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CONFIDENTIAL a,e-6 7 -7,Z) Advertising Research Report MAR-61-12 Uecemben 21 1961 CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON• SALEM, N. C.

TABLE OF CONTENTS MRD#AR-67-72 Pag e Product Manager's Summary . . . . . . . . . . . First Attached MRD Summary . . . . . . . . . . . . . . . . . . Second Attached Background . . . . . . . . . • • . . • • • • • 1 Summary of Verbatims . . . . . . . . . . . . . 2 Appendices . . . . . . . . . . . . . . . . . . 3 - 4 Dialing Record . . . . . . . . . . . . . . . . 5 Verbatims . . . . . . . . . . . . . . . . . . . 6 - 13 Script . . . . . . . . . . . . . . . . . . . . 14 - 15

December 20, 1967 Mr. W. S. Smith, Jr. CC-Mr. B. R. Stewart Mr. R. A. Blevins, Jr. Mr. Howard Gray Mr. A. G. Weber Mr. T. P. Haller Mr. C. H. Judge Mr. J. F. Hind Mr. J. B. Stuart Mr. Mr. W. R. A. A. Sugg Rechholtz Mr. Mr. Mr. J. T. C. A. E. K. Albanese Sandefur Lambeth Mrs. Mr. Mr. Babette Jackson Robert R. Etienne Bernard Ober RE: CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST - MRD#AR-67-72 SUMMARY: Results of on-air testing suggest that CAMEL MENTHOL "Commuter" was considerably above average for an introductory cigarette commercial.• ---Overall related recall (42%) was particularly above average (31%). Study of the verbatims suggest that the commercial successfully com- municated the basic qualities of the brand - 17% recalled menthol and 1510 recalled various taste benefits derived from menthol. The use of the live camel in the commercial must be considered a major cause of the high scores of the commercial. The live camel clearly dominated situation recall. It should be noted, however, that the subtlety of the snow on the camel's back, which was designed __to_reinforce our coolness claim, was recalled by only 2%. The only significant deficiency found in the verbatims was the failure of respondents to perceive CAMEL MENTHOL as having extra coolness or menthol. While the cigarette was identified by a large number of those giving recall as a menthol cigarette, there was virtually no playback of the critical "cooler-than-cool" or extra coolness concept. it should be recalled that use of "cooler-than-cool" was severely restricted during the development of the commercial. CONCLUSIONS AND RECOr24ENDATIONS : The use of the live camel appears to have been very effective as a brand related mnemonic device which apparently did not interfere with the communications of the basic copy. Such brand or copy re- lated devices should be considered for inclusion in future commercials. ~ R. M. Odear, Jr. Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. s 0 0 s ~ T. P. Haller

SUMMARy CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST (Day-agten Reca.2t) MRD-AR-67-72 This is a study to determine recall levels of Camel Menthol "Commuter" :60 commercial. -RESULTS 1. "Commuter" obtained an overall related recall score of 42%, -which was comprised of 24% specifically related and 18% generally related. 2. The menthol salesmessage was recalled by 15%; and newness, by 14%. 3. "Cocl/fresh" comments were made by 10%, and taste comments, by 9%. 4. A total of 23% remembered the live Camel. CONCLUSION The overall score of 41% (substantially higher than the ?.ndustry introOuctcry average of 32 0) and the fair recall of newness (14%) are evidence that "Comn,uter" was successful in accomplishing its purpose of introducing Camel Menthol. Recall of "cool/fresh" and taste sales- messages, at 10% and 9% respectively, is only moderate. Our evaluation of the test results suggests that the commercial's memorability is due to the newness of the brand and to the live Camel which serves as both an attention-getter and a memory aid. ' C. Elizabeth Jackson Marketing Research Department CEJ:aff

