Tobacco Documents Online

t ARMANDO TESTA ADVERTISING INC. 10 East 40th Street - New York, N.Y. 10016 - Tel. (212) 683-3030 - Tlx. 6973244 TUSA UW - Fax. (212) 686-6047 Mr. Louis Suwarna March 27, 1991 Director New Products Philip Morris USA Park Avenue 120 New York, NY 10017 Dear Mr. Suwarna: We very much enjoyed the opportunity of presenting and discussing with you our Battistoni project development. As agreed, I am enclosing the complete supporting document that describes our reasoning about consumer values and the areas of opportunity that we see for a brand like Battistoni, as well as a rationale for the creative work that was produced for European markets. I believe that this development demonstrates our capacity to identify unconventional dimensions for a new product or relaunch positioning and to execute it with high-impact concepts. As next steps, we would propose developing a strategy focusing single-mindedly on US Camel smokers and to define the brand and communication values that a hypothetical brand should leverage against this competitor. Armando Testa Europe Headquarters: C. Quintino Sella 56- 10131 'ILrin, Italy-Tel. (11) 88011 -Tlx. 221535 TESTTO I - Fax. (11) 880-1217 Rome: Via Tibullo 10-00193 Rome, Italy - Tel. (6) 654-5241 -Tlx. 620067 TESTRO I - Fax. (6) 689-6396 Milan: V ia Washington 17 - 20146 Milan, Italy - Tel. (2) 480821 - Tlx. 314179 TESTMI I- Fax. (2) 480-08206 Paris: 154 Testa S. A. - 3, Rue St. Phil ippe du Roule - 75008 Paris, France - Tel. (1) 428-90975 - TIx. 648457 F - Fax. (1) 425-62282 Barcelona: Paseo de Gracia, 101 -4°-08008 Barcelona, Spain - Tel. (3) 218-5526 - Fax. (3) 217-1242

t With your support, this could be achieved in relatively short time. Thank you for sharing your point of view with us, at your convenience. Kind regards, ,~