Lorillard
Plaintiff's Exhibit 10 Lorillard Steak Knife Promotion for 720300/720400
Fields
- Area
- LEGAL DEPT FILE ROOM
- Alias
- 03709963/03709966
- Document File
- 03709922/03711227/Litigation Re Robert Brian Vs Loews Record on Appeal.
- Type
- REPT, OTHER REPORT
- Litigation
- Stmn/Produced
- Characteristic
- EXTR, EXTRA
- MARG, MARGINALIA
- Site
- N14
- Named Organization
- Ny Supreme Court
- Author (Organization)
- Robert Brian Associates
- Named Person
- Ryan, D.J.
- Master ID
- 03709063/1227
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- Date Loaded
- 12 Feb 1999
- UCSF Legacy ID
- qcs40e00
Document Images
PLAINTIFF'S EXHIBIT 10
op
,
885
LORILLAAD
STEAK IQ7IFE PROb1OT I0:J
FOR FdARCH/APRIL - 1972
November 5, 1971
SUPEiEdE COURT OF TNE 5fdt 0~ FfE}+j 7ok
; WUt+lTY QF biEW Y9Fif4
Dulafes J: P;2a, esfi:
016" Ckre ~e'trrter
Robert Brian Associates
107 East 38th Street
New York, N.Y. 10016
f
PLAINTIFF'S EXHIBIT 10
.
Premiums are roven sales builders But no
matter how attractive a premium might be, its
success will be more assured with the backing
of a promotion which makes the plan of greater
value to the food retailers which are the prime
market.
The pair of steak knife premiums provides
the basis for a natural expansion of the promotion
for supermarket selling.
The pair of Knives given free with each c
carton of cigarettes is featured under the theme,
"A BIG TMCY OFFER!" The display material high-
lights a luscious full-color photograph of a steak
being sliced by one of the knives.
As a secondary offer on the riser card and
a tear-off coupon, customers can get four more of
the knives by mailing in proofs-of-purchase of steak
plus, the end flaps from a carton of cigarettes.
886
f
PLAINTIFF'S EXHIBIT 10
887
Because this additional Dremiua promotes the sale
of steaks, the supermarkets will be motivated to
use both the base display and the special meat
department mobile unit which hangs over the
refrigerator cases.
Gaining multiple exposure for the promotion
throughout the stores can be reinforced by
creating a related-merchandising display set-up.
This is the "Cookout Corner" idea which puts the
Lorillard base-display at the center of an assort-
ment of items which the store wants to promote for
the barbecue season.
Additional counter cards and stickers can be
developed as promotion remlr.ders where sir.ple packs
are sold and at vending machines.
The brochure which presents this promotion C
to store managers follows the same theme as the O
point-of-sale materials, "A BIG JUICY OFFF..''.". It ~z
also could incluc:g one of the steak knives as a :~
~
PLAINTIFF'S EXHIBIT 10
a
MW
sample of the quality of the premium, as well as
illustration of the display materials and the
variety of uses the store can make with thee.
3
y
i
