This R.J. Reynolds (RJR) market research report shows how a tobacco company targets minority groups with low income and educational levels for promotion of its products despite knowing these products are both addictive and deadly. In this case the minority target was young, inner-city African Americans.
The report seeks ways to make SALEM cigarette advertising more "appealing and relevant" to young adult inner-city Black smokers, pointing out that "...[T]he declining trend among younger adult Black smokers is key to the company's long-term growth potential."
For purposes of this study, RJR conducted focus groups among 18-24 year old (mostly 18-20 year old) "downscale inner city Black smokers" with "annual household incomes of less than $20,000 and no more than a high school education."
The showed participants ads with names like "Stepping up," "Fresh Like Lamont," "City Breezin' " and "Smokin' at Percy's Palace" which contained models who were "dressed fashionable, the way people they admire would dress, but not too far out of their reach," to see what they thought of them, and to find out how they could make them more appealing.
At one point, the report seeks to explain why most young Blacks go out to nightclubs with groups of friends rather than on a date:
"This is most likely due to the fact that these consumers do not have a lot of money as well as problems with their own self esteem which makes dating stressful."
RJR knew, then, that this particular minority group struggled not only with low income and educational levels but also surmised that they suffered from problems with self-esteem. Still the company still sought to sell them cigarettes.
Appendix II of the document is a glossary that the writer titled "inner city Black slanguage" that "translates" the language used by this group (for purposes of use in advertising). The "glossary" even interprets physical movements:
PHYSICAL MOVEMENT MEANING
"Respondent" snapping fingers OK
User-Contributed Notes
Fields
Notes
ACRONYMS: YAS stands for Young Adult Smokers. BYAS stands for Black Young Adult Smokers. This document was cited in a deposition of an RJR employee, Lynn Beasley, in the Mangini case.
Quotes
BACKGROUND:
Reversing RJR's declining trend among younger adult Black smokers is key to the company's long-term growth potential. As a result, a Black YAS Initiative will be launched into lead market in 1989 with the objective of reversing RJR's declining share among Black YAS. All marketing resources will focus behind SALEM and against inner city Blacks. This is because SALEM is an acceptable choice for Black YAS and currently accounts for approximately two-thirds of RJR's share of Black YAS. Additionally the focus will be against inner city Blacks since the majority of Blacks, 60%, live in urban inner city areas.
The program will be comprised of new, creative promotion, and field marketing events on a local basis against inner city young adult Black smokers. The advertising agency, LKP, completed their first creative exporatory resulting in six different creative approaches/campaigns...
SUMMARY OF FINDINGS/KEY HYPOTHESES:
...The ingoing hypothesis that the new creative for SALEM is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign seems to be correct for two of the campaigns - "Smokin'" and "Fresh On The Scene."
The strength of the "Smokin'" campaign was the visuals, particularly the "Heroes" and "Percy's Palace" executions.
The strength and appeal of these executions was a result of the way the models portrayed these Black smokers in a positive situation with which they could relate -- when one dresses up, goes out on the town, and has a good time. The models were dressed fashionable, the way people they admire would dress, but not too far out of their reach. There was action and color in the visuals which appeared to enhance respondents' positive emotional reaction to these executions. They also liked one way the male model had "center stage" and was in charge with his girl (female model) on his arm.
....The groups' reaction was also consistent with our ingoing hypothesis that the new creative uses language that is relevant and exciting with "Fresh on the Scene" by far the strongest copy as discussed above. The only concern with this copy is that respondents are expecting SALEM to taste different, but better. If they discover the same light tasting, minty product, they may be disappointed since "Fresh on the Scene" promises something new. Other copy that was not as strong but also liked by respondents included "Smokin' at Heroe's," "Word. Smooth" and "Fresh like Lamont." All utlized language that was more relevant to these respondents because it was language they used. (A glossary of slanguage used by these target smokers is included in Attachment II)...
INNER CITY BLACK CREATIVE EXPLORIATORY (MRD #88-12121)
Six focus group sessions were conducted in Chicago, Illinois December 19 and 20. All groups were comprised of 18-24 year old (with the majority being 18-20) downscale inner city Black smokers of Newport and Kool. There were 4 male focus groups and 2 female groups.