CAMEL MLNTffOL "COMMUTER" :60 ON-AIR TEST (Day-asten Reeatt) MRD#AR-67-72 This is a study to determine the recall levels of Camel Menthol "Commuter" :60. LOCATION BACKGROUND St. Louis, Missouri -Phoenix, Arizona "Commuter" was tested twice in each city in order that an adequate base be accumulated. For the first test "Commuter" appeared in the second commercial position of "Rat Patrol" (at 7:46 p.m. CDT) on September 25, 1967. For the second test it appeared in the first commercial position of "Dragnet" (at 8:33 p.m. CDT) on October 5, 1967. DATES OF INTERVIEWING METHOD September 26 and October 6; 1967 Any adult who had watched television the prev.ious night and who smoked one cigarette per day was eligible to be interviewed. Respondents were asked whether they had seen a commercial for any cigarettes and, if so, which brands. if the test brand was not mentioned, they were asked whether they had seen a commercial for Camel Menthol cigarettes and, if. so,-what it said and showed. -Those who had watched the test program were asked whether they had seen the parts just before, during, and just after the commercial. Program and activity prompts were used to determine whether the respondent was actually in the commercial audience. Respondents were classified by sex, age, education, and type of television viewed. SAMPLE Numbers were chosen at random from local telephone directories.

2 SUMMARy OF VERBATIMS Base: Total in commercial audience Gave recall specifically related to "Commuter" Gave only generally related to "Commuter" Total related recall (unduplicated) DETAIL OF RECALL Salespoints Is menthol cigarette/has menthol Is new/just came out Is cool/has cool taste Is/has/fresh/refreshing/taste Tastes good/better/than other menthols Has same/taste/flavor/as Camel/but with menthol Has tobacco taste (Unduplicated cool/fresh comments) (Unduplicated taste comments) Is/good/better/best/cigarette Is longer/than the regular Is mild Has a filter/is filtered Has good tobacco Situation Showed man leading camel onto/train/plane/bus/ showed camel f ollowing man/camel/come down aisle Showed snow-covered camel Showed camel behind man/looking over his shoulder Showed live camel, just (Unduplicated recall of camel) Showed man offer Camel Menthol to/man across aisle/other passengers/pack being passed around/passengers smoking Camel Menthol Showed men on/commuter/train People/conductor/looked surprised/looked at camel Showed/new/different/green & white/package Showed man smoking Camel Menthol Showed conductor/taking/punching/tickets Played music/singing in background Showed bunch of people, just Miscellaneous Cities Combined (128) $ 24 18 42 15 14 8 3 3 2 2 (10) ( 9) 9 7 5 4 2 20 2 .2 2 (23) 12 7 6 6 5 4 2 1 3 Gave unrelated recall 6 Gave no recall 52 100 Unduplicated menthol recall 17% Unduplicated cool/fresh/mild /taste recall 15

-3- APP6NDIX I MRD#AP-67-72 Men vs. Women Men Women Base:Total in commercial audience (72 * 56 * $ $ Gave recall related to "Commuter" 47 34 Dis~eh.ence is aign.i6ieant a.t 87% eon6idenee teve.C. Aqe Under 35 35 - 50 Over 50 Base:Total in commercial audience 34)* (42) * (51) * $ Gave recall related to "Commuter" 381 1Dij6enence is aignisican.t at 80% eonjidence tevet. 2Dii6enence is aigni6icant at 90% eonjidenee .2evet. 531,2 362 EDUCATION Grade School High School Colle ~e Base: Total in commercial audience 25 ** 66 * (35)* $ $ % Gave recall related to "Commuter" 563 353 40 3Di56enence is 6.ignisieant at 90% eonjidenee .Cevet . B & W VS. COLOR B & W Color Base: Total in commercial audience 99) 29)** $ $ Gave recall related to "Commuter" 44 28 Dii6ercence is a.i.gnigicant at 89% eonjidenee .eeveQ. NOTE In some instances the sum of the bases within a classification may not equal 128 because some respondents either refused to answer or were not asked the question. *Denote4 ama.2.C bae e **Denotes extnemeQy smatt base.

