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R&D QUALITY IMPROVEMENT SUDGESTION/SOLUTION FORM N~ME/PHCNEEXT.: David Surgeon. III/8281 DATE: April 24. 1992 SUPEKVISOR/MA~ACER: Bruc? Bandy R&D GROUP: Development Center SUGGESTION: One way to imDrovs or exgand hbs i~a£e of the KOOL brand ~8 tD create a n~ ~aok design. In addition to the urges of ~acks that cur~entl¥ ~glst, a new pac~ should be added that broadens KUOL'~ appeal ~o younker adults. ~a~ing talked with 7oungar adults, who ~moke menthol cigarettes, a ngw packa~in~ de~i~n that makes KOOL not only stand out bu~ more aDDeal~nR ~o vo~n~er smokers would be one wa¥ to win over th~s ~rou~ who ar~ now ~rnin~ to New~ort~ Even though the ~OL ~een expanded and the ads have chan~ed, the ~acks still look the same~ SUGGESTED SOLUTION(S): One of the mos~ aDDealin~ comhlnanlon of colors that I have seen in the ads in the tobacco industr~is the fluorescent ~reen KOOL letters on a hlaDk background. Thls can b~ seen on ~romotional T-Shirts aqd gaseb~ll cape for KOOL. Thia tYPe of color eom~ination is becomin~ very ~opular. It also is indicative of the ~riKina~ KOOL image of Drolec~in~ a "cool" attitude which ~oes han~ in hand with smoking a KCOL cigarette, If Brown and Williamson was to market KOOL in a Deck that was all black exceon for th~ fluorescent ~reen KODL letters in ~o its traditional ~acks. ! am certain that a lot of s~okers would buy KOOL jus~ because of a new and differan~ ~ack. Exam~l~s of this b~ing done in th~ marke~ 5~comDetitors are Philip Morris' M~rit Ultima and RJR's Kloss~ fr~shDes~ seal on ~in~ton and Salem. This would definitely benefit the KOOL revitalization effort. because no matter how much the ~a$~e of KOOL improves, you st~ll have to be able to somehow lur~ smokers to buy KOOL. One way ~o l~t smokers know tha~ KOOL is ~ew and improved i~ to show them tha~ the pack is new a~d Improved. Hay, you contactea your M~nage=/Supervlso=? Y~s ~ No M~NAGER CQ~[MENTS: Manager, please contac~ suggester and forward co~ents ~o the Quality Council. I have spoke with David about Chls s~zest~on and encouraged him to submit i~ He understand~ tha~ the suEKastion will need to be sent outside K~D for comment. B. A. Band7 PLEASE SEND COPIES TO: Your Manager/Supervisor The Qual~ty ~ouncll 56Z603433