Smokers were recruited to be representative of inner city Blacks via screening from designated zip code areas identified as having a 70% or greater Black population density. Smokers were downscale with annual household incomes less than $20,000 and had no more than a high school education.
HYPOTHESES EXPLORED
Hypotheses explored included:
--New creative for SALEM is more appealing and relevant to younger adult inner city Black smokers than is the current "Refreshest" campaign.
--New creative communicates that SALEM is a brand for younger adult Black smokers.
--New creative uses language that is relevant and exciting.
--New creative is impactful and would be intrusive in the inner city Black environment.
DETAILED SUMMARY OF FINDINGS:
1. Lifestyle/Language Exploratory
A. Clubs
Virtually all respondents liked to go to clubs. Most preferred to go with friends versus a date. This is most likely due to the fact that these consumers do not have a lot of money as well as problems with their own self esteem which makes dating stressful. Sometimes they like to dress up when they go to clubs, but most of the time they like to go casually dreassed...
B. Language
Younger adult inner city Black smokers definitely have their own language. They have specific words/phrases (i.e. slanguage) they use to describe a certain type of person or situation. For example:
Black YAS Slanguage
A very masculine person He's on, sexy
A person you respect He's cool, straight, strapped
A person who has status A suit
What's "in" It's going on, it's on,
it's happening, it's fresh
A complete list of Black YAS slanguage used in the focus groups and their meaning is included in the Attachment II...
ATTACHMENT II
Younger Adult Inner City Black Smokers Slanguage
Word/Phrase Meaning
Strags Women (uncomplimentary)
Kool was "first big kick" Kool used to be big popular
brand
Squares Cigarettes
Straight Good, cool
Hang at To hang out at some place
A suit A respected man, a person who
has status
Word Profound, heavy
Fresh Image - Hip, with it, sexy, bad
Product - cool, mint, light
When you want to cool out Have a good time
He's cool/straignt/strapped A person you respect
It's going on'withit'happening Something that's in
INNER CITY BLACK CREATIVE EXPLORATORY
(MRD #88-12121)
IMANAGEMENT SUMMARY1
PURPOSE:
The purpose of this report is to provide results on consumer reaction to
various creative approaches for SALEM's new campaign for the inner city Black
lead market.
BACKGROUND:
Reversing RJR's declining trend among younger adult Black smokers is key to
the company's long-term growth potential. As a result, a Black YAS Initiative
wiJ.l be launched into lead market in 1989 with the objective of reversing
RJR's declining share among Black YAS. All marketing resources will focus
behind SALEM and against inner city Blacks. This is because SALEM is an
acceptable choice for Black YAS and currently accounts for approximately
two-thirds of RJR's share of Black YAS. Additionally the focus will be
against inner city Blacks since the majority of Blacks, 60%, live in urban
inner city areas.
The program will be comprised of new creative, promotion, and field marketing
events targeted on a local basis against inner city young adult Black smokers.
The advertising agency, LKP, completed their first creative exploratory
resulting in six different creative approaches/campaigns. The Brand Team
explored consumer reaction to these executions via focus groups conducted
December 19 and 20 in Chicago.
RESEARCH OBJECTIVE:
The purpose of these focus groups was to qualitatively explore the appeal,
relevancy, and communication of various creative approaches/campaigns for
SALEM among younger adult inner city Black smokers.
CAUTIONARY NOTE:
Interpretation of the learning from qualitative research is subjective.
Therefore, the hypotheses generated in this study should not be considered
definitive.
SUMMARY OF FINDINGS/KEY HYPOTHESES:
Findings were very consistent between the male and female focus groups.
As such, findings are reported for all focus groups highlighting
differences between the male and female groups where they exist.
The in oin h othesis that the new creative is im actful and would be
intrusive in the inner cit B ac environment seems to e correct for
respondents favore executions -"Smo ng at Heroes/Percy's Pa ace" and
some "Fresh on the Scene" executions. Target smo ers respon e favorably
to both t e action in t ese execut ons as well as the vivid colors in
them. They also incorporated cues/hot buttons which enhanced the ability
of these executions to attract attention such as: positive male/female
interaction; male "center staged"/primary figure; and the right dress
(i.e. Nike warm-up suit).
