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R J REY!JOLDS PROBLEM LABORATORY September 2%, 1982 MaDER: Laurie CL== Doug SESSICN: I A 9:30-10:25 TASK HEADLINE Identify a cigarette which better alleviates negative feelings ar,d enhances positive feelings. BEGINNING/ABSURD IDEAS/SPRINGBOARDS 1. I wish I knew exactly what was physiol ical and psychological part. 2. I wish there were a cig. that I would smoke to help through the tedious tasks of the day. 3. I wish a cig. that inspired me to go about activities - cig. that imparts drive. 4. How to have a Chinook filtered cigarette (filter like a wind phamber), ' enhances smoke before gets into mouth 5. How to have an action happening in my hands that inspire me to act. 6. How to have a cig. which would satisfy hunger pains/quench thirst. 7. How to enhance the tactileness of a cig. (e.g. serations or ribbonning around ~ filter). 8. How to have a cig. which helps you know "where you're at ... where you are going." 9.. How to have a cig: let me know I've achieved something - feeling of'self-worth. 10. How to turn tar into something valuable. 11. How to treat filter so when tar comes through, it tells you you've won - visually. 12. How to have a promo campaign - like a lottery - what appears on outer wrapping is a code. 13. How to have a 5 foot long cigarette(at the end - a feeling of accomplishment) 14. How to have a filter that doesn't have brown stain at end. so can say cleaner smoke at end. 15. How to change color of filter element - like from magenta to purple. ~ 16. How to have a cig. that helps you to better "think" i.e. Vitamin E N J °D a 17. How to have a crystal cocaine rock filter. ~ 18. How to have a cig. which gives you a perspective on the problem you are solving. ° 19. How to have the cig. that will make you feel better when you're down in the dumps.

RJR PRQBLEM LA,B. ~~ Page 2 Session #lA 20. How to have a cig. that helps me reduce high blood pressure. 21. How to have a cig. which aids in alleviating exhaustion. 22. How to have a cig. which is always loyal/stands by you. 23. How to have a cig. that I don't mind smoking because of other people around me. 24. How to have a cig. that I can eat or smoke. 25. How to have a cig. I can be proud of. 26. How to have a cig. that makes the proud and exciting moments better (like champagne) 27. How to have a $25 cig. 28. How to have a cig. which gives you a felling of authority. 29. How to have a cig. that helps me think better (during confusion, anticipation). 30. How to have a cig. which turns off the left side or right side of brain 31. Wish cig. can smoke when-pregnant and gives peace of mind. , 32. How to have contraceptive cig. 33. How to have a cig. which makes you life of the party. 34. How to have a cig. without an aura of controversy - can offer it proudly. (no uncertainty) - I know health effects or lack of it. 35. How to have the honest politician cig. 36. How to have a cig. that picks me up and makes me feel better when depressed. 37. How to have a cig. that works like a quiet moment: e.g. it "shuts the door," "sets mood of relaxation;" "removes pressures." 38. How to have a cig. like a hug, or it "kisses your lips". 39. dow to have a pulsating wet end filter. (patented osculating filter) "Fish Lips" filter.

b, R J REYNOLDS PROBLE'M LABORATORY September 29,1982 LEADER: Marvin ~ Q'IEM' Peggy & Ernie SFSSICN= 1 B 9:30-10:15 TASK HEADLINE Develop ways to capitalize on mood enhancement SPRINGBOARDS 1. How to get a cigarette that gives same kick as marijuana 2. How to keep the 'high' going 3. How to have an extender, e.g. physical product 4. -Wish for a cigarette that gave me the extended relaxation of Vallium 5. Wish for a cigarette that lets me be less concerned about smoking 6. Wish for a cigarette that was more potent at night e.g. evens out mood enhancement over time. 7. Wish for a cigarette that increases my mental activity 8. How to have a cigarette that gives you more energy e.g. physical 9. How to get an adrenalin input from cigarette 10. How to have a thinking person's cig. 11. Wish to have a cig. for times you need to ponder 12. How have a cig. that stimulates you like a coffee or tea 13. e.g. feel Wish for a cig. better about self that would help me solve a problem 14. How have a cig. that cures with leaving it our over night 15. How to see the smoke of a cig. and steam of coffee mix to provide 16. something better How to build in the aroma aspects of coffee into a cig. 17. How a cig. that would enhance your sexuality 18. Wish for a cig. that blended with coffee to get a better aroma 19. How to have brands that you smoke indifferent situations e.g. after dinner 20. How to have a cig. that would give you the 'cocktail' feeling 21. Wish to use a cig. as a dip stick e.g. dip in Amereto

Ift ". RJR PROB. LAB Page 2 i Session #1 B 22. How to have a cig. that makes my alcohol, beer taste better ( 23. How to have a cig. that sobers me up e.g. cure hang-over 24. How to have a cig. that puts you to sleep. 25. How to have a cig. that delivers birth control agent and sexual stimu- lant at same time 26. How to add herpes cure 27. How to enhance mood or environment around the cig. 28. How to have a Humphrey Bogart cig. e.g. take risks 29. How to put a twist or a knot in a cig. that does something e.g. worry bead 30. How to stimulate our glands to emit bodily chemicals 31. How to enhance the visual characteristics of the cig. 32. How to have a cig. that gets your adrenalin going e.g. Grand Prix driver 33. How to have a cig. that gave me the thrill of doing something taboo 34. How to have a cig. that looks different and gives you the permission to say anything you want to say 35. How to increase the trust level of people with this cig. 36. How to put biofeed back censor in*cig. to know how to deal with them 37. How to have a cig. that would help me read people's mind 38. Wish to invent a cig. that emits positive charged ions to change climate in a room