APPENDIX II MRDOAR-67-72 Below is a list of 60-second commercials which have been tested. All commercials are considered to be members of introductory pools. BRAND COMMERCIAL OVERALL SCORE R. J. R. BRANDS Camel Filter "Library" 38% Camel Menthol "Beach" 16 SKS Winston Menthol "Jetty" 51 SKS Winston "Golden Pack" 35 SKS Salem "Extra Time #2" 19 R. J. R. introductory average score 32% COMPETITIVE BRANDS Pall Mall Filter "Party" 32 Benson & Hedges 100's "Disadvantages" 41 True Filter "Blue & Green" 47 Tareyton 100's "Barbecue" 25 L & M 100's "Happening" 19 Competitive introductory average score 33% Industry introductory average 32%

DIALING RLCGRD MRD#AR-67-72' Total dialings . . . . . . . . . . . . . . 11,005 No con t ac t . . . . . . . . . . . . . . . . 4,278 No TV set . . . . . . . . . . . . . . . . 152 Non-smoker . . . . . . . . . . . . . . . . 2,530 Contacted smokers . . . . . . . . . . . . 1,618 Not watch last night ..... 857 Not remember program set off, other channel . . . 584 In program audience . . . . . 177 In "Commuter" commercial audience . . . . 128

DEFINITIONS In order to make each on-air test comparable with all other on- air tests, certain definitions have been followed. These definitions are outlined briefly below: Related Recall - Verbatims which are classified as related are correct play-backs of the test commercial. These may either be generally correct or specifically correct. A specifically correct verbatim contains elements of recall which can come only from the test com- mercial, since they have appeared in no other commercials. Generally correct verbatims contain elements which truly reflect things said or shown in the test commercial, although these things are not ex- clusive to the test commercial. Unrelated Recall - Verbatims which are classified as unrelated fall into one of three groups. The most obvious group contains those which do not have any elements of any cigarette advertising in them. In some cases these can amount to nothing more than the respondent's statement that he remembers the brand name but nothing else. In other cases there may be non-descriptive mentions of the cigarette pack. The second group consists of only elements which are incorrect. These may be either generally incorrect or specifically incorrect. A specifically incorrect verbatim contains mentions of elements which are clearly from a commercial other than the test commercial. A generally incorrect verbatim consists of elements that cannot be associated with specific non-test brand advertising but which are certainly not valid renderings of the copy strategy for the test brand. An example of this latter case would be where the respon- dent says that a CAMEL commercial contained mention of "mildness". (Note that a reasonable amount of judgment is sometimes necessary in these cases. If a respondent claimed that a CAMEL commercial made a claim for being "a man's cigarette", even though this was not mentioned, it could be argued that this is a justifiable inference because of the visual context.) The third group consists of verbatims which contain both gener- ally correct plus specifically incorrect elements. Here it is fairly clear that the respondent is confusing the test commercial with some other and has not, therefore, been able to give satisfactory evi- dence of having recalled the test commercial. Commercial Audience - The base on which percentages are computed must be the same in all on-air tests. Ideally, the base should be people who were present in the same room as the television set when the commercial was shown, i.e. the "commercial audience". The reason for using the same base for each test is to make all tests comparable and to present the results in a way that accurately reflects commun- ication efficiency. This goal is not achieved if the base is, for example, the number of people who say they saw the test commercial, because this in itself is a variable that depends on the ability of the commercial to be remembered; and since it will vary from test to test, the results of many tests cannot be compared. I

VERBATIMS The following section contains the verbatim responses given in answer to the questions that were aske~ to deter- mine what the respondent remembered about the test commer- cial. These verbatims are not edited. They appear exactly as they were spoken and, consequently, some are not gram- matically sound. Information on the respondent's sex, age category and educational level and whether the respondent watched in black and white or color are given at the end of each ver- batim. The verbatims are in three categories, specifically related, generally related, and unrelated recall.

