Tobacco Documents Online

91131500 MI~MORANDUM RE: ZACK FOCUS GROU~S II M~O #5~54/]76 Attached is the ftaal vepor~ on the Zack Focus Groups p~eparedbythe There are several a~eas ~htc~ ! ~ould like to comment on: , , Overall, the focus g~oups ~ave co~f|~ed our ea~]ie~ that Zack ~s being perce~ve~ as ~ lo~ ~ & N brand because of consumrs' ~dea that an.n_=v, new cigarette e~trywou]d be ¢~egory. Bowever, the cop~ l~,e, "~h¢~ ~k~n's Sotng,~' to be reinfo~cinQ this" pPeconce~ved notion. ~Mle at the same t~me, it may also be initi=tln) the low T & ~ idea lnto the minds of ~ho~e smker~ who had ~o proof p~coBceptlon. . . The l~T & N ~iseonceptio~ may not~ solved by ~erely adding a~ adjective to ~he phrase "Taste ~s ~h2="s~nce mny of t~ ]o~ T & N bra~ds are emphasizing tasce and ~avor. Additionally, smokers in the groups didn't se~ ~ n~essarily d~s¢octate full flavor and ~s~ f~m ]~ T & N. . . Also, ~t appea~d that the blue color of the pack ts adding somewhat t~ the I~T ~ ~ image. . . The n~, Zack, was b~lefl~ discussed In bo~h groups. 9~ale group I don~t ~call 4~ really Strong objectfons the na~, One sa~d %hat the later "Z" ~ant last Both groups se~ed to find the Zack na~ ~ be s~a¢ 9J~cky. Z~:erastingly, ~hen. asked for alternBtive ~ames ~n ~oth g~oups, s~oBe t~ each ca~ up w~h ~Br~y" as ~e~ u~sollcitsd c~o~ce. The female group atso sug~est~,"Macho; and the ~ale group, =Benim,~ as ~%her choices. http://www.lorillarddocs.com/getallimg.asp?DOCID=91131500/1502 6/17/98

91131500 Page 3 of 6 The purchaser peoftle p|¢tuCes e]icited som~'~hat diffeeent ~espo~ses tn each group of a Kypical Zaek smoker, The following represents the first three choices in each group, F_a~nale 6ro~ _ 1, Young Clean Cut Types 3, Hippies Male Group I. Youn9 ~e~ Cut T3pes 2. COUntry Club Types 3. ~lpples * This response was caused mainly by one man in the profile ,lcture thBt the ~roup felt w)s an older guy tryin~ to appear younger. However, t~ the female group this ~as n)xt tO the last choice mainly beoause they felt th?s group ]ooked too scphls~ic~ed, not t~e denCm package. ~. A. K. B. Doyle G. 61inn T. ~u ~, Rebbln~ ~,Aacles ~. Been, It/ R~ute (I) File http://www.lorillarddocs.com/getallimg.asp?DOCID=91131500/1502 6/17/98

91131500 Page 5 of 6 FEHALE HALE ZAC~ • ~'re 7 7 Tr|ers 2 2 http://www.lorillarddocs.com/getallimg~asp?DOCID=91131500/1502 6/17/98