R J REYNOLDS PROBLEM LABORATORY Sentc~nber 29, 1982 I~'.ADER: Ken Cz,IENr: Doug SESSICN: 2 A 10:45-11:30 TASK HEADLINE Develop a new cigarette that will be perceived a,s eliminating or alleviating Taste Burnout. SPRINGBOARDS 1. How to do what Schaeffer Beer did in their commercials - e.g. "The one beer to have..." 2. How to incorporate Freshen-Up given technology in a cigarette. 3. How to have a cigarette that soothes throat as you smoke it. e.g. novacaine, local.anesthetics, etc. 4. How to have cig. that regenerates taste receptors as coffee does: cleans, e.g. make 10th cig. in pack do #4; every "X" cig. is a head clearer or self-sharpening. 5. How to have cig. that's new, fresh, forest green; regenerates all the time. 6. How to have cig. that have "pinch filter" to release numbing agent. 7. How to have a "wet smoke": e.g. as you smoke cig., it precipitates in your mouth. 8. How to have a filter that eliminates "razor's edge" of smoke: riot just a tar. trap, it's an irritant trap Maybe cillia-tipped cig. 9. How to have a nasal-inhaled cig. SPRINGBOARDS FROM EXCURSION 10. How to have a TB(] meter: taste/burn-out meter that tells me when to switch brands. Its a gimmick•to show that people don't burn-out on this cig. 11. How to have a cig. with sensing device on filter: measures amount of taste build-up as you smoke, it regulates amount of smoke you get. 12. How to have cig. with very soft filter. 13. How to make a cig. that's not a cig. simulates smoking but has no fire so would have no harshness, may only appear to burn.

RJR PROB. LAB ~ Page 2 Session #2 A I 14. How to have a cig. that smells so bad that it overcomes polluted air, or smells better. 15. How to have pack open only every 2 hrs. Timed opening of pack. Build: Time release flavor, maybe increase or decrease as you smoke. 16. How to have every 4th cig. not light, just go through motions. 17. How to have every 4th cig. so bad that next one's got to be better. 18. How to have a punk cig., smoke 50 a day and your tongue falls off. Build: How to make taste burn-out desirable. Build: How to call it "Dare": package in black paper: Theme is "Are you up to the match." Cross-project Build: when you smoke this cig. and achieve taste burn- out, breathe into face of non-smoker and chase them out of 19. public areas. How to have a pack where every next cig. is lower in tar. 20. Divide pack into high, medium, low tar so at night smoke less. How to have a pack that's a variety of flavors. Callit "Rainbow". ~ 21. Wish to do something to cigs. that makes 4th cig."wash out mouth." 22. How to have a cig. that doesn't burn-out, take out of pack, lasts 5 minutes, 23. rejuvenates, then can be used again. How to have a cig. that you don't want to smoke as much. Satisfies more than 4. a regular cig. so smoke less. Build; "Savor": like brandy, you sip it, one puff, wait 5 minutes, then another. Premixing smoke. Premium price. How to make cig. with features of $25 cigar. 5. e.g. more expensive tobaccos rich aroma hand-rolling sip-it How to have a cig. that you have to learn to smoke, in order to enjoy, 6. you smoke it differently from conventional cigs. Build: Teaches you to smoke the "right" way. Made to be enjoyed as opposed to a.maintenance item in you day. How to combine soft filter (#12) with slower smoking habits,ensure pampering, nuturing habit. Features: will go out by itself if drawn too hard, closes up. Burns slower via tighter packing. Maybe fat, more to enjoy.

-R J REYNOLDS PROBLEM LABORATORY Septem4er 29, 1982 { LF~~'_"R: Pam CLI~'vi': Ernie & Peggy SESSICN: #2 B 10:45-11:30 AM TASK HEADLINE Develop ideas that eliminate or alleviate the taste burn/build-up factor. ( - SPRINGBOARDS 1. How to build in an exhaust system to later on cigs. 2. How to have ultrasonic system cig. that vibrates the build-up out of mouth. 3. How to have a cig. that when inhaled you get a liquid and when exhale get water vapor. 4. How have a cig. then where smoke residue doesn't solidigy - stays liquid/ 5. How to have a new tobacco that while smoking it gets better and better. 6. How to have a cig. with holes that either lets something in or lets some- thing out. 7. How to have a cig. that prevents overload. 8. How to have a pack with a smoker's break option - e.g. in 20, maybe 3 "breakers". 9. How to have a cig. that gets supercharged by how long you hold flame to cig. 10. How to have a cig. that you inject taste difference. 11. How to have a smokeless cig. that doesn't burn - you inhale only tar and nicotine flavors. 12. How to have a cig. that.you get musical vibrations from - e.g. tingles the 13. How to have a cig. that gives me a kick - . smoke inhaled tastes like "Tab". 14. How to have an extra set of filters to wrap around to change flavor. 15. How to sell a system - would be composed of different filters - basic cig. is the same. 16. Wish we could target those who'll smoke forever. a) sell them whole system. 17. How to have a cig. where paper impregnated with Tic Tacs. 18. How to have a cig. that you only smoke 1 per day. 19. Wish for throat exercises for those who are marathons. e.g. provide a coating for throat. 20. How to say build-up = zppetite suppression, lips.

RJR PROB. LAB. ~ Page 2 Session 2 B 21. 1 wish continuous smoking cleared nasal passages for more penetrating medical applications, e.g. Vick's Vapo Rub®. 22. How to have the smoke deposit a wax to mouth and nasal passages so tar and nicotine don't adhere. 23. How to have the build-up protect body from germs. 24. How to have a cig. with an anti-plaque build-up effect. 25. How to have a pre-tooth washing cig. - heat or smoke would act as dirt loosener. - a self-cleaning oven. 26. I wish build-up contained something that increased oxygen intake or the feeling you get when you breathe pure oxygen. 27. How to have the build-up allow the body that releases natural body narcotics. 28. 1 wish I had a tongue jacket or vest. e.g. When smoking heavy,you could have a protective shield or collector. - build into cig. so get automatically. 29. How to have a cig. that revitalizes the taste buds. 30. How to have a cig. that reverses aging process. 31. How to have a cig. that whenever you buy a pack you get a percentage of stock of RJR. - have above to "trust fund". - could have it stock in the brand.

