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TRUE CIGARETTES BRAND REVIE W • AUGUST .1970

TRUE BRAND HISTORY 1. INTRODUCED NA TIONA LLY EARLY IN 1966. 2. "DON MORROW" COMMERCIAL POOL ADVANCED SALES~LES OF 50 MILLION IN SECOND QUARTER TO 2 BILLION IN FOURTH QUARTER. 3. TRUE HAD THE LOWEST TAR AND NICOTINE CONTFNT AND CONTINUES IN THAT POSITION TODA Y A MONG MA JOR BRA NDS, 4, SALES CONTINUED TO GROW THROUGH 1968. HOWEVER, A DECLINE SET-IN IN 1969 AT AN A NNUA L RA TE OF 15% A ND CONTINUES A T THA T RA TE TODA Y. ~ ~ .

TRUE CIGARETTES SALES/SPENDING HISTORY 'r TOTAL UNITS (IVIIvI) :.` ADVERTISING $ M .,: A/S ($/M UNITS) SHARE OF MARKET

TRUE MARKETING MARKETING OBJECTIVES 1. - Secure the present franchise of TRUE users against further losses. i 2. Attract smokers of competitive high filtration brands. 3. Seek out highly health-conscious smokers from all filter brands. MARKE TING S TRA TEGIES 1. Project TRUE's low tar and nicotine benefit in a. way that is compelling to health-oriented smokers. 2. Secure TRUE's position as the low.tar and nicotine cigarette. 3. Support national distribution and business plus emphasis in high development urban areas. 4. Identify "special problem" markets for business building opportunity.

TRUE COPY COPY' OBJECTIVES 1. Convince health-anxious smokers that the central TRUE benefit, low tar and nictoine, requires action not just thought. 2. Maintain loyalty among current users and attract new ones, -1 COPY STRATEGIES 1. Captalize on the basic TRUE low tar and nicotine image and the thougl-t that health-conscious smokers have devoted to the cigarette /health issue, 2. Switch to TRUE characterized as being the logical, I . appropriate and popular thing to do. TONA LIT Y 1. Advertising will be serious, scientific of mood, believable and modern.

TRUE COPY RESEARCH BURKE ON-AIR TEST :60 COMMERCIAL Related Recall 25 NOR MS Burke Cigarette 23 Burke All Food 24 ws TRUE You're Not Alone 16 (Stadium) VERBATIMS Excellent recall of low tar /nicotine Lowest of all Safer - Safest U. S. Government Unique Filter -& f 0

TRUE MEDIA . MT-EDIA OBJECTIVES 1. Maximum pressure a.gainst the current franchise of TRUE users. 2. Second, against higrh filtration smokers. 3. Last, against all filter smokers. iv:EDIA STRATEGIES l. Business skew to the major urban areas requires concerted support in large markets with emphasis directed toward high loss and high brand d.:veloprr,ent areas. Spot ti°levlslon, billboards, transit and magazine skew will provide urban support. 2. Bas ic national dis tribution and bus ine s s requires national support effort which will be accomplished through rr:agazines. 3. Problem markets will be identified and isolated for rnedia pressure and business building efforts. 4"

771UR a.i:pXA 1970 - 1971 MEDIA UG - S EPT AIB ER OCT OBE R NO VEM BER D ECE MBE R JA NUA RY FEBRUARY MARCH APRII MAY JUNE JULY AU GUST 30 6 1:; 20 27 4 11 18 25 1 8 15 22 29 6 13 20 _ 27 3 10 17 _ 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 4 11 18 25 1 8 15 22 29 - SPOT TV - 12 Weeks - TOP 3-mi('TS -2!54GRPS-- _ 'X xx m MKfS 200MpS _ - - - - - - - - - - - hsG.ZINES - + - _ _ i TIh1E X X X X ; _ NEWSWF. EY, - ~ - X - - - C _ _ - - X X NEWS X X - - - - - LIFE - - J - X X - - X - - x - X - - X 1 -~ - ~ X TV_ GUIDE ~ & X X X ~~i X {9,4AIC-S _DAY X - - _ X - - - - - - X - - - ~ - - _ - X - _ - X - BIL.i. - X - _ - - _ - X - - X - - - _I - _ -- - - - - -- - - - - - -1- - __ - - QLT DWF_ - - - - - - _ i I -- - - FsULLF.TIN STINS ~ - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - _ PCSTEKS - - - - - - - - - - - - - - - - - - - - - - _ TRANSIT -- _~ _ _ - - - - - - - - - - - i - - -- -i - - - _ - - - - - - - - - - - - - _ - --f - - - - - - -. I - -i- - - - - - - - - - - - - - - , - - - - - - , - D3:~loceo MEDIA DOLIARS: SEPT-DEC: $3,132 (48.5°Jo) $6,459 JAN-SEPT: $3,327 (51.5%) = I

TRUE MEDIA '000 . T].1 i ~ n t n ~L :iraj~uuR. Z.C. : v T .ArL1'~.TT~' ~?'~ ~ 'fZ TAi SPOT TV $2,396 $2,396 $2,396 37.1 OUTDOOR 180 1,320 1,500 23.2 TRANSIT 95 211 306 4.7 .MAGAZINES 435 1,796 2,231 34.6 MISCELLANEOUS 26 -- 26 .4 TOTALS $3,132 $3,327 $6,459 100.0 PERCENT (Q8.5p) (51.5%) (100.0%) ~

fi R4ND OPFORTui"_TIES 1. EUiu DiNG PLAN FOR CURRENT TRUE GR EEN. 2. ':,:ED1A P RESSURE TEST. 3. PRCBL EM PdARKET E~ .-~CRT. -S