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RELATED RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST 1. It was a picture of two hands. The one hand had Camel Filter, the other Camel Regular, the regular had run out of cigarettes. The filter hand said, "Okay Charlie", will you try Camel Filter?" He said, "Thanks/ no, I only smoke regular, I'll buy another pack."... A hand on left and a hand on the right, Left hand had filter with cigarettes sticking up. The hand on right looked like he was shaking pack to see if any cigarettes were in it...There was no sale: pitch, just the conversation between the two...To get people to try Camel, whether they try regular or filter. To buy and smoke Camel. I suppose the underlying idea was to get people to switch to Camel especially the filter. Male--21-34--high school 2. I think they had two different packages, one was filter and the other was regular cigarettes. They always say,"Have a real smoke, have a Camel."...It was on the back of the magazine,on the back cover, The hands' of two men and one had the new filter tip and the other hand had the regular. Each hand had a different pack of cigarettes...The one man was asking the other one to have a new filter Camel and the other one(man) said he liked his regular Came1...The point that the new filter is as good as the regular, they have the same taste. How some like the filter and some like the regular, they're the same only they're longer than the regular. Female--35-50--high school 3. I believe it was on the back cover. They presented the two different kinds and the man's hand with the Camel Filter cigarettes offered it to a man who had Camel Regular. The hand holding the Camel Filter was upright with a few cigarettes extended out of the package, extending an offer to the other man who's cigarette pack was upside down to show it was empty. The caption said "Now will you try the new filters?" The reply was "No thank's, I'll get another pack of regular." The new pack of filter impressed me more than the old pack of regular cigarettes...I don't remember whether there was an offer for a lighter or not, I know there was in a previous issue...I think something about having a blend of Turkish tobacco...Implied that they have a new cigarette that is , filtered. That the old regular cigarette is still a favorite and prefered by some people to the new filters. Male--21-34--college 4. There were two different people handling the cigarette. One fellow had one pack turned down and the other had one turned up with the cigarette out of the pack. I think it was the filter. It was on the back cover...You see the cigarette, the filter, the name "Camel" and the pack. Something about remembering the filter cigarette and a name of a man...They always say, "Have a real smoke, have a Camel."...Bringing out idea of regular cigarette or the filter. Seemed to be pushing the filter, because the regular pack was empty. Male--35-50--high school ~ ~ ~ J ~

RELATED RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST contd. 5. One guy was offering another guy a filter, and the other guy had a non-filter. Both refused because he had his own brand. It seems to me one had on a plaid shirt...There was a full page color ad, and fairly large type at the bottom of the page. They are putting out a filter cigarette and they had a filterdd an'unfiltered ciaarette. The type was black and the paper was white and it was a red and white and tan ad. These guys looked pretty healthy...The point of the ad was to convey that.' Camels are the:greatest. On the back there was a big ad for Camels. One guy offers the other one a cigarette.. They have a rich, full taste and mild tobacco. They were mild and smooth. They are a pretty good cigarette. Male--21-34--college 6. It showed a man out of cigarettes and another man offers him a filter Camel and he says he'd rather buy his own...One hand was a pack of filter and one hand was an empty pack of regular... They have two different kinds of Camels, but everyone.sticks to their own. 7. Female--35-50--high school They had a pack of filter and then a regular pack. it was supposed to be like one person was out of the regular and the one with filter was offering him a filter cigarette, Fie said something that he'd never smoked the filter yet, and he'd go get him a pack of the regular...Two packs of cigarettes and the regular were empty...Just that they have two kinds, the filter and regular. Female--21-34--high school * 8. It showed two packs of cigarettes, filter and regular. Regular pack was empty, and the other guy said, "Get a pack of filter," and he said no, he liked regular...Just the two packs of cigarettes.. I guess it showed two different types of cigarettes showing two different types. No matter what you smoke, they're both good. Male--21-34--high school 9. There were two packs of cigarettes, Camel Filter and Camel Regular. The regular pack was empty. There were people there and the fellow holding the filter Camels saic' to the other, "Have a Camel Filter." He said, "I prefer them straight, I'll get another pack."...Two packs, a filter pack with cigarettes and an empty one. The hands holding them. Male--35-50--high school 10. Ran out of Camel without a filter. He says he should try the other one...Two packs of cigarettes and a hand...The cigarettes are good...Different cigarettes. That one had a filter and one didn't. Male--21-24--high school ~ -a ~ ~