R J REYNOLDS PROBLEM LABORATORY Septfter 29, 1982 ( LEADER: Laurie CL== Doug SESSIaN= 3 A 11:40-12:40 TASK HEADLINE Develop cigarette ideas that will help smokers overcome concerns around social acceptability of smoking SPRINGBOARDS 1. Wish cig. when I smoke forms a halo aroung my head. 2. Wish cig. when I smoke produces beautiful music from me. 3. Wish a kazoo filter. 4. Wish a cig. that you don't mind smoking around babies. 5. Wish cig. that repells anti-smokers. 6. Wish cig. with smoke which incondesces (visual effect striking) (maybe a party cig.) 7. Wish cig. that puts out good vibes or positive ions. 8. Wish cig. that lights up when phone rings. 9. How to have brand of cigs. for every pack or carton sold - donate 5t to Un i ted Way.. 10. Wish cig. where smoke condensed instead of expanded. 11. Wish a "black hole" cig. - absorbs smoke so just left with a little stub. 12. Wish cig. that makes you recognized as being creative - with certain strength. 13. Wish cig. makes you recognized as being thoughful of others. 14. Wish cig. that stabilizes bio-rhythms. 15. Wish a cig. that specially designed for occassions when social acceptance is a problem (i.e. a cig. for restaurants) 16. Wish cig. had smoke without odor. 17. How to show smokers and non-smokers doing activities together. 18. Wish I knew what to do with cig. to be more thoughtful. 19. How to have an air-freshner cig. - tastes like tobacco - smells like Lysol or air-freshner. 20. Wish cig. that does not stain curtains, windows - no residue 21. Wish cig. which will be perceived as less negative to young adults. 22. Wish a confirmed smokers cig. 23. How to have a Pacman cig. - it consumes its own smoke (like a turbo-charged cig., 24. How to have a cotton candy cig.

RJR PROB. LAB Page 2 ( Session 3 A r 25. Wish a cig. that has to be relit after every puff. 26. Wish a cig. that looks and acts like a cig. but steam comes off - like a humidifier. 27. How to have recyclable smoke. 28. How to have non-irritating smoke/vapor. 29. How to have incense cig. (pleasant smelling). 30. How to have cig. that puts out a secondary smell - or neutralizes it. (A unique, like pine, strawberry.) 31. How to have sexy smelling cig. 32. How to say "I care about you ... I will give up something, like a compromise." 33. How to compromise smoker and non-smoker - i.e. less smoke and less satisfaction. 34. How to have a non-tobacco cig. 35. How to make a healthier cig. (i.e. non-tobacco, to disarm the anti-smokers.) 36. How to have historical landmark cig. - support American tradition - like • apple pie.* 37. How to go back to time when it was socially acceptable to smoke - a guilt- free cig. 38. How to make smoking an elitist, exclusive practice the way it once was. 39. How to recapture the good old smell of-cigs. 40. How to say I'm willing to smoke and pay exorbitant taxes, so that you don't have to pay such high taxes. ~ 41. How to set up a bribe so that non-smokers have to pay smokers not to smoke (withdrawal tax). 42. How to sell cigs. for 25$ a pack. 43. How to have hand-rolled cig. (by mfr.) 44. How to have "smokers clubs" - smoking car 45. How to have Winston'FAN Club. 46. How to have a smokers' rebellion campaign. 47. How to have campaign like a survey to segment marketplace to show that most successful people smoke our brand. 48. How emphasize the benefits from•taxation to the economy from tobacco industry. 49. How to make side~stream smoke beneficial to non-smoker.

R J REYNOLDS PROBLEM LABORATORY Septembeir 29, 1982 ( LEADER: Ma rv i n cLIErrr: Peggy & Ernie SESSICN: 3 B 11:50-12:45 TASK HEADLINE Invent new ways-to improve the social acceptability of cigarettes. r SPRINGBOARDS 1. Wish to create the next smoke rings. 2. How to eliminate guilt a) others b) self 3. How to develop used on a one-time only basis which has barriers. 4. How to have a "Visene" cig. that takes smoke out of eyes. 5. How to have a cig. that emits an additive aroma. 6. How to position a brand called Friends. e.g. if you use it you have to be social. 7. How to use the wrapper to blow my smoke through e.g. easy. 8. A cig. with an internal sensing device. a) cig. get automatically extinquished 9. How to have added benefits to exhaust smoke. 10. Wish for cig. that was.so stylish that it overrides.inconveniences. 11. Wish for a cig. called Social Shorts - 2 puffs e.g. says, I'm concerned about you. 12. How to have a cig. that you can't buy with just money alone. .13. How to eliminate the negative feelings that non-smokers have about smokers. 14. How to have a Chevas Regal cig. - most expensive you can buy. 15. Wish for a new classification of cig. a) perceived as favorable when compared to other modes of smoking. e.g. pipes, cigars - cigs. worst best. 16. How to make smoke fall flat on its face. 17. How to split the smooth a) harm goes down b) enhancing aromatic goes up 18. How to make a cig. that no one knows you're smoking e.g. ear implant 19. How create a non-conspicuousdelivery vehicle for smoking

L, ` RJR PROB LAB ~ Page 2 Session 3 B 20. An implant in a sustained released-nicotine source implant every 6 months. ~ 21. A pocket flask with compressed cig. smoke. 22. How to make lst cig. that is metered for quick puffs. 23. How to have cig. that emits nicotine without tar. a) alters people's state 24. A cig. that makes a non-smoker jealous. 25. Wish smokers rise above everyone else. 26. How to get the sensation of flying, rising above. 27. Wish for a cig. that wis extremely good looking, like Clark Gable. 28. How to have a designer cig. endorsed by Calvin Klein, Bill Blass. 29. How to make a cig. so.funny everyone wants to try it a) lighten-up situations. 30. How to use "pop rock" technology. 31. A cig. that looks different says you're gutsy, independent and secure. 32. Cig. that is a "collector" has prize that is valuable. a) ask non-smokers, ask smokers to collect this item thereby smoke. 33. How to use a 1 minute commercial to show how famous smokers used their cigs. 34. How have a'fortune' cig. 35. How to get the Smurf endorsement. 36. How to get Ms. Piggy to smoke. 37. Howw to project an inner strength.image. 38. How to haye a cig. that if you saw someone smoking, it won't seem alien, you could picture yourself doing it. 39. How to have a cig. that he4ps you say to others ' I'm just like you al go deeper.. 40. NoW to hAve cig. that I could regulate based on my audience. a) turn smoke up or down 41. How to haye a cig. with concentric circle configuration, e.g. punks springs. 42. Cig. smoke thAt doesn't reflect light. . .q