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Re.2ated Reea.2.L-Speeisic 1. A gentleman was smoking a Camel; and a camel, a real camel, was looking over the gentleman's shoulder. They were on a commuter train; and, when the conductor saw the live camel on the train, he couldn't believe his eyes. The gentleman passed the pack of Camel cigarettes around to the other people on the train...It's a new menthol cigarette; that's out. Female-47-High School-B&W 2. They (the commercial) had a camel on an aeroplane or a train. This guy (the man on the commercial) came down the aisle with a camel following him...I just seen the camel. They (a bunch of men) were on a commuter train, and the conductor came down the aisle taking the tickets, and this'guy (a man smoking new Camel Menthols) came down the aisle with a camel following him. A real live camel with humps on his back. They just showed a guy (just one of the fellows in the commercial) smoking one (Camel Menthol).. They (some voice) said it was a new Camel Menthol cigarette, and you saw the pack. I think they were extra long, the 100's. I think you could hear background music...Just that they were extra long, and cool, mentholated cigarettes. Male-30-High School-B&W 3. A live camel was on a bus and there was a man passing out Camel cigarettes, out to the people on the bus, and when the bus driver saw the live camel he couldn't believe his eyes. Just the live camel on the bus, and the way the bus driver looked when he saw the camel...A live camel on a bus and a man was passing out Camel ciga- -.-xettes to-the people on the bus and-the people all took a Camel cigarette and began to smoke it. A carton of Camel Menthol ciga- rettes was shown at the end...It's a new Camel cigarette out; it's a menthol now. It's cooling to the taste. Female-36-Grade School-B&W 4. There was a train on some tracks or a car, and these people were sitting around drinking. Then this guy starts walking in with a camel. Everyone then started to look.- They were amazed at seeing this camel. This conductor who was punching the tickets was shook by seeing this camel walking in. Then this guy with the camel sat down and lit up a Came1...A camel. They showed the pack._.It was- -- - the --- -f i ne---st---en_th_-ol--_-cigarette.___It was a brand new thing _. _..-m- out...Something about walking for a Camel Menthol. Male-23-High School-B&W 0 0 A CD 5. I remember the camel riding on a train. First time they came out ~ with Menthol...Saw the supposedly green menthol package on my ~ black & white set. Saw a camel riding on train and that this is v first time Camels had menthol. People sitting on the train, a balded man on right and a woman on the left side trying cigarettes... Cool refreshing taste. Male-44-High School-B&W

7 CAMEL MLNTNOL "COMMUTER" :60 ON-AIR TEST Retated Recaf-.2-Specibic (conxd. ) 6. A snow covered camel on a train. I guess that was to symbolize the coolness of the menthol cigarette...A camel with snow. A fellow getting on a train followed by a camel and the man was smoking a cigarette. Everybody was looking at the camel. The man passed the pack around and everybody had a cigarette...Camels are cool and now have a fresh taste. Male-30-College-B&W 7. The man walked on the airplane with a live camel...A man walked on a train with a live camel and sat down and started smoking. It was a green and white pack of cigarettes ... (Narrator) They said this is a new Camel Menthol, mild, filter tip...It's new, and it's menthol, and it's mild. Male-27-High School-Color 8. I think some people were going on the train, and this man came with a camel behind him. I think he sat down, and this other man offered a cigarette to the fellow in the other aisle, and the conductor seemed to be surprised that he saw the camel behind the man. The conductor took his hat and he left his seat...I remember just the train there. You know, the inside of it. Just the people sitting in the train...I think they were milder and longer than the regular cigarettes. Female-35-Grade School-B&W 9. A camel in a bus is what drew my attention to it. They passed the cigarettes around...I saw a bus, camel and men passing the - cigarettes around to each other and everybody bug-eyed when they saw the camel...It's menthol and mild. Female-55-College-B&W 10. (Man) He went through the bus with a camel following and it is a cool menthol cigarette...I just saw a man passing cigarettes out and the people were smoking...They told the people to try them and how good they were. Female-46-College-B&W 11. I saw a real camel on a passenger train, and a whole group of men were smoking Camel Menthol cigarettes...They are the new menthols that Camels have put out...That they are mild and have a richer tobacco. Female-41-High School-B&W 12. A new brand...A camel on a train. A surprise of a camel A passenger train, a regular coach...Something about the or newness. Male-43-High School-B&W on a train. freshness ~ V 0 s a 0 a ~ ~J