NEXT STEPS:
Next steps are to make revisions in the creative based on our learning/consumer
input which will be followed by further qualitative assessment (which will
include exploratory on "fresh" dress as well as relevant "scenes.")
CONFIDENTIAL
Marketing Research
Report
88-1212
?t7: MS. F. V. CREIGhWN
IIaIER CITY BLACK CREATIVE EXPIARA'IORY
QJPIES M:
Mr. E. J. Fackelman
Mr. J. D. Weber
Mr. J. V. Bellis
Mr. J. A. Par,paterra
Ms. L. J. Breininger
Ms. D. C. Miller
Ms. Janice Lee (FCB/LKP)
Ms. Diane Krutan (FC;B/W)
Mr. Kelvin Wall
cMLIC i
Januarv 16, 1989
FWf: MS. C. S. HUNTER
PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT
R.J. REYNOLDS TOBACCO USA, WINSTON-SALEM, N.C. 27102
l RJRT Porm 6752 - Rev. 7/66
B. Language
Younger adult inner city Black smokers definitely have their own language.
They have specific words/phrases (i.e. slanguage) they use to describe a
certain type of person or situation. For example:
Black YAS Slanguage
A very masculine person He's on, sexy
A person you respect He's cool, straight, strapped
A person who has status A suit
What's "in" It's going on, it's on,
its happening, its fresh
A complete list of Black YAS slanguage used in the focus groups and their
meaning is included in the Attachment II.
II. In-Market Perceptions - SALEM, Newport and Kool
SALEM's perceptions among Black inner city younger adult smokers is fairly
consistent with its perceptions in the general market. SALEM has both
unfavorable product and user perceptions. SALEM's product is just too light
and its user image skews female, older, while and overall boring people.
Newport, on the other hard, benefits from both positive product and user
perceptions. Its product has just the right amount of strength. And
Newport's user imagery is younger adult and mostly Black smokers. It benefits
from being the most popular brand, the one all their friends smoke.
Kool is a second choice brand for many Black YAS of Newport. Its product is
perceived as the strongest. Kool's user imagery skews male, older and is
perceived to be primarily for Black Smokers.
Summary of Perceptions
SALEM Newport Kool
Too light .Just the ri°~6..a strength ° ~i, almost too strong
"Like not smoking" "They cool you down" More for men
"Need to cut filter All friends smoke "Older people, cause
off when smoke" "Started coming on in been on market so long"
"Like smoking air" the 70's" Mostly Black
Too minty For YAS
Mostly females, Mom's Mostly for Blacks
Older, working women
For White people
Boring, stays at home
and smokes
"They're gone" (i.e. not
popular)
INNER CITY BLACK CREATIVE EXPLORATORY
(MRD # 8-12 2 )
METHODOLOGY:
Six focus group sessions were conducted in Chicago, Illinois December 19 and 20.
All groups were comprised of 18-24 year old (with the majority being 18-20)
dovnscale inner city Black smokers of Newport and Kool. There were 4 male focus
groups and 2 female groups.
Smokers were recruited to be representative of inner city Blacks via screening
from designated zip code areas identified as having a 70% or greater Black
population density. Smokers were downscale with annual household incomes less
than $20,000 and had no more than a high school education.
HYPOTHESES EXPLORED:
Hypotheses explored included:
New creative for SALEH is more appealing and relevant to younger adult inner
city Black smokers than is the current "Refreshest" campaign.
New creative communicates that SALEM is a brand for younger adult Black
smokers.
New creative uses language that is relevant and exciting.
New creative is impactful and would be intrusive in the inner city Black
environment.
DETAILED SUHMARY OF FINDINGS:
I. Lifestyle/Language Exploratory
A. Clubs
Virtually all respondents liked to go to clubs. Most preferred to go with
friends versus a date. This is most likely due to the fact that these
consumers do not have a lot of money as well as problems with their own
self esteem which makes dating stressful. Sometimes they like to dress up
when they go to clubs, but most of the time they like to go casually
dressed.