R J REYNOLDS PROBLEM LABORATORY SeptWber 29, 1982 LEADER: Ken CLD2qr= Doug SESSICN: 4 A 2:20-3:25 Session Focus Develop new brand ideas that prevent TBO SPRINGBOARDS 1. How to put something in filters or other place that neutralizes burn-out but doesn't add aroma. e.g.: baking soda cig. 2. How to lower tar levels within a pack. . progressive reduction of tar through pack. 3. How to eliminate irritating components of smoke. . Build: How to use a natural, living sponge instead of conventional filter paper. • might help cool smoke • might help limit additives. 4. Build on #2: How to lower tar level as you go through cig. as opposed to pack. Cig. gets milder as smoked. 5. How to develop cig. that adjusts self to taste burn-out your experiencing . automatic adjustment 6. How to have cig. that distributes smoke to highest impact receptors. Minimum amount of smoke needed to accomplish is key. Build: Keep smoke away from TBO receptors. 7. How to have a "smart" filter - works on components of smoke that cause TBO. 8. How to have a water filter, like water pipe. •Absorbs smoke, cools it down. Cig. requires less heat in order to be smoked, "low-burning". Build: How to look at Dermat-transfer technology: Flavor transfer by direct contact with skin, lips, etc. Build: Works through lips to counteract TBO as systemic antiseptic - novacaine to numb to prevent throat irritation. Works like a cough suppressant by going to target area of throat.

RJR PROB. LAB Session #4 A BEGINNING CONCEPT #1 ~ Page 2 A brand that numbs taste burn-out centers will be perceived as alleviating or eliminating TBO. Product Description: Utilize flavoring on tipping paper. Consider using clove for its numbing and flavor qualities. Flavoring would be able to be localized. Deliver,y Options: 1. Investigate as ingredient in top dressing or as lozenge filter. 2. Capsule in filter, when burst, delivers ingredients to TBO centers. 3. A filter that collects anything that could cause TBO, e.g. soft filter. 4. A filtration rod running through cig. that collects irritants. Target Market: . Heavy smokers . Brand-new smokers . Younger . Anyone who experiences the problem Other areas/items: 1. Legal issues need to be examined vis a vis any additives. 2. Begin to survey existing compounds that have these qualities that could be used. Build: Look at Aloe Vera as a possible additive. BEGINNING CONCEPT #2 A brand that removes the hot, harsh elements will be perceived as free of TBO. Physical Properties: . A smart filter that is able to distinguish.between the good and bad so as to eliminate TB0 without reducing tobacco taste. . Look at charcoal as a way to do it. . Water filtration. . Sensory-activated: heat, or physical presence of smoke could activate. . Include ideas that involve lowering tar at end of day. A sophisticated filter that takes smoke in, breaks down and separates components out and then resynthesizes them with all TB0 causing elements removed.

! ~. RJR PRB. LAB. Page 3 Session #4 A A filter that works harder as cig. is smoked so that by end of cig. it's working most. Filtration which works by increasing internal air velocity setting-up cen- trifugal force to trap irritants. "Sonic Filter" Target Market: As in #1 Bill to cover with George Leeper re: selective filtration program. Other areas: None as this time.

R J REYNOLDS PROBLEM LABORATORY SeptELIber 29, 1982 LEADER: Pam ( CLI== Ernie & Peggy SESSICN: 4 B 2:20-4:00 pm TASK FOCUS Develop a cigarette concept that turns build-up;into an appetite suppressant. IDEAS and BUILDS 4. Go on premise, people just need something to do - a no-cal. 5. Consider putting these cigs. in different area of store. 6. Position as before meal cig. 1. Consider having cig. that when pinch the filter, releases active ingredient to suppress - could minimize side effects over course of day. 2. Identigy and separate chemicals that suppress appetite within cig. context. - which actual ingredients in smoke and what's mechanism of physiologi- cal action. 3. Put the "suppressants" in the tobacco and with heat it releases. 7. -A product that has a very stiff filter with flavor ingredients - extends in-mouth time (sweeten tipping) 8. Make tipping so can 'lick' it like a cigar. - almost create another function of cig. other than smoking. 9. Make a pleasurable cig. that makes food taste bad - it tastes good and affects taste of food . 10. Flavor the cig. with chocoholic or whatever they have weakness for e.g. chocolate. 11. Make a claim that tar and nicotine "eats" calories or reduces life of calories - converts fats or carbohydrates. 12. Look at rate of metabolism as it connects physiological characteristics. 13. Only show thin modelesque smoking types. 14. Get a filter that looks like a TAB bottle. 15. Show 3 fat people eating dessert and thin person smoking. 16. Construct a cig. that causes food to taste bad the more you smoke during. 17. Take most fattening thing that you're addicted to and eat after smoking "20" cigs. and see if you can eat as much. 18. Give it a catchy name like "New You". New image, etc. that reflects positive feelings about losing weight. 19. Could be positioned as a weight maintainance

~ RJR PROB. LAB. ~ Page 2 Session #4 B ~ 20. Get WW endorsement. 21. Design and sell through or a portion through WW. 22. Could possibly get AMA by the factor of obesity, straining heart.

RJR PROB. LAB. Session #4 B CONCEPT #1 A brand that has a flavored more durable filter. Will be perceived as a substitute for snacking (non-productive food intake) Options for Description: 1. Mint flavored tipping. 2. Use a plastic filter. 3. Use gum flavors - e.g. clove, 4. Make the whole cig. slimmer. 5. Consider fewer in pack - e.g. 6. Have filter color of flavor. (continued~on following pages) cinnamon, spearmint a snack pak. Page 3

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RJR PROB. LAB 'Z Page 12 Session 4 B Benefits + it's potentially attractive to large % of smoking population + it deals with the tactileness of smokers or eaters + it's got stance that would make a further function to it. would be highly unique. + technically feasible + could hook up with WW and increase distribution. + it's unique - nothing else like it + segment has whole lot of people in it and has lot of different people moving through space + skews for all ages + segment that will continue to grow with aging process. + convenient vs. a snack in more_situations. + it's usually all right to smoke in front of people vs. eat in front of people. + portable, always with you. + probably cheaper than eating + don't have to use drugs. + could minimize tar and nicotire while maintaining taste. Concerns . 1. How overcome the potential bad publicity we may get as result of feeding on one more weakness. 2. How to overcome legal restrictions on the ads. - e.g. what and how to say it. 3. How to reduce potential to attract non-smokers. 4. How to insure long life in face of trendy aspects of diet. 5. How to make it proprietary so can't be duplicated. 6. How to make product do more to make it easier for dieter e.g. in composition cig. 7. How to build in ability to control this better than dieting. Options to overcome #5 1. Patent the filter 2. Maybe patent the flavoring process 3. Make it a Blue Ribbon cig. Chosen - a preemptive positioning - e.g. because RJR has food expertise

RJR PROB. LAB. ~ Page 13 Session #4 B 4. Consider not regular pack. e.g., 6 in it, etc. Additional Ideas 1. Make premium priced. 2. Get additional placement. e.g. near snack rack or diet section 3. Might not want to make it look different.

