Tobacco Documents Online

January 2, 1990 TO: MR. J. D. WEBER FROM: J. V. BELLIS RE: WEEKLY ACCOMPLISHMENTS Hispanic Lead Market Performance In support of continuing sales improvement for total RJR and CAMEL in all four lead markets, consumer tracking results through 9/89 show a significantly improved share trend for CAMEL Ex Regular styles among target Hispanic smokers in all lead markets except Houston. As in other lead markets, the Hispanic program has significantly increased target usage of CAMEL in Houston, however target adoption of CAMEL has been slower in this market due to continued Marlboro growth -- Houston is the only lead market where Marlboro is still showing both sales growth and share growth among 18-24 Hispanic smokers. CAMEL Ex Regular Share Among 18-24 Hispanic Smokers Pre 1/89- 4/89- 1988 6 89 9f 89 Los Angeles 2.0 2.9 4.7 San Antonio 0.9 1.9 2.7 Houston 1.0 1.1 .9 Miami 0.4 1.0 2.0 SB Black Advertising Focus groups conducted among target YA Black smokers in December suggested that the introductory advertising will be effective in conveying the idea of a "new, stronger tasting SALEM," with the cork-tip product visual being the strongest cue to this idea. Of the alternative copy exposed, The Box headline in concert with A New Richer Salem subhead best reinforced desired communication. Other-subheads were not felt to be specific enough in creating a taste expectation, while other headlines (The Box RulesfRocksl suggested that it was the box, more so than the taste, that made this style new and deserving of trial. J. V. Bellis BUSINESS INFORMATION DEPARTMENT JVB/bmt