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r MEMORANDUM December 15, 1992 To: Will Waggaman From: Re : ULTRA b0!w,TBR FOCDS GROIIPB : FXID,L REPORT XRD # 5542/492 Attachedlis a copy of the moderator"s final report covering the subject research. Below is a summary of the obj'ectives of the:project, the key findings an~d theactionableimplicat~ions. These, findings encompass the specific informationlrelevant to the True Micro Lights' advertising concepts, packaging;and name. Background and PurQose This project addressed a Brand Group need to.gainiinsight into the ultra low tar category, including, the micro~tar segment., Specifically, the research was undertakenito gain an overall perspective of consumer attitudes, perce~ptions,and'lusagebehavior relative to full price 1 mg tar products. Any relevant learning,would be incorporated'into the brand positioning of True Micro Lights prior to test market launch inithe second!quarter of', 1993. lleltltod Feur focus giroups were conducted in Minneapolis during the week of Rovember 9. TWo groups (1 male, 1 female) consisted of people who smoke Now~,, Carlton and Merit Ultima. The other two groups (1 male, 1 female) were comprisediof smokers of ultra low tar brands., Represented were Camel Ultra, Kent III, True, Merit Ultra:, VantageU~ltra and Winston:Ultra. Additional requirements were as follows: o Obtain a mix of smokers between 30 and 54 years of age. o The brand smoked must be non-menthol. The amount smokediper day must average at least one-half pack. o:Every Carlton and Now smoker must have purchased a different full price brand inithe preceding twelve months. (This was required in order tolfind smokerss willing to try other brands).

/ Ir - Page 2 - Qverall ,Bimdings ~ The research raised a number of red flags specifically regarding the strategic~direction taken in the advertising concepts„ the proposed packaging for True Micro Lights and the True Micro Lights name. The support for these findings appears below. I!., Reactions to AdVertisingiConcepts "The 1 YouiCan Taste" advertising concepts clearly communicated that True Micro Lights has only 1 mg of tar. What it failed to communicate well was that the brand has more taste and is better tasting than thee other ll mg tar brands. Too many respondents had! problems withithe phrase "The 1 You Can Taste." Ini this context the word "taste"' said nothing to them about the quality: or the appeal of the brand'''s taste. when the Acti-filter element was added to:this. advertiszng, most thought of it as gimmicky., Some wondered what it'was but didn't really care. A few smokers thought the Acti-filter did differentiate thee filter from that found on Parent True.. Importantly, none of the smokers seemed~to think it would make any difference or that it would do more than any other filter does., In contrast, "'The First Taste Breakthroug,h" ad concept was attention getting and newsworthy. In the context of the headline and tied to "breakthrough"", "'taste'''' became a very credible word!conveying the impressionlit failed to convey in the headline "The 1 You Can Taste.'"' This ad also legitimized the Acti-filter which was now seen as being responsible for the breakthrough in, taste. Charcoal did not seem to.help~the concept any. Because charcoal had been used in other cigarette filters, it negated the claimithat the Acti-filter is new. That, in turn, resulted in und'ermining the believability of the "taste breakthrough''" claim. II. Reactions to Package Desic(n Group members were exposed to a package.design for True. Micro. Lights. It should be made clear that packaging for the brand is still in the developmental stage. Therefore, these reactions helped to provide future direction.

of - Page 3 - Overalil, the package design, received mixed reviews. A number of smokers liked the package design. They felt it was simple, clean looking and pleasant to look at. Several others rej,ected the look of the design. They perceived it as too simple, boring and generic-looking. On balance, the package needs refinements. III. Reactions to True Micro Lights Name The smokers in these groups~reacted rather negatively tothe "Micro"' name. The reasons given for this reaction included the impression that the brand would be very low in tar andl very light in taste. This indicated that True Micro Lights would have even less tar than Now, Carlton and Merit Ultima. The problem with this impression is that it runs counter to.the brand"s positioning of having, more taste.than these brands- Group.members felt that it couldn't be that low in tar and also have more taste. A number of smokers perceived "Micro"' to mean high-tech, even clinical, and that made for an incongruous association with cigarettes. Forward Action. Recommendation, Based upon the results off this research, further developmental work is needed regarding the brand positioning, packagingiand name. The:Brand Group will be developing alternative brand positionings. These positionings would include but not be limited to: o 1 mg tar o the lowest o The 1 You Can Taste o satisfaction/pleasure o technology (Acti-filter, etc.).

/ - Page 4 - Strategies would be developed to~ support these brand positionings.To evaluate them, MPSD would'recommend conducting qualiitative-concept work using concept boards. This, qualitative work would take the form:of one-on-ones in which~ multiple concepts would be exposed (,monadically)~ to individual smokers andiin-depth reactions would be ascertained. This research will allowo us to elicit reactions from these smokers as to which positionings are meaningful, intriguing and interest provoking. Target group definitions must be:decided prior to the research to ensure that the appropriate consumers are screened. These definitions must include tar category and age/sex demog;raphics. These interviews could be administered over the course of two days in a local market. Once additional packaging and name alternatives for True Micro Lights are developed, MPID will determine appropriate research vehicles. B /ah FR/91 attach. xc: K. P. Augustyn G. R. Telford M. L. Orlowsky H. H. Westphalen A. Pasheluk S. Winklemani(S&S)) the