The most popular clubs are located in or near to where these respondents
live. The admissions fee ranges anywhere from $6.00 - $12.00 and they
will spend anywhere from $20.00 - $40.00 on drinks. The most popular
clubs seemed to remain popular about 3-5 years. Clubs are also referred
to as "discos, lounges, or music boxes." However, "club" appeared to be
the most commonly used name. The most often mentioned clubs respondents
went to included:
Chicky Ricks
The Copper Box
The Taste
The Fantasy
The Surf
AKA
Coconuts
Riviera
Heroes
The complete list of clubs mentioned is included in Attachment I.
V. Current "Refreshest" Advertising
Respondents in five of the six focus groups were shown current SALEM "Refreshest"
Black executions - "Poolside Hip," "Male Waterfall," "Holiday," and "Leg Fan."
Two of the four "Refreshest" executions shown received a favorable reaction from
most respondents - "Poolside Hip" among male respondents and "Male Waterfall"
among female respondents. The appeal of these two executions was the use of
attractive models - versus some of the new creative which was perceived as using
unattractive models.
"Poolside Hip" "She's fresh"
"Cooling out by pool. Good body. Good poise."
"Male Waterfall" "Cooling out. He's fresh. Good body."
"At waterfall chilling out."
Respondents in general liked the relaxing and romantic atmosphere they perceived
in these executions. However, they were not perceived as unique, particularly
relevant, (versus favored "Smokin at Heroes/Percy's Palace" executions) and were
felt to be more for older smokers.
"Mental picture relative to "Smokin' at Heroes."
"Everybody's doing this."
"Smokin' At Heroes looks more like today. '80's action."
"For older men ("Poolside Hip") relative to 'Heroes'."
While many respondents liked "The Refreshest" copy, others felt it referred to
SALEM'S light, menthol taste which they did not like. For those who responded
favorably to "The Refreshest" copy, it was perceived to mean "the ultimate in
taste, like a good drink."
The in oin h othesis that the new creative for SALEM is more a ealin
and relevant to oun er adult inner cit Blac smokers than is the current
"Refreshest" campaign seems to be correct or__two of t e campa gns -
"Smokin "' and "Fresh On The Scene."
The strength of the "Smokin'" campaign was in the visuals, particularly
the "Heroes" and "Percy's Palace" executions. The strength and appeal.of
these executions was a result of the way the models portrayed these Black
smokers in a positive situation with which they could relate - when one
dresses up, goes out on the town, and has a good time. The models were
dressed fashionable, the way people they admire would dress, but not too
far out of their reach. There was action and color In the visuals which
appeared to enhance respondents' positive emotional reaction to these
executions. They also liked one way the male model had "center stage" and
was in charge with his girl (female model) on his arm.
The strength of the "Fresh on the Scene" campaign was in the copy. The
language in this copy was very relevant and carried both a product and
user message. It meant the SALEM product would be new and different. It
communicated that the user was cool, sexy, up-to-date/contemporary and had
the "right" attitude. The "scene" could be anywhere. However,
respondents reacted most favorably to the club scene portrayed in the
"Smokin at Heroes/Percy's Palace" visual.
The majority of the executions in the new creative communicated that SALEM
is a brand for oun er adult Black smokers our in oin h ot es s. Since
SALEM's user imagery among this group is negat ve (i.e. ol er females,
primarily white) almost all the executions were able to communicate a
younger adult Black smoker image - with some being more relevant than
others as discussed above. These executions made them feel like SALEM was
"younger, more with it." A few exceptions to this were the "Smokin at
Bentley's" and "SALEM Into It" executions which communicated an older user
image.
The rou s' reaction was also consistent with our in oin h othesis that
the new creative uses lan ua e that is relevant and excitin wit "Fresh
on the Scene" by far the strongest copy as iscussed above. T e on y
concern with this copy is that respondents are expecting SALEM to taste
different, but better. If they discover the same light tasting, minty
product, they may be disappointed since "Fresh on the Scene" promises
something new. Other copy that was not as strong, but also liked by
respondents included "Smokin at Heroes," "Word. Smooth" and "Fresh Like
Lamont." All utilized language that was more relevant to these
respondents because it was language they used. (A glossary of slanguage
used by these target smokers is included in Attachment II.)
E. "Reeeefreshest"
None of the ingoing hypotheses were confirmed with this execution,
"Reeeefreshest."
Respondents' reactions to this execution was one of confusion. The message
was unclear. Most did not understand why the models were jumping.