RELATED RECALL - CAh1EL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST contd. 11. The man was out of regular Camel, so another man told him to try the Camel Filters...There were two packs in the ad. The regular was turned upside down, indicating it was empty. Male--21-34--college 12. One fellow asks the other fellow if he wanted a Camel filter, and he said, "No thanks. I smoke the regular. I will get another pack."...Two hands, one with the filter and the other without, the regular. Coloring red - in the filter pack outstanding... Bottom of ad said, "Enjoy either one, regular or filter, a real good smoke." Male--21-34--college 13. I believe they said, a fellow said, you can have a filter. The other fellow said he would stay with regular...Couple men, a couple packs of cigarettes, and the conversation. The package ~( it was the regtilar one they had before and the filter one was bigger.) Male--51+--high school 14. There was something about "Look here, Charlie, try these." He said, "No thank you, I take mine straight."...Two packages of cigarettes and scrips writing in red color. The writing was in red...They have two packages, two different types, one with filter and one without. Male--35-50--college 4? 15. One guy was, two hands were holding the packs of cigarettes, one, the copy on one side was, "Will you buy these Camel's with the filter tips?"'and the other said, "I only smoke the Camel Regular," or to that effect from what I remember...Prominence of the cigarette and the hands and the copy large, about 36 point...An equality thing between Camel Filter and Camel Regular. One was as good as the other, depending on.whether you prefer the filter or not. Male--21-34--college 16. I just remember there were two package of cigarettes, one filter and one non-filter. Two people were talking and one asked if the other had tried the filter. He (the other man) said he had smoked them straight...A large ad with a black background with two hands on it. One hand had a package of filter and one plain... "Have a real smoke, have a Camel."...That Camels now give you a choice. Female--35-50--college 17. It had a picture of both kinds of packs of Camels cigarettes. Somebody ran out of cigarettes to try a filter cigarette, and Camels.are a real cigarette...It was two packs. One was crunched up and the other was being offered to smoke...That they are a real cigarette...They have them in filters now. c c J cc ~ ~ ~ 0 Female--21-34--college

RELATED RECALL -- CAb.EL/CAh1EL FILTER "OKAY CHARLIE" PRINT TEST contd. 18. The ad was on the back. The contrast between the regular and new pack that were adjacent was eye-catching. Colors were effective, in fact the whole presentation was good...There was some background activity (can't remember specifically). From this background, the two packages stood out. Male--35-50--college 19. It was a promotion for filter cigarettes. Oh, I guess it was for both, because there were both kinds in the picture...A couple of men with the Camel packs. Each one had a pack of Camels, one a filter, and the other a regular...There were two persons and a conversation between two men. I don't know what they said...Both were good cigarettes. The new filter and the regular Camels. Male--21-34--college 20. They were advertising Camel Filter and Camel Regular cigarettes. It was just a standard ad to me. It was just...It was a green background. It was eye-catching, the contrast of color. The packet itself and the light background (The package is sort of light brown. ) . Male--21-34--college 21. This man wanted straight cigarettes, the other guy wanted filter. They still go for filter tips...It was a gold and silver and brown whole page ad...So many years he had smoked Camels and still would smoke them. Male--51+--high school 22. It had more than one package. Something else was in the picture... Some one was holding a package of cigarettes. There was a hand in the picture...Didn't read it just noticed the package. Female--35-50--high school 23. "Have a real smoke, have a Camel." I know there is a Camel on the package. They have Camel Filter and Camel straicth+-...I saw two packages of cigarettes and one cigarette came out..."Ok, Charley;' Female-- 24. The Camel Regular and filter cigarettes. The hands holding packages of Camels, two different hands. Each haa a different kind of cigarettes, one filter; one regular...I noticed the hands. They stood out. It was on the back page. (The ad.)...I was interested that they (Camel cigarettes) came out with filter.. Female--35-50--high school

RELATED RECALL - CAM.EL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST contd. 25. Just the picture of the cigarettes. I think there was someone holding the package of cigarettes. You could see two hands, one with the filter and one with the plain...Something about trying the cigarettes...Something about someone saying, "I smoke them straight," or, "I'll get another pack." Male--35-50--grade school 26. Camels, I think, a pack of regular and filter. Only that it used the expression, "O.K. Charlie, try a filter." Only it's a very outstanding ad...It was two/three hands on a black page with white letters...Camels have a real smoke. "O.K., Charlie, we'll try another". Something about "Thanks." It was like one man had regular and another had filter...You'd have to use imagination to carry the message. The pictures tell a message. Male--35-50--college 27. It has two packs of cigarettes on the back, one advertising Camel Filter cigarettes and I think the other was advertising Camel Regular...The two packs, just noticed there was two packs of cigarettes, don't smoke them. Just two packs of cigarettes To try and sell Camel Filters. Male--21-34--high school 28. I just saw the two packs there, the regular and the filter. it was a hand holding each pack and there were supposed to be words over them, but I didn't read them...The two packs, the regular and the filter packs. 0 Female--21-34--high school 29. It seems like to me one of the packs was opened and the other had a cigarette sticking out of it like a cigarette pack is drawn like they show on television. It seems like somebody was holding both packs but two different hands were holding them, not the same people. I know that they were stressing the point that they have both regular and filter type cigarettes...I think it was a back cover ad. I am almost positive. (Somebody holding the cigarette pack, both packs.)...Oh, I would think that they were trying to get across that the filter had the same taste as the regular. Male--21-34--high s•chool 30. A big ad on the back, with one regular pack upside down open and a pack of filters open with one or two cigarettes coming out of the top...Different colored packs of cigarettes. One was the old kind, and the new one had a band, a red band around it... They said something like "Have a Camel."...That they have a filter on the cigarettes they've had for so long plain. A ~ Male--35-50--college ~ .. ~ ~ v

