly and lasts longer for more puffs of great tobacco taste. To be explored: 15 cigarettes at standard 20's price. N1 ar 4.: e t.in~,_Cgnce.p tjs_)- 1) Build around good times with good friends, experiences - Could bring back the practice of offering cigarettes to others 2) Experienced tobacco people as spokesmen for the product. "We made this cigarette the best."

-Qg.arettes Iiy_~he Sticls Pr.a,duct Descciptia_n._ • Standard 85mm FFNM and FFM filtered cigarette. • Wrapped individually in cellophane Pt'..o_a uCt Co.nce-p t Have you ever wanted just a few cigarettes... didn't have the money or just didn't want a whole pack? Now you can buy good smokes, individually wrapped and in the quantity you want. -t M_ a r_k_e t_i n.g _C pn c ep • Limited distribution (exclude supermarkets, discount stores) • Two "package" variations - in-store/bar package - vending

P r o j..e c t._w. F_F . I. Yroduc+._ Uescri_ptiNon • :"'r'.1M and M, 85mm (other options possible) • 7.'i.ghtly packed, slow burn • Cuff (turns color when heated, emits aroma) • Storage place on pack • Otherwise a "conventional" cigarette I L . Produc._t_ Concept. A conpletely new innovation has been used to create a cigarette with a unique feature: a cuff that slides down the cigarette and puts out the lit end, emitting a pleasant aroma at the same time. With the cuff, you can relight the unused portion at a later time and it will provide the same good taste as in the first puff. The package has a place to put the partially unused ci.garette until you are ready to finish it. The aroma from t:)e cuff will eliminate any unpleasant smell in the ashtray or on your hands. 1.1 1 . ~~`c? ." -':e t.'_.:'.cY CCncep t Parity priced with packaging to provide a) visual re~n:"or :ement of llrelightz:bil.ityll and b) storage ca pa:.~i.1p i ty . C: <.a~4ive concepts bei ng explor. ed: • "--~0w To Save Your Hutt:" • Humorous cart:oon-li.ke approach depicting ways to ~~ save your butt". ,I Zi c r`1.w, ana Wav To SavE__ Your Eiut_t_'~ t_'~__'~ ?:u;;:orous series of "what can happen" if you don't save your butt properly. • IISta1.e ?,ef:1..avers" Communicates (via humor) what most cigarettes taste like after being relighted. 0) 0) 0) N

p_r.o..l_e_c t;__fi I F' I. Product~_Descri_ption • 85r~~„7 w/24.85 a_r 24.0 circumference • Evaluate FF and_ FFLT • :'igt:t?.y packed with slower burn • C,'% E'i lter w/cork or white tipping E'roduct __overl ays watermark designs on paper continuous cigarette paper as tippi..ng textured tipping (e.g., pearlescent, softer, etc.) various "tastes" on tipping possible use of E,VG for aroma possi.ble use of cas' sheet smoothness NOTE: decision as to what "overlays" to employ will be based on fe~~i,bi_l~ 4y---anc'_..ralz<_umE.7 w~~nt. 7]. L'rociuc t, C ncebt A new cigarette has been developed that provides the s.~ioothest tobacco taste available. This cigarette is ti.gn:.ly packed for a slow, smooth burn and feels good in your hands and mouth. It looks, feels and smells 1 1.I~e a c;uai.l.ty cigarette maC.e especially for women. lIT . '~aY c} ~ na Concer)t I:n a;1 cases, product will be parity priced in simple, nc: frills packaging. All elements will be targeted to appeal to today's female in an unpretentious, provocative manner. Cre:~'~.:i.ve concepts bei ng explored: G i ve Me jNhc t I ``7ant 11 rc::-,aie aggressor in mal.e/female _:>ituation. Positions today's woman as independent and in control in provocative situations. • "F.xoress Yourself:" e`,oro z s stanc',i.r rut independently from all others around her (in a positive way).

enerated f_ar_.F~_r._~~ect, Produ,ci/Markeiing Ideas I 5 p r_.in._gb _Qar d..~ • I wish it was reall•~ different from Marlboro without communicating "feminine" with the product/package. • How to plant a seed and let it grow-- a brand for women on the edge of things • How to exploit the anti-fashion trend • How to differentiate it from B&H, which is dressed up and more our age. • I wish it were an un-choreographed, natural cigarette that men could buy too. I deas For: • Longitudinal water marks • No water marks at all • Plain white cigarette • Pearlescent filter tipping • Pearlescent paper and tipping (all in one) • How to make a cigarette built for the way women smoke-- e.g., smaller more frequent puffs. Ia c_as_ Eoc, • Less smoke per puff • Use XGT/LN product with cork tip, but don't talk to its extreme smoothness, let it. be a discovered bt. riefit. • Give it an extremely hard filter so it doesn't fold over when snuffing it out in ashtray.

Pro-d_Ltct/N1_ar kefing,_.I_deas G_.enerat_ed fc~r_project~ii.~ (continued) _S.pringboa.rcj_s_ • How to make a cigarette built for the way women smoke-- e.g., smaller more frequent puffs. 1yr; (continued) Ldu.~_.' • Use a tipping with texture or lotion that feels softer in your mouth a Make it extremely easy to draw • How to attract women without actually saying it's for them. Ideas For: • Show a man in ad only (no woman, no couple) • Use the "Give Me What I Want" campaign • Make it like Marlboro, but smoother. • Make it 85mm, i.e., neutf-al. • Give the lower tipping edge an uneven, torn look. • fiow to adapt the pack to women. • Use a slide pack-- more elegant ritual to remove cigarette. Look at various designs. • Make it flat like the Canadian pack-- less bulky in purse. • Use an opaque outer wrap, like Premier does. Communicates more protection and actually does keep product fresher.

Proiect._._AUTfIF,NTT C I . YI_oductpc scription • 79mm • rI'i.ghtly packed, slower burn . Special packaging • CA filter Pr- q_ duct__w~rl_aws ATF with and w/o cork tip textured, non-processed looking paper slightly wider circumference packaged in tin, pouch-like packs, utilization of label, slide pack, etc. NOTIE: decision as to what "overlays" to employ wi.ll be based on fe,a_sibi._l itv and consumer want. 7I:. i'rodt~c'._-._.._Concent Product concept specifics are dependent upon final de t.t r.,nination of produc4:, speci_f. i.cations . Concept, however, is as follows: "?:rM authentic cc r.i.garett egarette that looks and feels the way cigarettes used to. This ci.garette even comes in an authentic package to reinforce quality bCnefij:.-s inherent to yester.day's smokes. In net, this cigarette allows you to enjoy an authentic tastc, feel and look of asntooth., ri_cn, 1 eriti-mate --- brand. _. _. _. . !.li.. M~.rxc~~na Conceot ?'ari.ty__priced__with packaging and advertising tonality provi.ding co:amunication of authenti.ci-ty. Cr.eati.ve concepts being explored: r!.'lme rT.'rc3velit YAS fantasy concept whereby a modern YAS is depicted in an older, authentic setting. Leverages appeal. of fantasy and romanticism while communicati.ng product as throwback to a more ti..nc. ,re a Cl.assic Exberience" . "Sha T-ocused on act of male/female sharing smoking experience. Tonality is sexual., provocative with focus strictly on hands and setting. Allows YAS ta i-nvi.sion situation. Package is dominate and communicates authenticity.