Furthermore, they did not see how they could jump (or smoke cigarettes)
underwater.
This execution did communicate that SALEM would be cool, refreshing, minty,
like a peppermint - reinforcing SALEM's already too minty perceptions.
Many respondents, particularly the women, recognized Vanessa Williams as one
of the models. This in turn elicited comments that she was "fresh looking
and fresh dressing."
F. "SALEM Into It"
None of the ingoing hypotheses were confirmed by the majority of respondents
with this execution, "SALEM Into It."
Many respondents perceived this execution as boring and the models as older
smokers.
"Too posed. Studio picture. Album cover."
"Vouldn't care what these guys are up to."
Some female respondents reacted more favorably. They felt the guys in this
execution were "nice looking and clean cut."
"These guys are fresh. They got dollars."
"They're into it."
Other male and female respondents liked the copy, but not the visual. These
smokers also suggested variations to the copy such as:
"SALEM Get Into It."
"Into It SALEM."
"Into SALEM."
G. "Breezin"
The groups' reaction suggest our ingoing hypotheses were incorrect on the
"Breezin" execution.
Most respondents had a neutral reaction to the "Breezin" execution. It was
not particularly relevant or exciting, "just OK." There was little being
communicated to respondents by this execution -- mostly that breezin and
skateboarding go together. Most respondents did, however, like the bright
colors in this execution.
ATTACHMENT I
Chicago Clubs Attended
Chicky Ricks
The Copper Box
The Taste (Known for female dancers)
The Fantasy
The Surf
AKA
Coconuts
Riviera
Heroes
Bob's Place
The Illusion
ET's
The Barricade
The Southern Girl
The Rose
The Heads
The Hummingbirds
Sansabar
Sandpipers
The Ebony Room
The New Box
Set & Dial
The Cotton Club
Onyx
Sweet Georgia Brown
Tits
II]:.Advertising
The advertising exposed in the focus groups can be found in Attachment III.
A. "Smokin' at Heroes/Percy's Palace/Bentley's"
The first campaign, "Smokin" seemed to fulfill three of the four ingoing
hypotheses. Specifically that it:
- Is more appealing and relevant to younger adult inner city Black smokers
than is the current "Refreshest" campaign.
- Communicates that SALEM is a brand for younger adult Black smokers.
- Is impactful and would be intrusive in the inner city Black environment.
The Smokin' campaign had by far the strongest visuals. Virtually all
respondents selected this campaign visual as their favorite. Their positive
reactions to this campaign visual appeared to be a result of a number of
factors.
The visual portrayed a positive side of these respondents lives. It was
when they dressed up (either casually or more formally) and went out to
have fun.
The dress was fashionable, enhanced their acceptability and self image,
but it was not so expensive that it was unattainable/out of their reach.
Some of the dress had brand name items they recognized and admired (i.e.
Nike warm-up suit in the Heroes' execution).
"They have on leather and dark sunglasses -- that's in"
"The guy's dress is right for disco" (i.e. Nike warm up suit)
"Like guy and his lady out on the town, fashionable, attractive, for
younger adult smokers."
The models were perceived as attractive, young, and definitely Black.
The male/female interaction portrayed was positive. The male was the
primary figure, "center stage," in charge, while the attractive female was
his date, "on his arm."
The colors used in the executions were bright, upbeat, and there was
action in the visuals.
B. "Fresh On The Scene"
There were four executions with the "Fresh On The Scene" copy - man and
woman; one man tipping hat; two men close up; and three men clowning around.
All four are provided in Attachment III.
One of the "Fresh On The Scene" executions, "the man and woman" seemed to
confirm all of the ingoing hypotheses. It was perceived as:
More appealing and relevant to younger adult inner city Black smokers than
is current "Refreshest" campaign.
Communicating that SALEM is a brand for younger adult Black smokers.
Using language that is relevant and exciting.
Is impactful and would be intrusive in the inner city Black environment.
The man and woman was the preferred visual primarily because they were
perceived as a couple. The male only executions were disliked primarily
because the models were not perceived as fresh. The man tipping his hat was
felt to be a sailor. And the three men clowning around were perceived as
upscale college guys.
Unlike the "Smokin 'll campaign, the strength of this campaign and the favored
male and female execution was solely in the copy line "Fresh On The Scene."