R J REYNOLDS PROBLEM LABORATORY September 29, 1982 LE.aDER: Laurie CLII~-Ir: Doug SF•SSIQN: 5 A 3:45-5:15 PM ( TASK HEADLINE Develop new ideas that will make smokers feel g0od about smoking. .1. How to put the pleasure back in smoking ... (for everyone - smokers and non-smokers). 2. How to have cig. give me feeling of self-worth. 3. How to have cig. that I'm proud to smoke. 4. How to have cig. that I only smoke when I've accomplished something (the reward/celebration - the 25$ cig.) 5. How to have a cig. that other people around me will be pleased I'm smoking. 6. (re #3) How to have a stron cig., like cigs used to be - I can handle it. 7. How to have the Dare cig. • 8. How to have cig. that gave me the thrill of doing something daring. 9. How to have black cig. with red on it. (or red satin cig. with garter band around. Hooker? 10. Wish Tobacco Institute establish or prove that smoking is safer than breath- ing in L.A. 11. I wish establish intake tar level per day rather than per-cig. 12. How to show difference between what ingest vs. what just take in (i.e. what's left in body). 13. How to establish a safe maximum daily tolerance level of tar and nicotine. 14. How to expose valuable properties of nicotine (a laxative, a stimulant to cer- tain level - than a depressant.) 15. How to give cigs. some positive aspect that they do not have - like vitamins, minerals.or scrubbing bubbles to clean the lungs.

: RJR PROBLEM LAB. - Page 2 Session 5 A CONCEPT #1 A brand that more efficiently delivers the satisfying components at a lower tar level will be perceived as a lower health risk to smoker. i Product Description Filter Technology Target Group Health concerned smokers Build #1 a) Substitute vegetable material for tobacco content a la Bidis or Jakorta to reduct tar and nicotine b) Add something to cig. to make more satisfying - taste that is given up can be compensated for by adding a flavo'ring which is not a health risk. c) Maybe a grain cig. with tobacco flavoring. CONCEPT #2 A brand that takes a STRONG position. Smoke less, makes me feel good, and more taste per cig., more satisfaction. Product Description . 22 milligram tar * reconstituted tobacco filter for enhanced taste. * tan paper - not brown or beige Target Group Taste gourmets - past or present.

RJR PROB. LAB. Page 3 Session 5 A CONCEPT #3 A brand of cigs. which make smokers feel good about smoking by giving an antisceptic or healing quality to the smoke. Some properties to--look-at incaude: -antihistamins, Buits., ceilsalts, minerals, lysine, RNA, PABA, vitamin C. Target Market . develop specific brands for smokers with specific kinds of conditions e.g. antihistimine for person with allergies, a vit. C additive to compensate for normal loss through smoking. Target also to the health conscious (i.e. macrobiotics). Target also to confirmed smokers as a way to alleviate guilt. Other Needs specific research re FDA and ability to deliver via a high temperature medium. If doable could have a premium product priced and positioned accordingly. Builds 1. A brand that repositions cigs. as an ingestion system for medicinal and/or healthy items. 2. Other benefit could be energy - like sugar. CONCEPT #4 A brand that would give conficende and self-assurance through delivery of a stronger product (old fashioned) Product Description . 18-25 milligram tar . A brand with a pleasant aroma - perceived as improving environment leave room and come back doesn't smell). Target Market (when you . Male concerned about masculinity

RJR PROB. LAB. ! Page 4 Session #5 A Build 1. Brand with good old-fashioned taste, higher tar level perceived as satis- fying for those who feel "they're worth it". CONCEPT #5 Brand delivers X milligrams tar per pack with decreasing levels per cig. as pack is consumed - more taste, still lower tar, less TBO. Product Description Regular appearing cigs. with tar level printed on each of 20. Taste doesn't vary, but tar level does. Target Market . Low tar smokers desiring justification for more tar taste. Also TBO sufferers. CONCEPT #6 Brand with better side stream arome - non-offensive to others. Smoker.feels greater acceptance - increased self-worth. Product Description Side stream aroma is impregnated in cig. paper as burns, gives off aroma - not ingested. Target Market Embarrassed/guilty smokers.

! RJR PROB. LAB. - Page 5 Session #5 A CONNECTIONS WITH EXCURSION IMAGES BEGINNING/ABSURD IDEAS 1. A silly cig., comes in loops and curls - like a straw from McDonalds. 2. A cig. made of spice like clove - rolled in clove leaves instead of cig. paper. 3. A cig. that would show personal achievement. 4. Sheepskin-wrapped cigs. 5. Best cig. made in quality - packed like generic cig. - spread by word of mouth. 6: Put best cig. around and put in fancy pack and sell for twice as much. 7. Sell in foreign language. 8. (For rebellious person) A regular pack at a higher tar level for those who don't care what others think. 9. Value cig. - shows that I'm saving money. 10. The .0011 killigram tar. 11. A cig. that is exceptionally good - tested - called RJ Reynolds Pride. Build: The cig. that was preferred by 5% of the people - who are most intelligent, etc. 12. A cig. that comes out and takes a stand for the smoker. Build: The safe cig. - we acknowledge that it tastes lousy. 13. G.O.M.B. (Get Off My Back) 14. A cig that tastes different to everyone who smokes it. Build: Cig. that is customized for everyone - categories: best ..: brand for your age group, etc. . Tell people about.our testing segmentation.

