Tobacco Documents Online

VERBATIMS. The following section contains the verbatim responses given in answer to the questions that were asked 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 verbatim. The verbatims are in three categories, specifically related, generally related, and unrelated recall.

-9- SPECIFICALLY RELATED RECALL KOOL FILTER "TOBOGGANING" :60 1. it was a skiing group. This fellow has a white sweater on. He said his cigarette wasn't tasting just right...This fellow offered him a Kool and it steered him right. Female--Refused--Refused--B&W 2. Switching from his regular brand to Koo1s...Program in color. A couple tobagganing down and goes into lodge for coffee... More refreshing menthol flavor, rich tobacco flavor. Kool, soothing menthol taste. Female--30--High School--Color 3. A guy comes up and says you have the wrong menthol cigarette, try a Kool. The guy had said he didn't like his regular menthol cigarette, the guy offered him a Kool. He liked it much better... Men walking in a cabin out of the snow. There was a fire in a fireplace, they were talking and smoking...They sang a little jingle, they always sing, come up to Kool - a real menthol cigarette or whatever that jingle is. (Don't know. Somebody in background or the men one, I think the men and women.)...It's a better menthol cigarette. (Kool's are the best menthol cigarette.) Ma1e--44--College--B&W ~

-10- GENERALLY RELATED RECALL KOOL FILTER "TOBAGGANING" :60 1. The jingle that goes along with it...The menthol taste. Female--24--High School--B&W 2. A fellow is smoking a cigarette he doesn't like. Then another guy says"try my brand." He does, and says, "Oh Kool, I'm going to smoke these from now on...He is always changing brands of cigarettes, until he comes up to Koo1s...That it will not irritate your throat...That it is good tasting. Male--55--College--B&W 3. Talked about it being cool on your throat...The package of Kools and a man telling about Kool cigarettes. Female--28--High School--B&W 4. One man asks another man to have a Koo1...Come all the way up to Kool. Female--41--High School--B&W 5. It comes up to the Kool taste. The man sings the Kool song... It is a change of pace kind of commercial...If you are tired of your own cigarette,its a change. Female--38--College--B&W 6. A fellow said his cigarette wasn't for him anymore. Another fellow offered him a Koo1...A fellow came along and said he was tired of his cigarette. Another guy offered him a different cigarette,and the first guy said that they were good...They are mild. They have a good taste...That it's a menthol and has a better taste for his mouth. They are mild. Male--70--High School--B&W 7. Somebody said try this one/it's good. Female--53--College--Color 8. They taste cooler. Female--45--College--B&W 9. I saw the pack...It's refreshing and cool. Male--57--High School--B&W

-11- UNRELATED RECALL KOOL FILTER "TOBAGGANING" :60 1. The man was at a party and he was smoking another menthol brand of cigarette and someone offered him a Kool and he liked it. He said it was the first good cigarette he had smoked...They were different. Male--42--College--B&W 2. There was a man watching TV, the people walked out of the set and handed him a cigarette...That Kool's is a good cigarette. Female--22--College--Color 3. Come up to the Kool taste. (There is a stream or waterfall; a lady was sitting there smoking)...They explain the filter tip (just by showing the cigarette itself)...That it has a cooler taste. Female--22--High School--B*W 4. There were two laborers working and one put a cigarette in his mouth and said, "Bah, humbug." The other man says;You're probably smoking the wrong one," and then offered a fresh cigarette which senior citizen did take and seemed to be pleased that he'd wrangled a fresh cigarette...It had the usual pack of Kool cigarettes with the word Kool showing on it. The one man, that he pulled a pack of them out of his pocket and had a very happy expression. Male--Refused--Refused--B&W 5. There were a couple of working fellows. One had trouble with his throat, so the other fellow told him to try Kool. He said his throat felt better, and he became a firm believer in Kool. He liked the menthol taste...There were two construction workers. They had hard hats on, and they were exchanging cigarettes... That it is easier on your throat. Female--40--High School--B&W 6. Someone was smoking another kind. He didn't like it. His friend gave him a Kool. He liked it and said he would switch to them...Some people working and something didn't work right and he said his cigarettes didn't work either. His frienrl gave him a Kool... Come up to the Kool taste. Female--50+--Grade School--Color

AccUitACY • or,rcNOA niL iYY • v i( 4rA i, T N c: ~ ~ I~n(lio and JcPovieioii Comnicrcinld ""- - ~ . 075 C. JERICHO 7URNPIKE • HUNTINGTON STATION, L. I., N. Y. 11747 • PHONE HA 3•0050 Kool No. SF 289 I Min. „._ Ic bo Jj 0.it . I 1tJ :t I'wo couples downhill on WOMAN: :oboggan. Enter lodge, )ne looks at cigarette with 3is satisfaction, gets rid )f it. Pack offered in :lose-up, ;crecn split horizontally nan puffs in bottom por- ion and "Kool taste". upered in top portion. ,iga rcttc in hand in c. u. n top portion "Kool's Vhitc 1,iltcr" supcrcd iri lo ttom orlion. . ~stc c~tra mildn ss' super- ,cl on altcrnatc sides of crtical aplit scrcen with nan puffing on alternate ide. ;roup in lodge again. C,ome 'up to the Koo1 aste" supered changes to ack and tips to viewer. * MAN: W OMAN: MEN: MAN: MAN: Monday, February 6, 1967 "Iron Horse" ABC-TV 7:30 P.M. Oh, boy, it's cold. Man, it'*s good to be inside. Coffee? Yeah. Good steering for the first try. Thanks. But, I sure got the wrong steer on these new menthol cigarettes. Taste. doesn't hold up.. MAN: Here's the one you want, Kool. CHORUS: (SINGING) Come up to the Kool taste, WOMAN: The coolest taste in any cigarette, CHORUS: Get Kool's white filter, rich tobacco, too, WOMAN: Taste extra coolness, CHORUS: Let Kools come through for you. MAN: Good steer. MAN: Like 'em, huh? MAN: CHORUS: AN: Enough to stick with ' e (SINGING) Come up to the Kool taste, The taste you stay with every time you smoke. ' Come all the way'up to Kool Filter Xin ;s. C C V ~ a T W .,-... .. . ~..•. ,,R,.,.., «,