Abstract
This 6-page marketing document from Lorillard (1971) proposes marketing strategies to increase sales of Newport cigarettes to lower income African Americans.
One strategy was to create a Black advertising character called "Bold Soul":
"...complete with dashiki and natural, the Bold Soul is intended to create a relevancy that associates Newport with modern Black pride and individuality. The Bold Soul was also used to project an image of masculinity. Headline, short copy and language...tended to concentrate of the blue collar aspect, as well as the lower-middle to lower income levels accounting for 83% of the Black population."
The ad campaigns were intended to create an "implied promise" of "performance" by the cigarette:
" 'Kent smokes, and that's where it's at' is translated by the Black community as the ultimate in performance, which is the implied promise."
Fields
- Notes
Copy is poor. First page is barely legible. Subsequent pages are marginally better. Probably the clearest copy will be in PDF format.
- Quotes
Marketing Strategy
In developing a [marketing] program for the Black community, the major objective was to reach and influence the Black cigarette smoker, especially the lower income, in a way that would make him receptive to our products...
Creative Strategy - Kent
The strategy on Kent is to maintain its class impression, especially with Black women smokers, and enlarge the appeal of Kent as a real gutsy cigarette. To broaden this appeal, male and female smokers are associated with Kent in lifestyles that encompass the 83% of the Black potential associated with lower-middle class incomes or less....
Creative Strategy - Newport
Newport's strategy is to aim at the increased acceptance of Menthol cigarettes by the Black consumer, and to position itself against Kool, the leading Menthol cigarette in the Black community...
To aid in obtaining acceptance for Newport in the Black community, the Bold Soul character was developed. Complete with blue dashiki and natural, the Bold Soul is intended to create a relevancy that assocates Newport with modern Black pride and individuality. The Bold Soul was also used to project an image of masculinity. Headline, short copy and language, as well as topical situations on radio, tended to concentrate on the blue collar aspect, as well as the lower-middle to lower income levels accounting for 83% of the Black population.
- Company
- Lorillard
- Author
- Presumed corporate author, Lorillard
- Recipient
- Presumed corporate recipient, Lorillard
RegionUnited States
Named OrganizationEbony
Tuesday
Vince Culler Advertising
LitigationThom/Produced
Named Person*Culler, Vince (use Named Org Vince Cullers Advertising Inc.) (Vince Culler Advertising)AD firm for Lorillard in the 1970s
Guberman, Irv A. (Lorillard True Brand Management Group)
TypeMRRT, MARKET RESEARCH REPORT
CHAR, CHART/GRAPH/MAPS
SubjectTarget/ethnic (targeting ethnic markets)
Target/Low-Income (Target Groups)
target market
Document Images
Page 1: cdp13c00
NEWPORT ez KEN~' ?:'^.P" ETS'
Market Radio Criterion D. C. Transit Zews ap ners Tuesday
New York/Iv'ewark x x x x
Chicako/Gary x x x x
Phil, (1e1t)hja x x x x
Detroit x x x
Los Angeles x x x
Washin.gton, D. C. x x x, x
Baltimore x x x x
St. Louis x x
Houston x x
New Orleans x x
Cleveland x x x
Atlanta x x x
San Francisco/Oakland x x x x
Memphis x x
Birmingham x
Dallas/Ft. worfh x
Pitisbur!}4 x x
Miami x x
Norfolk/Newport News x x
Cincinnati x x
x* x
Kansas City x x
Greensboro x x
JacksonvilIle x
Louisvffle x x x x
Bos.on x x
Rochester x
Bahamas
St. Petersburg
Milwaukee x x
MinneaPolis x
00
Indi anapo:i s x 0
Buffalo ~ x x C~,7
rn
~
GO
~
+Kemt .1lentaol:
Page 2: cdp13c00
Observations;
Scmmarv:
-p^
PdI1T-OP-Pl`RCFIA SE
79% said the material ~~,ac
riga
49% said they did not receive enough material
A need for more slielf talkers and smalier posters was indica'ceci.
iieierenves weire niale w uaiays in ra;Qe>_ving siupmenis..
The specialized campaign to the Black community has been able to increase awareness
of Kent and Newport cigarettes at the trade and consumer levels.
The salesmen feel that the support is needed for this coverage. lkLost of them~ would
like more advertising. They also indicate a need for more pror-.otional work, such
as sampling and store sales.
Kent has had effective sales results, especially on Kent 100's, and the brand's
acceptance appears to be increasing in the Black community.
