Tobacco Documents Online

,1'A N' 112 1976 TO: Dr. Alex Spears FROM: T'.. Hi. Mau. RE: True Tar & Nicotine Levels January 8, 1976 I am delighted to learn of your conversation withiBob Ave and Mr. Judge concerning the lowering of tar and nicotine l'evels for True. I know you're well aware of'the marketing ramifications for. True to get low and maintian a sensible position in its category. What I'd like to stress is the need to go as low as we can with- out greatly changing the smoking characteristics that are True. The 9 mgi. tar level discussed for True 85 is really a minimumi reduction goal. This will place True competitively but will not provide us withan edge. We do need an edge, so numbers for the 85 closer to the 7 level will put True lower than its cluster of competitors. Under the same rationale, the reduction in the 100's should be targeted at the 9 to,10'level. This will sharpen our overall competitive stance for the total brand. We realize that a 9 vs. a-7: may well demand two separate tasks for you as well as they might demand of us in consumer research and market test procedures. But we feel it necessary, indeed mandatory, to attempt this change so True doesn't endlup on the same fence as Kent. Thank you. /lg cc: Messrs. Judge Ave Telford T. H. M.