CAMEL ti1LNTHOL "COMti1UTFR" :60 ON-AIR TEST Retated RecaU_-Speei6ie (contd. ) 13. I saw the camel in the bus or train or something. They talked about its good taste and flavor. They exchanged cigarettes. The men on the train...I noticed that it was a filter type cigarette. They showed the package. It looked to be a dark brown...It was surprising to me that Camel came out with a menthol cigarette. I have been a regular smoker and I thought it was a good ciga- rette without the menthol. Male-49-High School-B&W 14. Some guy got on a train with a camel with snow on his back...They just showed this guy taking a pack of cigarettes out of his pocket and handing them to a guy across the aisle...They were long, very refreshing, and had the good taste of Camels. Female-34-High School-Color 15. A camel was walking down the aisle of a train...There was a camel standing behind a man smoking a Camel...I believe there was some background singing about a menthol cigarette. Male-22-College-B&W 16. The camel on a train - that is the one. A man brought a camel on a train...The picture mostly centered around the camel...They said they have a new menthol cigarette. I think it's in the new 100 length. I think there was some singing...I think they were just introducing a new cigarette. The camel was probably used to catch your attention. It caught mine. Female-37-High School-B&W 17. They had a camel in the car, and they brought a pack of Camel ciga- rettes and each one on the train smoked one...I saw a new pack, and I first saw a camel coming in, and the passengers were all smoking. Male-66-High School-B&W 18. The camel on the train. The guy brought a camel on the train. The man gave Camel Menthol cigarettes to people on the train...There was a camel there. There was a camel on the pack of Camel cigarettes... They said that they were the new Camel cigarettes. Female-2l-High School-Color s ~ 0 s 19. They (cowboys) was talking about the smooth flavor and I think that -'J they were the 100's...I seen a man smoking them (Camel Menthol). I;° seen a pack of them (Camel Menthol). I think he (this guy with a r cowboy hat) was riding a train. I seen a Camel pack with the new menthol flavor blended in...They (this guy with this cowboy hat) was telling us how good they were. That they have a good menthol flavor.. That they were good and they had good menthol flavor and they have the filter tip on them. I think I seen a train. Male-29-High School-Color

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Retated RecaU-Spec.isic (contd. ) 20. Camel was in airplane. Passing out cigarettes (one man was passing cigarettes to everyone). Had a small camel on a commercial. He (camel) snorted one man...Held up pack (man announcer). Showed pack on the screen...It is a different and better cigarette. Mainly struck my eye was the camel. Didn't hear what they said... Watch all commercials. Female-52-Grade School-Color 21. A man getting on a plane or train or something and a camel coming in with him...They started making menthol Camels (the Camel Ciga- rette Company) ... That is was a good tobacco. Female-53-College-Color 22. There was a commercial with a live camel in it; and there was a commuter, a train...Just that there was a train, people on a train, and a camel, a regular size Came1...That they were cool. Female-23-College-B&W 23. A camel. (I think they were on an airplane, and the camel following a man and everybody looked surprised to see it)(camel)...A package of Camels. Female-38-Grade School-Color 24. There was a camel mixed up in it.-..A camel and a bunch of people and the package of Camels. Male-52-High School-B&W 25. The guy__had a_-camel,--leading--it--into public--places--(down- the.-aisl_e of a train and into a night club)...People and a camel - two packages of cigarettes, one was menthol and one was not...Somethirig good but I don't remember the ending...The good flavor of the Camel cigarettes with menthol. Male-61-High School-B&W 26. A camel was in the background behind the man; it was an awful big camel and was for cigarettes, I know...Was a cute commercial be- cause a live camel was in a commercial for Camels. Female-54-High School-B&W 27. A camel walked in with some man and passed out cigarettes.:.All I remember is a camel came in and the man passed out cigarettes. Male-69-Grade School-B&W .~ 0 ~ s ro 0 a W .A

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Re.Cated Reca.C.2-Spec.liie (eontd. ) 28. Bring camels (to a restaurant, a live camel). Have the new 100's or menthol...A package of cigarettes, a Camel. Male-71-Grade School-B&W 29. The fellow leading the camel down the aisle in a train. Male-39-College-B&W 30. I remember the camel coming down the aisle. And that's all I remember about it. Male-58-College--B&W 31. A camel following a man around. Male-29-High School-B&W RFLATED RECALL-Genenat 32. They said it was something new...They said they were cool, long drawn, and well filtered. Male-53-Ref.-B&W 33. They (whoever was demonstrating commercial) said it was long and the best. - Female-67-Grade School-B&W 34. Showed how mild they were...Just that Camels were the best cigarette in menthol type you could buy. Female-29-Grade School-B&W 35. Well, I just remember the package, and they (announcer) said it was a Camel Menthol. (Well on black and white it looked like the bottom of the package was black and the top of the pack was white.) Male-39-Grade School-B&W 36. They (advertiser) said it was a real refreshing cigarette, a taste -better than-"other inenthols...It was a longer cigarette. They showed it was a menthol, a better taste...Camel cigarettes, filter menthol and had a better taste. Male-43-Grade School-B&W 37. Just the new pack of cigarettes and that they were menthol. They were better than Kools (more soothing)...Better taste. Male-34-Grade School-B&W LA 0 0 s ca ~ a ~ T