Ive,,vport has made good sales neadway, but it Sinll G~a n:q Vt)i'em v.'it:r: t ly
of menthol and tobacco. Progress should be ez-ea greater when ti:e proper bl'end
is put into distribution.
Plans for 13sca1, 1970-1.971:
We are now in the process of finalizing plians and recommend.tions for nex:
fiscal year on Kent, Kent 'Menthol, and New-port. Ther3 will be a balance of print
and outdoor to replace radio in 1971. Further, review will be made of nzarket-
by-market activities.
It is our feeling that great strides can be made with the right blend for N:wport..
Also, promotional activities, geared to the Black consumf.:r, play an important
part of the overall marketing strategy.
Page 3: cdp13c00
_5_
:;ENT
79% indicated that the Nent Carnpai~,',n increasedawareness..6
distribution... a.nd s.ies.
Observation: Campaign's greatest success was in increasing distribution
and sales on Xent 100's.
fHll V Gi, I ii9lib~
D4EDIA Rated good or higher
EBONY 75%
TUESDAY 32%
RADIO 82%
Iti EWSPAPERS 49%
Observations: jEbony was considered most effective at' the middle income level.
TuesilSl~ did not .;eem to n.a1.C mt'.C.'?: o: a. l:n-i'",^.ssi-,n frorr. O^
salesman's point of view. It appears this strong n:~dium has
not been merchandised properly to the sales force.
Radio was accepted as the most impressive medium, byy far.
Newspapers were accepted with certain limitations, but the re
was a feeling that they had not been used often enough to make
an impression.
CRITERION POSTERS
90 0. indicated good or excellent.distribution for major
brands in outlets adjacent to posters.
65% said posters developed consumer awareness.
.8%% said posters increased distribution.
45% said posters increased sales.
Observat.on: W"nile Criterion operates.primarily in support of o'h:cr ^icdia
therP are ;ndications that this outsiaie ; oint-o`.-pn!rchase in-,prov:.:
._ _ s apao3rac..
and h_.~i^^d ho'd d?strip 1;hn; in az~e^:,,i:, cvLcne pesier
Page 4: cdp13c00
Crr,atitir Strategy -- fa t
The strategy on i:, iil is tomauntain its class impression, especially with
Black women smol,ors, and enlarge tl e appeal of Kent as a real gutsy
cigarette. To brotden this appeal, malc and female smokers are associatNd
with Kent in life sr;les. ';at encompass the 8370 of the Black potential with
C: 1:::..... .it (:..J `cclc Zt:...`..J G., ciQo_
assoclation, iunhereJ'-fi i.i the presentation, does not neglect the other 17% com-
prising the Upper-l4'~id,e and Upper income brackets.
"Kent smokes, and that'e' where it's at" is translated by the Black comm- ,
uniEy as the ultimate in performance, which is the implied promise. The
copy story is complete in the headline to produce a message that makes an
instant impression with practically all levels of education.
Creative Strategy - Newuort
Newport's strategy is .o aim at the increased acceptance of Menthol ci .garettes
by the Black consumer, and to position itself against Kool, the leading 'MenLhol
ciKllrett: in the B'i::,^,liT,c . ]
use of iao ;aemc ^i3o1 Cold ,"t,.,
is intended to establish the proauct in direct competition to Kool, further em-
phasized with the supporting theme, "Cool Ain't Cold, Newport Is".
To aid in obtaining ac eptance for Newport in ihe Black community, the.
Bold Soul character xas developed. Complete with blue dashiki and naturz.l,
the Bold Soul is intended to create a relevancy that associates Newport wi,.h
modern Black pride and individuality. The Bold Soul was also used to prc--
}ect an image of masculinitiy.
Headline, short copy and lan~ iage, as well as topical siaia;ia,s on,
radio,
tended to concer.trate on the blue collar aspect, as well as the loner-midelie
to lower incom:; levels acco:uiting for 83r~ of the Black popui'ation.
The. strategy was base] on the p_a:mise that tae new blend for \eticpor. wc~-id
produce a ci^:.rct:~3 ccw.;.rable to its. competitor.
Page 5: cdp13c00
Evaluation of Activities in the Black Comunmitv
While there is no hard evidence of success with this program, there are
strong indications that things are being accomplished. There has been an
increase in, the awareness of Ncnl)ort and iCcnt cigarettes in the Black comm-
miityy, reflected in play-backs from radio station disc jockeys and comments
from consumers as~ well as the sales ... . One big accomplishment in this
area has ultell utle use v1 uiao yi06i1ui .:.,. 1 ,.I':=`_~.
prove its position with the. trade.