This was definitely relevant language and communicated numerous positive
messages - both product and user.
"SALEM's fresh on the scene, a newer brand, a better brand."
"SALEM's new on the scene."
"It's with it."
"Something new happening to SALEM."
"Mean's SALEM's coming back more updated."
"I'm here."
"I'm with it."
"I'm moving."
The only concern with this copy is that respondents are expecting SALEM to be
different and better. If they discover the same light tasting, minty
product, they may be disappointed since "Fresh On The Scene" promises
something new.
The "scene" was perceived to be almost anywhere respondents wanted to be.
In fact, the majority of respondents felt this copy line fit best on their
favorite visual - "Smokin' at Heroes or Percy's Palace."
The visuals used in "Fresh On The Scene" did not receive many positive
comments. Most respondents did not like the visual treatment in these
executions. It was perceived as:
"Blury. Needs a better, clearer picture."
"Looks like off a TV set that needs to be fine tuned."
"A computer picture. Ugly."
Additionally, there was no sense of place or "the scene" in these executions.
ATTACHMENT III
Advertising
1. "Smokin' At Heroes"
2. "Smokin' At Percy's Palace"
3. "Smokin' At Bentley's"
4. "Fresh On The Scene" (Man and Woman)
5. "Fresh On The Scene" (One Man Tipping Hat)
6. "Fresh On The Scene" (Tvo Men Close Up)
7. "Fresh On The Scene" (Three Men Clovning Around)
8. "Fresh Like Lamont"
9. "Fresh Like Eddie"
10. "Fresh Like Tyrone"
11. "Word. Smooth"
12. "Reeeefreshest"
13. "SALEM Into It"
14. "Breezin"
15. "Stepping Up"
In Club Advertising/Posters
1. "City Breezin" Poster
2. "City Breezin" Mnemonic
3. "Fresh Frontin" Poster
4. "Fresh Frontin" Mnemonic
C. "Fresh Like Lamont/Eddie/Tyrone"
This campaign did not confirm any of the ingoing hypotheses except one. It
did use "language that was relevant and somewhat exciting."
Overall, most respondent's reacted negatively to this campaign. Their
reactions were due solely to the visuals. The models were not perceived as
"fresh." They needed to have better looks, clothes and a more stylish
haircut. They were too average, too sloppy, too dovnscale and too close to
everyday reality.
"Dress Lamont up a little bit to be fresh."
"He doesn't look too fresh. Looks like man who sits on corner
with bottle."
"He's not fresh. You're wasting fresh on somebody."
"Not appealing. Need guy from 'Smokin' ad."
"Has ghetto look about it."
Fresh was perceived as a better looking man or woman who is better dressed
and looks like they're in charge. Fresh dress included:
A Nike warm-up suit
A Leather jacket
The Miami Vice look - a striped t-shirt and jacket
Many respondents did like the copy but wanted a different visual.
Many felt the "Fresh Like ..." copy would go well on the "Smokin"' visuals.
D. "Word. Smooth"
Like the "Fresh Like ..." campaign, this execution, "Word. Smooth" did not
confirm any of the ingoing hypotheses except one. It did use "language that
was relevant and somewhat exciting."
The copy "Word. Smooth" or just "Word" received favorable reactions from
most respondents. It was relevant language and most perceived the copy to
mean ...
"The word is SALEM"
"That's straight"
"Says SALEM is smooth"
All respondents recognized the visual as the rap group Run D.M.C. Therefore,
respondent's positive reactions to this execution may be attributable to
their positive response/recognition of the popular Run D.M.C. rap group.
ATTACHMENT II
Younger Adult Inner City Black Smokers Slanguage
Word/Phrase
Strags
Kool was "first big kick"
Squares
Straight
Hang At
A suit
Word
Fresh
When you want to cool out
He's cool/straight/strapped
It's going on/it's on/that's happening
You're a free agent
He's on, sexy
It ain't going on
You're out of here
I ain't the one
Won't give him the play
Cooling out
Meaning
Women (uncomplimentary)
Kool used to be big popular brand
Cigarettes
Good, cool
To hang out at some place
A respected man, a person who has status
Profound, heavy
Image - Hip, with it, sexy, bad
Product - cool, mint, light
Have a good time
A person you respect
Something that's in
Single or no date
A very masculine person
Nothing happening
To leave
Not someone's girlfriend
To flirt
Relaxing
Physical Movement
"Respondent" snapping fingers
Me_ aning
OK
H. "Stepping Up"
Our ingoing hypotheses were not confirmed with the "Stepping Up" execution.