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Retated Recatt-Genenat (contd.) 38. Different people smoking...The best cigarette. Male-62-Grade School-B&W 39. They are a very good menthol cigarette. Male-61-Grade School-B&W 40. It's cool smoking and its a good cigarette...(Lady) Somebody smoking and`blowing and saying how good it was...They said Camel is the best in town...It's a good cigarette and cool. Male-60-Grade School-B&W 41. A new design on the pack. Male-56-High School-B&W 42. Sometimes they're longer. They're real mild..•.They were showing how mild it was...They're real good tobacco smoking. They have a good taste. Male-44-High School-B&W 43. I don't know. I smoke Camel plain and wondered when the menthol would come out. I remember the pack is similar to the filter tip they've come out with...All I remember is seeing the pack. The cigarette pack. Male-35-High School-B&W 44. I remember its being new. I had never seen it before...Someone h~ldin a ack. T + ; » q +- ~4- r.i nlr mc hona~~cea I di dn I fv knnw t}ley ~ g p 1~ j u~~ ~~l,.Va 1{,V made a menthol...It's something about being mild or something. Male-37-High School-B&W 45. They (or person) said it's a Camel, and the other man said it's a Camel Menthol cigarette...They showed the cigarette (someone was smoking one, and they offered a cigarette to someone else)...They said have a cigarette (the whole point was to have people buy a Camel, but that it was also a menthol cigarette)...That it has the same good tobacco taste with the nice menthol taste (the same good taste all Camels have plus the menthol cool flavor). Female-44-High School-B&W 46. That it was new and they are putting it (the menthol) in the Camels.., That it was new and longer length. They came out with the new menthol in a Camel cigarette. You could probably figure out it ~ was probably cooler. j r Female-40-College-B&W ° 0 a y -4

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Retated RecaZZ-Genenat (con#d. ) 47. It's a new product that has just come out, it is a long cigarette... It was a half green package and half plain package...New, just came out...People should try them. It is a better product. Male-62-College-B&W 48. It is the greatest cigarette. Male-60-College-B&W 49. Camel has come out with a menthol...I can see pack with a filter cigarette. Male-28-College-B&W 50. It was a different color pack. Male-47-College-B&W 51. It was a good cigarette...They were good. Male-42-College-B&W 52. The pack was different (the color)...It was new. They're just coming out with them. They're also longer. Female-35-High School-Color 53. It is a longer cigarette. Male--49--High school--B&W

CAMEL MENTHOL "COMMUTER" :60 ON-AIR TEST Unnetated Reca.2.2 l. I'd walk a mile for a Came1...Smokers were satisfied. Male-64-High School-B&W 2. They were longer. They were 100 millimeter. Male-58-College-B&W 3. That it's longer and it's cooler...That you would walk a mile for a Camel. They mentioned about the menthol and being a longer and cooler smoking cigarette. Male-64-Grade School-B&W 4. I was just aware it was a new type of Camel. There was also two commercials for cigarettes during one program. That struck me funny..'.Some kind of a comedy sequence, "I'd walk a mile for a Camel". A guy's foot with a worn out sole. He's sitting back with a cigarette in his hand...Cooler than any other, so cold you're smoking an ice cube. Male-52-High School-B&W 5. The fact that Camel came out with a menthol cigarette. it's the new 100 length, a new filter and all. Male-38-High School-B&W 6. The blue and white package. Average size...There was a man and cigarettes...It was different...You should smoke that cigarette.' Female-5l-High School-Color 7. It was new to me...I would walk a mile for a Camel. Female-57-College-B&W 8. The cigarette was longer. It was king size. The man in the com- mercial, he had a Camel Menthol cigarette anc.l was giving this ciga- rette to a lady...That it had a fresher taste, a menthol taste. Female-2l-High School-B&W