` R J REYNOLDS PROBLEM LABORATORY SepteVer 29, 1982 LFaDFR: Ma rv i n CLIE,vr: Peggy & Ernie SESSIa`1: 5 B 4:15-5:30 PM 1 TASK HEADLINE Develop a cigarette that represents my independence risk-taking experience attitude. GOALS/WISHES IDEAS I. Show up in church with a cig. 2. (Jan) A cig. called 'Chance' that helps put me in the main stream (Center) of activity. 3. (Jan) A cig. that helps me break away from the wimpy people's cigs. 4. (Don & Peggy) A cig. that everyone respects but few people have the nerve to smoke. 5. A cig. that glows in the dark. 6. Defy convention by glowing in the dark. 7. Wish I had a cig. that sets me up for risk-taking. 8. Mid-life renaissance that makes me feel younger to fit with people z my age. 9. How to use a cig. as a defensive tactic. 10. (Ernie, Cal & Bob) Bogey stogies: short, maybe no filter old-fashioned tough guy. 11. Got to stand for pleasure and taste. 12. (Pam) Invent the Land Rover of cigs. INDIVIDUAL IDEAS BOGEY.STOGIE: . Short, fat • -.Great taste from highest quality tobacco . High nicotine for lots of satisfaction . Too strong fro some, but very rich taste . No filter, but device to keep tobacco pieces out of mouth PLUSSES TO #1 1. Product difference 2. Modern qualities to make it acceptable 3. Positioned as revival cig. 4. Distinctive.

RJR PROB. LAB. Page 2 Session #5 B ( 5. Probably be successful against our biggest competitors. 6. With imagery could appeal to younger audience. 7. Lends itself to communicating imagery.improvement needs. CONCERNS TO #2._ 1. How not to limit appeal by making it too strong. 2: How to make image durable over time, e.g. Marlboro. 3. How to convert filter smokers. PLUSSES TO #2 1. Woody filter could lend itself to woody taste - cedar in filter. 2. Strong visual point of difference. 3. Support premium story. 4. Could give aggressive names - 'Kings' CONCERNS/IMPROVEMENTS 1. How maximize appeal through appropriate tar level. 2. How to make wood veneer filter. #2 A cig. that is very expensive and extremely stylish looking. i1any people fear the statement it might make about them in public, but respect those who do as: strong, independent, BOLD. The cig. is regular low tar but has very different look - beige paper and wood veneer f i l ter. Short, Fatter cig. with short real cork filter. Paper is all black or antique yellow. Untraditional packaging though design or texture. Prime prospect is young male and maverick female. BOGEY STOGIE (#3) Advertising/special events use P'lsses to #3 Bogey them and very risky events (out CAMEL CAMEL) 1. Product difference 2. Could use tobacco filter 3. Ties together. 4. Could put in a tin or cig. case.

i RJR PROB. LAB. Session #5 B 5. Uniqueness, e.g. texture CONCERN How not to be too close to Camels. #4 . Page 3 BOGARTS, the brand for the BOLD, Secure, Independent Man who is control of his lifestyle which is gutsy, slightly unconventional, desireable/emulatable for others...he lives for today's pleasure and experience ... advertising show per- haps slightly eccentric idiosyncratic behavior. Product - Tough Short, maybe dark, maybe fatter Target - Males and Females Independent Insecure Box Packaging . PLUSS€S TO #4 1. Unique product 2. Could make it tough in physical sense 3. Tough-looking as well CONCERNS TO #4 How to stay out of Camel's area. ROVES/MOVERS (#5) A brand of cigs. that appeals.to professional people with business responsibility and an interest in the adventure of living. It's perceived as being the only cig. that responds to the many needs in an active life - e.g. when I'm about to go white water rafting or listening to the Chairman of the Board. Description: a King-size cig. that has 3 varieties (color & taste) in the pack. PLUSSES TO #5 1. Unique dual life style positioning. 2. Attempt to be different in different situation. 3. All cig. package with 3 different kinds of cigs. CONCERNS 1. How to keep line speed-up 2. Now keep f?avor integrity

RJR PROB. LAB. ~ Page 4 Session #5 B ( r 3. How to make it appeal to broader markets. #6: CHANCE A brand of cigs. appealing to 25-34 with extablished lives who are somewhat dissatisfied with present situation. Generates conficende to try new life- style, new career, new investments. All to gain a stronger posture in peer group. Full flavor, low tar Break away look, i.e. Lucite tip. PLUSSES TO #6 3. Could appeal to people in the midst of change who need coverage 4. Subtle way to appeal to 21 year olds entering careers without speaking directly to them. 1. Different 2. Passages positioning CONCERNS/IMPROVEMENTS 1. How to strengthen product description 2. How to quickly communicate message 3. How to use 1 picture communication of turmoil. #T Expand Bogie's Stogies beyond Bogey Capitalize on the 30s when smoking was more acceptable Call it Star Stoogies Show old movie star on package with cig. dangling from their lips (Cagney, Gary Cooper, Clark Gable, Errol Flynn, Alan Ladd) The picture on package should be from a movie where they played the role of a rugged individualist. Make cig. fatter. Gold filter tip. Gold stars in the cig. paper.

RJR PROB. LAB. Session #5 B PLUSSES TO #7 1. Could change package design - Avoids package fatigue 2. Could be fad or collectors' item 3. Could be signed 4. Testimonial advertising CONCERNS 1. How to use celebrity.endorsements SUMMARY Distinctive, short,-fat, male appeal cigs. a) supports masculinity b) get scenes to support Page 5

R J REYNOLDS PROBLEM LABORATORY September 29, 1982 ( LrADER: Laurie CLI&Wr: Dou g sESS1av: 5 A 3:45-5:15 PM TASK HEADLINE Develop new ideas that will make smokers feel g0od about smoking. .1. How to put the pleasure back in smoking ... (for everyone - smokers and non-smokers). 2. How to have cig. give me feeling of self-worth. 3. How to have cig. that I'm proud to smoke. 4. How to have cig. that I only smoke when I've accomplished something (the reward/celebration - the 25$ cig.) 5. How to have a cig. that other people around me will be pleased I'm smoking. 6. (re #3) How to have a strong cig., like cigs used to be - I can handle it. 7. How to have the Dare cig. 8. How to have cig. that gave me the thrill of doing something daring. 9. How to have black cig. with red on it. (or red satin cig. with garter band around. Hooker? 10. Wish Tobacco Institute establish or prove that smoking is safer than breath ing in L.A. 11. I wish establish intake tar level per day rather than per-cig. 12. How to show difference between what ingest vs. what just take in (i.e. what's left in body). 13. How to establish a safe maximum daily tolerance level of tar and nicotine. 14. How to expose valuable properties of nicotine (a laxative, a stimulant to cer- tain level - than a depressant.) 15. How to give cigs. some positive aspect that they do not have - like vitamins, minerals.or scrubbing bubbles to clean the lungs.