In an effort to evaluate further the effectiveness a survey was cond.ucted in
which division managers and Bi<1ck salosTncn in the ficld were requestiec to,
fill out a questionnaire which would serve as a. status report of results to
date. The report is more than opinion. It is a reflection of consumer com-
ments, as well as the trade, a measurement of distribution and sales resalts
in Black stores and an interpretation of advertising effectiveness based on
marketing activities.
Forty-three field reports, representing 20 markets, were submitted. Here
is a summary of their observations.
YE.uPQR'i
79% said "Bold Cold Soul" theme was effective
35% said "Cool Ain't Cold" theme was effective
71% said that "Bold Cold" produced more impact
68% said that "Bold Cold" produced more sales
Observations: Salesmen's comments on the Bold Soul were--
gan"
"It became a slo,
"Best campaign, not long enough"
"Thomas commercials were good"
"Good, need more"'
On the subject of taste, nidications are that 1e~,rport's
menthol taste is too strong and that blend cY a li;es have
not helped.
On the subject of Koo;s 1ie:e. are mixed feelne_s from
"not reaching ISooi smolcer:" to ':.fool eustomers ewi!chu y."
Page 6: cdp13c00
(
L, lt~
Jr
L
In (IB`:elUp]llig a ...A:3 g FiI:gTaill' fo" the Blacil UJL1u1ll7Dt`:,
objecuve was to ' and ;n.laen--e the EI'.,ck
'_hc lo-0"t: -rp that r;""' .r.-L_ e a:.1
CaTmi~t potGlltial'. ?.., .,. . ... .-,z.. E;.i3.;"vc:: aC:i1-: :el. ."e s7.i;C ers 5`:;t
f:at1Pg' iZCle3: CA .i.22coIllj.'SreC1;'o 100 for aliad7Illt --C;;.fL'.FiE"lDkeT'S, `t7j
?C{il.t ITI~:'C h.'L';o.CF'r Rjd" ?... r:^.de:i of !.11.
To _"aC new ..'_18.5 ,, Lorillard 4 3ssipied L}1evTnce. CTu)'' " ..
^Ts t.f`.
advertising that :\'AS ^'lstineti\'e on lt3' a77roac} VEtn_rli,athJ1~i..1P
Si.,al'.;et aOtr.vJ.:y: AT3°t'i:i, geared to the B:ckr SVf : L.9E':1 Lo co1cy 1" T71(:,..._.
ages, AeverLising s:::, isd in the fall of 19IS.
T.~^.e'i1: joi thl-USt Pla:.. UPDY1CieC1bV$lac}iraCllo 1v: (`Ia:wia ra1;G:1. !:ftor ns L1ti.rce
Lla,l'.,- sE.i.c -.: t,,...., ... ..._.... - .l~,a.~ _...
. r,:..., o I]ilLtt' of L'liTliaad. l.i:i"rlql: sa:Ls1IAel1, ai'.1 1o(,a.io".t o"1,1 a7t
was clOselv' _c;p;;ortec~ by Cri.tr_rion 3--sheet posu= anel' ce'et,.; '3 ac,-
hapers.
The strategy o' Jflisinedia mi:;combinos° t:ie cind
BIc._ rarHo~ (aPp,"oxi.rman_.-~ of the 30~-k Teter ~Jj; v:ith
is:pressions maar- by Net posrers neai I.^e i~o ... ~f p_ a,:r c_
newspapers, pr_ na ig, .,, k;e hor3=. The advert:
>epsrate sbeei,
i h-n: . au?
lue;ct v :,.a: : i :r.s re_. ~ ~or., ,.e t _ ,ccr, al ....et ....r....
-` ---- n _ ,..,d.
fl,dle..,.z.. on a ra:7:.., n i I] bL"6i ..-.,.
- _ - '
1'U ~Sy 1~_~+:e' o:' C.l
_.._
`.t a-1_aG.
The `_'rer' :\'e :.et u,. Pi'o:: .5 5T1,_ ~ J [::31 ~6 '.;isl . .;bil
relates . u ject:'i ., 'i n L._. . t jUFS
35 tt3 CCP.'7]1 .u,C.. s : =`ii L, ir;}.~.tr -.
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