K:?iI'.MOL C:It4AF"II'fiE:S '1'..0613 VIDEO ..~.•..~._ TWO TZI'I 1•IA:'L:i Ti 111tT CtH. CU CU-',:)UGrt'012 iiAND P'T,CH Tr7C:S}:;7.'. 7,0O;1 L ACtC I1',aSl;s~~;~~:z~ i~ ; a ' ` ' ,'"'"~ ! USs~ ~~~,~ CcNDUCTo L. Pl1S`, ~`I i:Cr`:~ S;!:'!'^ . CO~I}~UC.`~'i 0:2 !t~.13i=Ii:S TO I'U:iiii 't_S,`~, +•'[1 ! 0 :?S ~ ^ ,, T ~~ `" ~ ''. • hJJ ~ V~.~.'.% J::~ .e! 11.li o MIN l•I,+i1;iS ,J.JPO TRAIN CAR WT"i''I-I Cn i.,i-, is CLLO1-M1tTI f::;:U FA8311,1IGT:: i EYE F~:E~:;.1C7'IUD F'31O41-41 .rC3aI-Ij ! D . CM• S!J0-60 "COmY~,UTZ. Fi" AUJ3I0 .~._._.,~. 1 S T SC: Tr ain s fix. 21'1ID SC: Trajn CArtl punch si".,. Psgr. to Conductor: H0y you're put'cina: on a lii,'cle ue3.Gnt. I4t:ed vo5.ces uncier train sfx. 3RD SC: Tra ~.n rit:sic in on double tal.e. J-in;;1e "Can thi jETH SC: Mi:;, ic and jinI;.Ie "Be -6 Ca mva:l , r1 5TH SC : Pjtus :.C and jin,;lQ "S o:a:e . . . .SA '•r •~-, . ,> tf ~!~:~ C~'iI•~~s:,~~ ., lt~'~'i,:. 611I1 .SC : S'1Gs:tc and ;j a'nw 1e "So7. ~ now ~.. ~n. ~ D0~':~~ As:S Tr:' x , ,,-_.... ~Sti riICT~:~: C!F:+~ Cy:~i ii S TD : AT?CUE-3;, PA:SSt",IYGER .iPI Si,c-T - FACE I'LI21liCTIVa3. C OI,! UC TC^ FA CE REla C T's:OI I. °!1°sd T:l.i; ;S Srf.T i•II:'J'1: CA?•'EL STAI''AZi"r .I_I: DAC?C OF 1111.1 AND C;uJi:)C'1'0 i i'i ATC%:l1'TC' • 7"~'I3 SC : "Of Car,1el 8TH SC : Fl,us io and jingle "A 0~~H SC : t4jusic and ji7GlIe"A cool Lastill CU I-lA±?D AS ; L'l,I SIS,NES ONE 10TFI SC: Tiusic and Ji:I;).e 'sCar:et C:LCIWr:,TTB 0°:P-1 OF IMCis AI•,D Ir,iT'LsS IT Gl' T . AP1NICH :"riev3 Camel fentiiols are hera," (S`Sm®r) ga 6/5/6 7 . •