RJR PROBLEM LAB. Session 5 A Page 2 CONCEPT #1 A brand that more efficiently delivers the satisfying components at a lower tar level will be perceived as a lower health risk to smoker. r Product Description Filter Technology Target Group Health concerned smokers Build (#1) a) Substitute vegetable material for tobacco content a la Bidis or Jakorta to reduct tar and nicotine b) Add something to cig. to make more satisfying - taste that is given up can be compensated for by adding a flavo'ring which is not a health risk. c) Maybe a grain cig. with tobacco flavoring. CONCEPT #2 A brand that takes a STRONG position. Smoke less, makes me feel good, and more taste per cig., more satisfaction. Product Description . 22 milligram tar * reconstituted tobacco * tan paper - not brown Target Group filter for enhanced taste. or beige Taste gourmets - past or present.

RJR PROB. LAB. Page 3 Session 5 A CONCEPT #3 A brand of cigs. which make smokers feel good about smoking by giving an antisceptic or healing quality to the smoke. Some properties to-look-at include:--ant.ihis-tamins, Buits., cellsalts, minerals, lysine, RNA, PABA, vitamin C. Target Market . develop specific brands for smokers with specific kinds of conditions e.g. antihistimine for person with allergies, a vit. C additive to compensate for normal loss through smoking. Target also to the health conscious (i.e. macrobiotics). Target also to confirmed smokers as a way to alleviate guilt. Other Needs specific research re FDA and ability to deliver via a high temperature medium. If doable could have a premium product priced and positioned accordingly. Builds 1. A brand that repositions cigs. as an ingestion system for medicinal and/or healthy items. 2. Other benefit could be energy - like sugar. CONCEPT #4 A brand that would give conficende and self-assurance through delivery of a stronger product (old fashioned) Product Description . 18-25 milligram tar . A brand with a pleasant aroma - perceived as improving environment (when you leave room and come back doesn't smell). Target Market . Male concerned about masculinity

~ RJR PROB. LAB. - Page 4 Session #5 A Build 1. Brand with good old-fashioned taste, higher tar level perceived as satis- fying for those who feel "they're worth it". CONCEPT #5 Brand delivers X milligrams tar per pack with decreasing levels per cig. as pack is consumed - more taste, still lower tar, less TBO. Product Description Regular appearing cigs. with tar level printed on each of 20. Taste doesn't vary, but tar level does. Target Market .Low tar smokers desiring justification for more tar taste. Also TBO sufferers. ( CONCEPT #6 Brand with better side stream arome - non-offensive to others. Smoker.feels greater acceptance - increased self-worth. Product Description Side stream aroma is impregnated in cig. paper as burns, gives off aroma - not ingested. Target Market Embarrassed/guilty smokers.

RJR PROB. LAB. Page 5 Session #5 A CONNECTIONS WITH EXCURSION IMAGES BEGINNING/ABSURD IDEAS 1. A silly cig., comes in loops and curls - like a straw from McDonalds. 2. A cig. made of spice like clove - rolled in clove leaves instead of cig. paper. 3. A cig. that would show personal achievement. 4. Sheepskin-wrapped cigs. 5. Best cig. made in quality - packed like generic cig. - spread by word of mouth. 6: Put best cig. around and put in fancy pack and sell for twice as much. 7. Sell in foreign language. 8. (For rebellious person) A regular pack at a higher tar level for those who don't care what others think. 9. Value cig. - shows that I'm saving money. 10. The .0011 killigram tar. 11. A cig. that is exceptionally good - tested - called RJ Reynolds Pride. . Build: The cig. that was preferred by 5% of the people - who are most intelligent, etc. 12. A cig. that comes out and takes a stand for the smoker. Build: The safe cig. - we acknowledge that.it tastes lousy. 13. G.O.M.B. (Get Off My Back) 14. a cig that tastes different to everyone who smokes it. Build: Cig. that is customized for everyone - categories: best brand for your age group, etc. . Tell people about.our testing segmentation.

R J REYNOLDS PROBLEN LABORATORY Septe~ber 30, 1982 LEADER: Laurie CZ.I=: Doug SESSZCN: 6 A 9:15-10:00 'Ar1 TASK HEADLINE Identify new cig. ideas that will make the smoker appear thoughtful of others. ( SPRINGBOARDS 1. Wish every cig. sent a valentine. 2. Wish for a mannerly cig. (Emily Post) 3. Wish cig. with a silencer on the end (maybe smokes inside its own chamber) 4. Wish cig. not offensive. 5. How to add an ingredient that neutralizes the gases - resp. for the aroma (or delete and ingredient). 6. Wish a set of fog lights to illuminate room in such a way as to not see the smoke (or neutralize it). 7. How to have miniaturized electrostatic precipitation. 8. Wish a brand that has self-contained ash collector with it - shows thoughtfulness. 9. Wish a cig. without an ash. 10. Wish to take all the minerals out of the tobacco so no ash. 11. I wish to have a cig. with a soft filter that catches the minerals in smoke ana spreads to the outside making it hard. 12. I wish a cig. that has 2 o'r 3'puffs so non-smoker sees that you are smoking less. 13.W ish cig. that would make non-smokers enjoy my smoking, instead of feeling bad 14. How to change cig. so has pleasant aroma or cleans out nasal passages. 15. Wish a smoker's equivalent to a Virgin Mary drink. 16. Wish tobacco with aromatic qualities of pipe tobacco. 17. Build on #12: Wish device that could hook on to slim short cig. (like a cup over cig.) with charcoal filter and also to catch ashes. 18. Wish to do #17 as a premium or an add-on to pack. t