RELATED RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST contd. 31. It had a man's hand holding a pack and some writing at the top and writing below. It had a Camel on the package. I remember their slogan "Have a real smoke, smoke a Camel." There's two hands showing two new kinds, probably a man's hand holding a regular pack and a women's hand holding the filter one...Just remember the writing and the two hands. The different packages... If you like Camel Regular you will like them with the filter. You can try them two ways. They say, "Have a real smoke." Female--21-34--high school 32. The two packs are different color§. The filter cigarettes are new...A picture of the two packs side by side. The filter ciga- rettes were a little longer than the regulars. The regular package was two-tone. Male--35-50--grade school 33. Difference in the-color of the packs. Picture of two packs, don't remember any people. One was king-size cigarette and the other, regular cigarette...Full page ad, and the picture of the two packs were rather large and prominent...There is more smoking in a long Camel. Male--35-50--college 34. I saw the two packages of the cigarettes. The filter was in the left corner, the regular was in the right corner. Some writing on the page. The page was in color...The picture of the two packages. 9 Male--51+--college 35. I think there were two men involved and one asked the other "How about a filter cigarette - they're Camels."...It was in color and I remember the packs was brown and white. Female--21-34--high school 36. As I remember, there were two life size packages of cigarettes. One was the filter and one was the regular...It didn't impress me except you have a choice between regular and filter. Male--51+--college 37. It was very colorful. It was a big ad and caught your eye... I remember two hands. One was holding the filter and one was holding the regular. Female--21-34--high school 38. Camel Filter is a new cigarette...Saw pack of regular and a pack ~ of filters. Said Camel has a mate now. o ~ Female--21-34--high school °D ~ ~ J ~

RELATED RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST contd. 39. Got both types of filters...Three hands were in the ad...The regular filters have a real smoke. To get a real smoke, try Camel Filter cigarettes. 40. Male--21-34--high school Ad had the filter and the straight. Female--51+--high school 41. There was two packs, one white and one brown. One was upside down, one regular and filter, and lots of hands. Male--21-34--high school 42. I was impressed that the emphasis was on just the cigarette. Camels have always been a rough cigarette, nothing fancy, and this was just a plain sales pitch for Camels. It was not at all fancy, no women, nothing fancy. If I remember it was just a pair of hands, no face in it. I remember there was more than just the Camel cigarette. (Don't remember what it was, but it was another cigarette put out by the same company.) ... Just honest advertising. Nothing about women, country club atmosphere, or mountains...The roughness of the ad, not feminine, just rough like the cigarette. I regard Camels as a rough cigarette, not fancy. It was just a common ad like the cigarette. Male--21-34--college 43. A full page ad in color. Had traditional Camel pack and the new pack. Two packs of cigarettes - the traditional regular and the new pack...Mentioned new, bigger size of Camel cigarettes Male--35-5---college 44. 45. Two hands and two packs of cigarettes...If you der?t like the long ones, were have the small ones. Male--21-34--high school I remember seeing a picture of the old pack and the new pack beside it but I don't describe the new pack. Male--51+--high school 46. The big one, the extra length, the king size Camel. Male--35-50--college 47. Different colors. Unusual colors. Male--51+--high school 48. A real cigarette. Female--21-34--high school 49. That Camels had a filter. Male--35-50--high school

RFLATED RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST 50. I saw the angle of the pack of cigarettes and the colors... About the taste and the length. Male--21-34--college 51. It was on the back cover. Male--35-50--high school 52. The Filter Camels come in a gold wrapping...Just stating to the public that Camel is now making filter cigarettes. Male--21-34--college 53. It said that Camels got a filter out now...Same quality in a filter tip. Male--21-34--high school 54. It showed a pack of cigarettes...It has a filter. It is smooth smoking. Male--35-50--high school 41

Ui1RGLf1TF:L) RECALL - CAMEL/CAMEL FILTER "OKAY CHARLIE" PRINT TEST 1. The pack was brown like a tobaccos covering or leather covering... Camels are going V shape. Two cigare.ttes packs forming a V. Male--21-34--college 2. The filter is longer and supposed to be better...It just had the filter. That's all they were advertising...It's a mild cigarette. Male--21-34--college 3. I remember the two-tone pack. They were in king-sized...The idea is a cleaner cigarette to smoke. They have less nicotine and tars. Male--51+--grade school 4. Something about an improved filter. Male--51+--grade school

0 0 "O.K. Charlie, now will you try these filters? They're Camels!" ~ c 1 tR j,ti r • 14 0 1oF' R. !. RF1^cGS'-[a•-^ C- Ca-,. W^...-.ta- N C. ~ ~ "Thanks, but I've always smoked'em ' straight. I jget S anothe~~~~~1~" ~ ® >16 0