1Z,J. 'r';VI1OLDS r20:~,.~1+CC0 C0;1s . ..V CAi-i:;?L I=i)si+1T;I0L CI(i!!rMMB.S, T-9618 VIDEO t:Ai`1 PUTS C:CGR3uT:+.'E TN I,0U:1:i-I. PIISUEI'13EH FACE REACTION T 0 11.'1Il AN1) Cr.i~ll,Lo 2 SHOT - 01M, PASaM•;GBR Ox P:3-MS C:2G!1.~ti7I T I:, TO l130T~:f.l.~ ii.f.l.~ii. z oo1~i Ii`a TO P. c.~ 0~ cz c nr~r,TTES , ('Si,:,TU h "+-~~I1Z P~ t+~tP+ e ~:~ !'1i"1~:~ T. nsti, "~ ~.a c.t,~.,F~. IN I:OU1`H, DMIDS OVER l"vx .LxGhL'. CUT B.""Cl" l•0 1`a:0'„'.~,' i TiAI•? L.i.GIITSMIG HJS C1•G11REITE - 1Y]°s-iALI:;S A1iD E::.I-?hLE S , CUT TO I•iJ1P7 T?1,i-Ir`1M?;G AND EX'rIA.LxNCl WLTii CMIM GVEti SH?OU~.~.~DBr,. HhSiD PASSES PACK OF CllIIM OVER Sa}1T TU -AI.0 T;,Ei; HA.?D. CU'I' TO As,CTI-MER PASSENGER INHt1Lsi1G' AM 1.;4HAr l.i:G 1?1TFI C.1:4C:L IN ~-~ACK- GRGUr1D. Tii:ia9S TO PliSSEiIC;ER P11CIi Bl:CK. CU 1It~?D JMUD PACK. Pt1SSE;iGER PASSISS PACK TO llTI:OV'rlER HAND. LS OF INSIDE TRA1rt. PPSSE'J fil:r:R SIT's'Il+:u, C!i:M IN A!.SLEo CONDUCTOR !`,:1L:CS A:•fJ1.Yo (coNr o D ) CK,-500-60 "COr1Mt;xER" AUDxo _~.~... 1].TH SC: T3uaie and jingte "xta shaxd" 12TIi SC: r4ua'1e Rnd jin„le "to bellove" 13TH SC: "Great tobZaco like this aan" I.1sTiI SC: Nus3.a and Ang1e "Be bleraded tia3.i;h manthoJl to give you" 15TH SC: "A taste that 's coolerr than boo7." 16m SC: t~Iksio~. AnnCr: . "Neei: the 17'M SC: Music Annc .r: rrhQtv , t;amol a different kind °ti°f ' Camel" _1ET.Y1 SC: Musia.. Annor : "it:Lth a twste tha'c ° s not: ~~- Just oool. it ° Fs cooler than 60b2." 19TH SC: Y•Iusice Anncr: ~ 20TH SC : Anner: "3dew' Cau:el Menthols. " SIM tra.'in. A„ "It tvi1]l be a cold ds.y 1n ° July "before you find a 0D better tastine; menthol cigarette. " r .~ dr 6/5/67 Page #4

/ _ 6 FiA. }'. i!'ORi:--CAMi'L :9??vTl?()L "COM*iLixF:12" : 6 0 :>:1- ri I F, i t' ST ?:r. •,. '7. t`desr, Jr. October 16, Camel Menthol "C-or=uter" :6C obtained an overall score of 411, which was r:adc up of 24: snecifi.cally related recall and 17`; s;enerallp related. Mer. recalled the commerciF.l significantly better than vr.r.en (4t;°> vs. 34: ). The naleqpoint whicl: was i+leyed baci nee:t besidcss nPnthol (y5°;) was ncwr.E:ss (14:.;, or 34: of overall score). "Cool/fresh/ ' refresa3nF;" r;essages were recalled by l0f,; auCi taste, by 91. Tbe live camel in the train uas, by far, the most merrorable, vi.suQl eletuent (a32). The overall Fccrc is somewhat higher thmrs the industry int eoetnry :60 avfrEge of 35; and considerably higher than the RJR introductory average of 322. Our evalustiotr of the test re,aulta suggests that the high score,acy be attributed to the newness of the brand and to the live carrel which served as both an atten- tion-getter and a memory aid. C. Elixabeth Jackson Marketing Researcb Aepartment CRJ:bg CC: Nr. Mr. h'. S. C. i:. Smith, Jr. Judge Mr. iioward Gray Mr. 11r. W. R. A. A. Sugg Rechholtr Fi r . Mr. Mr. Mr. R. J. T. J. A. A. P. C. i3ievins, Albaneue, Faller Stuart Jr. Jr. 21iss Eabette Jacksorc-Uancer--Pitzgerald-Sanple, Inc. Mr. R. R. Cticnne--Uancer-P.itageralc'-Satnjp3,e, Inc.