RJR PROB. LAB. -s- Page 2 ( Session 6 A CONCEPT #1 A brand that includes a smoking chamber that comes with every pack to catch ash, absorb smoke. Product Description . Fat pack - regular cigs.hamber is like a shell NO smoke strip - effective for 20 cigs. Attract smoke and keeps ash. Alternative Product Description . The chamber can be the diameter of regular cig. - the cig. is slimmer and shorter and fits inside. Other l. Look at analogous device for pipes. . 2. A cig. that collects the smoke and you can release it when you want through a trigger or slide mechanism (like a mute in a trumpet). CONCEPT #2- A brand that has less puffs will be perceived as a more acceptable, less offensive cig. Product Description a. Produce 3 puffs, have less side stream (or no) smoke. b. New flavor - like caffeine, more intense, unique, after-dinner; maybe gin- flavored. c. Can position as "gives you what-you need". d. Call it Interlude or Intermission. e. Call it Short Takes or Quick Hitters or Between the Acts. f. Could be like Russian cigs. - long hollow tube with little tobacco. Could have a very long filter. g. If a short cig., can get a 1 milligram story and still have all the taste.

RJR PROB. LAB. - Page 3 Session 6 A ( CONCEPT #3 A cigarette to be served after dinner. Sell to restaurants and serve in smoking section. No side stream, but side aroma. Flavor coordinated with meals like cognac flavor. (Note Perrier marketing concept.) Product Description Cigs. like when go to bar - can provide basic cig. and change flavor per re- quest by shooting flavor into the cig. Other/Builds a) Can use surrogate or device type cig. products. b) Consider doing work on Pappyrosi concept -(short rod, densely packed, no filter) r

R J REYNOLDS PROBLEM LABORATORY Sep-Lember 30, 1982 LF.IDER: Pam CLIL,,?r: Ernie & Meg sESSICN: 6 B 9:20-10:45 TASK HEADLINE Develop new positionings and/or product features.for a new brand or the cig. industry to allieviate any guilt feelings for non-smokers SPRINGBOARDS 1. I wish only the smoker incurred the 'penalties'. 2. (Ernie & Cal) I wish non-smoker could see benefits or enjoyments from smoking. 3. How filter judgements about implications of smoking and focus on present. 4. (Bob & Marvin) Wish for a cig. in close environments wasn't so obvious. 5. Wish for a way to get all benefits of smoking through another vehicle, e.g. lozenger. 6. How to give smokers a gift to non-smokers. 7. Wish for better understanding on part of non-smokers - e.g. clarification of risk. 8. How to separate the made-up inconveniences from real inconveniences. 9. How to identify conditions for inconvenience through some kind of inter- active game or exchange. 10. How to make non-smokers feel guilty about complaining - e.g. a more per- sonal think. 11. How to break the momentum of non-smoking movement. 12. How to create an individual reights movement - minority rights 13. How to raise the issue of overall pollution - e.g. automobile. 14. How to look at what percentage of pollution is caused by cigs. 15. How to alternate the smoking section from back to front - e.g. at the back, it's second class. - look at other systems. 16. (Jan & Pam) .1 wish somkers were clearly seen as more open, honest and more relaxed. 17. How to educate non-smokers about individual brand personalities. 18. (Meg & Don) How to bring somkers and non-smokers together in a special moment.

Page 2 RJR PROB. LAB. r Session 6 B IDEA #1 Ways for non-smokers to see benefits of smoking. 1. Provide analogies for smoking to the non-smokers' lives - e.g. "smoking is to smokers as coffee is to coffee drinkers." "smoking is to smokers as deep breathing is to relaxing or Yoga." 2. Communicate the cause and effect of smoking is to good moods. 3. Position cigs. in non-smokers' eyes as a special occasion/treat for smokers. 4. Show reverse discrimination and teach non-smokers how to interact with smokers. - analogy: abuse of Disney characters by kids. 5. Make cigs. a universal cue to good times. - consider party packs 6. Make cigs. an acceptable gift item. 7. Get publicity via talk shows pointed at smokers' viewpoint. 8. Show increase rate of inetabolism'thereby weight difference. I DEA #2 Way to show smokers as more open, honest and relaxed. 1. A brand called OK's that appeals to open honest and relaxed people regardless of socio-economics or geography. Perceived as a brand who control their lives and their smoking (smoking doesn't control them),but who also derive pleasure from being moderately uninhibited. OPTIONS 1. Make it low nicotine so you're not dying for it. 2. Start a variation habit - would have a line of tar, nicotines and sizes to use, depending on situation. 3. Have a cig. you only smoke half the way down. 4. Have it look a little different - e.g. with blue pinstriped paper.

RJR PROB. LAB Session #6 B I DEA #3 Ways to bring smokers and non-smokers together (not necessarily intimate). 1. The smoker offers: a) something to fiddle with or involvement in mouth i) mints in pack ii) brittle cookies flavored with mint b) give something that would absolve the negatives. i) a fan . ii) nose plug iii) Murine iv) a penlight fan v) an air purifier that could be wrapper. r Page 3 ADDITIONAL IDEA 1. A cig. that only is lit by non-smokers - a device only they *Consider that being what you give them. have. 2. Simulated smoking: It-is to current smoking like Atari baseball is to real baseball. vi) smoker would have aids to help maintain environment a) get specific signals from pack. vii) have an air freshener at bottom of pack and when done, wave it in the air and releases fragrance. IDEA #4 Ways to deal with a cig. in close environments. 1. Find out what specific thing that irritates the non=smoker most (rank variables). Once known, gives us what we have to attack and design for. 2. The Smoking System: A box or configuration that would house the smoking material (may not be in form of cigs.). OPTIONS a) punch hole size of cig. in pack, pull out a straw, draw in through one channel

RJR PROB. LAB. ~ Page 4 Session #6 B ~ and out through the exhaust channel with muffler. b) could have different filtering systems and could have wood burning aroma. c) a directional nature to exhaust system and could control. f d) e) f) could have fan option. could have a residue collector. could have designer overlay.

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