The majority of respondents perceived the copy "Stepping Up" to mean
"Stepping up in life, in status"
"Stepping up in the world, to a better brand"
However, almost all respondents felt the male model was more of "a street
operator, a thug, or gang-like" in his appearance.
"Doesn't look like someone who is stepping up in life. Looks like
a street operator."
There were a number of reasons respondents felt the model was a thug. They
included the gold chain jewelry, hat tilted to the side, sunglasses, and
no smile.
IV. In Club Advertising/Posters
Two executions (and corresponding mnemonic) for in club advertising were
shown in three of the six focus groups.. See Attachment IV.
A. "City Breezin"
1. Poster
Most respondents favored the "City Breezin" poster over the "Fresh Frontin"
poster discussed below. They liked the fact that the poster was showing
people having a good time in the city. Others felt it was promoting the city
and responded favorably to the idea.
"That's nice. Having good time."
"Means promoting the city."
Some respondents even perceived the poster to communicate a product message
because "Breezin" meant coolness.
2. Mnemonic
Almost all respondents liked the "City Breezin" mnemonic. They felt the
skyline of city buildings fit well with the "City Breezin" copy.
B. "Fresh Frontin"
1. Poster
The majority of respondents did not like the "Fresh Frontin" poster. This was
due to the negative meaning of the word "Frontin." "Frontin" was perceived to
mean to mislead/misrepresent oneself/put up a front. Most felt "gangs" would
like this poster.
2. Mnemonic
As with the poster, most respondents did not like the "Fresh Frontin"
mnemonic. Many felt the mnemonic looked like a logo for a gang.
Two of the three executions in this campaign, "Heroes and Percy's Palace"
portrayed the above mentioned attributes. However, the third execution,
"Bentley's," did not. The primary weakness of the "Smokin' At Bentley's"
execution was that the male model was perceived as much older. This
perception may have been enhanced by the word "Bentley" which also had
connotations of something old. A few respondents even mentioned that it
reminded them of an old Bentley car.
Additionally, the woman in this execution was perceived as turning away from
the man. As a result, they were felt by respondents as either being mad at
each other or not even together.
"Guy not attractive"
"Guy and gal's outfits don't go together"
"Older, more upscale"
"Sounds like club a white person would go to - too upscale"
"Doesn't sound like a place you'd have fun"
"35+ years old"
The only weakness of this campaign overall was in the copy "Smokin At .. "
While respondents liked the language, they perceived the copy as advertising
both SALEM as well as the club specified (i.e. The club was hot/smokin' or
people were smokin' SALEM's at the club).
"Say's smokin at Percy's Palace is in."
"Say's SALEM's going on. Club is a popular place and
they're smokin' SALEM's there."
"The place is advertising the cigarettes. The cigarettes are
advertising the place. Works both ways."
"What are you advertising, club or cigarette? Or what cigarette,
smokin' says any cigarette."
"Copy says whatever you want to smoke you can smoke it at
Percy's Palace."
"Smokin means jamming, having a good time, jiving."
As a result, respondents wanted more than just the SALEM name in the ad to
clarify that it was an ad for SALEM cigarettes. Many mentioned that a pack
of SALEM's or a cigarette would make the connection between SALEM and the
club more clear. Perhaps the incorporation of a mnemonic, currently being
developed, could also enhance the communication that the ad was for SALEM
cigarettes.
Most respondents recognized Al B. Sure in the "Smokin' At Heroes" execution
and Jody Watley in the "Smoking At Percy's Palace" execution. It is unknown
how much this contributed to respondent's positive reactions. While it is
felt this campaign's performance would be strong regardless of the use of a
renowned model, future executions should avoid using famous people due to
their impact on consumer reaction.
Most respondents also recognized Heroes as a local club but not Percy's
Palace or Bentley's. While a recognizable local popular club appears to
enhance a positive reaction, it does not appear imperative.
