Tobacco Documents Online

Program: SALEM Refreshest Olympics Obiec tive The objective of this program is to develop a unique consumer participation special event to reinforce SALEM's refreshest positioning. Description • The SALEM Refreshest Olympics will incorporate numerous consumer participation events that relate to SALEM's refreshest positioning and advertising. Events would revolve around symbols of refreshment such as water and ice. • Teams of consumers will compete in a number of events for medals, ribbons and prizes. • The Refreshest Olympics Trials will be held in numerous cities across the country. Winning teams from across the country will be flown to the site of the Olympic Finals where gold, silver and bronze medals will be awarded to the top finishers in each event. Rationale/Benefits • Younger adults enjoy being involved in unique activities with others. The SALEM Refreshest Olympics will provide a fun and exciting event. • Developing the event to be oriented completely around the "refreshest" theme will provide strong and relevant support for the brand's positioning .and advertising.

Program: CAMEL "Smooth Moves" Adventure Objective The objective of the CAMEL "Smooth Moves" Adventure is to increase the level of involvement by younger adult target smokers with the CAMEL brand and to reinforce CAMEL's Smooth Character advertising imagery through a unique and involving treasure hunt. . Descri t~ • The CAMEL Smooth Moves Adventure will involve consumers solving the mystery of the lost Golden Camel. • The "Archeologist" CAMEL will lead the expedition to find this lost treasure and collect the reward. • Clues in the form of puzzles, riddles and logic problems will be contained in each pack of CAMEL via a pack insert. • Consumers will solve each individual clue and then put that information together with information from the other available clues to determine the mythical location of the lost Golden Camel. Approximately 50 clues will be available in total. Four to five new clues will be arriving at retail each month with all the clues distributed by the end of a year. • At the end of the year consumers will send in detailed descriptions of the location of the lost Golden Camel based on the information provided in the clues. Those correctly identifying the precise location will split the large reward offered for the treasure's safe return. The value of the reward will be based on the equivalent value of the gold in the lost Camel (specific value to be determined). Rationaie/Benefits • Younger adult smokers enjoy games, riddles and puzzles. The CAMEL Smooth Moves Adventure will leverage this interest in a unique and involving way. • This promotion will create excitement and on-going interest in the brand as consumers solve individual clues and make progress toward solving the mystery. • This promotion will further encourage team involvement by consumers making CAMEL a frequent and exciting topic of discussion among target younger adult smokers. • In addition to each pack insert being a clue to the mystery, these inserts will also be a fun and challenging exercise even for those who do not wish to become fully involved in the adventure and attempt to solve the mystery.

Other executionai elements • The CAMEL Smooth Moves Adventure will be supported by a strong introductory advertising to develop awareness of the adventure. Over the year the "adventure" will be periodically featured in print, OOH and POS to remind consumers of the on-going nature of the adventure. See the attachment for a potential OOH/POS execution. • The reward for solving the mystery can range in size depending on the desired budget for the program. A minimum of one million dollars would be required to generate strong consumer interest. As the reward will be split among the winners, the brand's payout liability is set by the size of the reward.

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Program: CAMEL "Rough Rolled" Cigarettes Objective The objective of this program is to reinforce the uniqueness of the CAMEL brand to younger adult smokers through the introduction of a line extension that is visually unique. Description • CAMEL "Rough Rolled" cigarettes will be a line extension for CAMEL which will be a rough, uneven cigarette that will be uniquely different and create an unmistakable visual identity for those who smoke it. • To support its masculine heritage, this line extension will be introduced in only a full flavor 85mm box style. • The product will be targeted to younger adult smokers who desire to make a statement with the cigarette they smoke, even after it is out of the pack. • The product will be positioned as a real cigarette with real tobacco taste, for those who really enjoy smoking. Rationale/Benefits • Younger adults are attracted to product and images that allow them to make a statement about themselves. • CAMEL Rough Rolled cigarettes will enable the younger adult smoker to use a product that is unique and a cigarette that makes a statement about the user even when it is out of the pack because of its clear visual difference.

Program: CAMEL's Convenience Store Parking Lot Program Objective The objective of this program is to provide CAMEL with a unique and impactful alternative media form that will reach target younger adult smokers where they tend to purchase their cigarettes most often. Description • CAMEL will dominate the parking lots at convenience stores through the use of an innovative approach- providing and maintaining parking space markings, curbs and direction arrows that include the brand's logo, name or cigarette facsimile. See attachment for example program. Rationale/Benefits • Younger adult smokers tend to buy their cigarettes at convenience stores. • The CAMEL convenience store parking lot program is a unique way of providing CAMEL with continuous advertising presence at a key retail outlet type. Further, this program can be tied in effectively with the national Pack Action Program on CAMEL. • The store owner will appreciate CAMEL providing a service that he would otherwise have to pay for (i.e., relining the parking lot periodically).

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Program: CAMEL/MAGNA Instant Winner In-pack Skill Game Objective The objective of this program is to increase the appeal and relevance of CAMEL/MAGNA though the use of an in-pack game of skill that will provide instant winners. Description • CAMEVMAGNA will develop a skill-based ( approved by the BATF ) game that would be delivered via in-pack inserts. • The game would involve subjects/topic that are of interest to younger adults including trivia, music.and fashion. • The game will be configured such that a correct answer will enable the consumer to receive an instant reward in the form of a discount on his next purchase of the product (e.g., 250 off a pack). Rationale/Benefits • Younger adults enjoy games that provide instant feedback as to whether they have won or not. Developing a game which provides instant feedback will gain high levels of younger adult smoker involvement. • Pack inserts provides -an effective way to deliver this game to the target given their low involvement with other media forms. • CAMEVMAGNA are both positioned against younger adult smokers and thus represent logical brands to feature this game. • The younger adult focus to the game will help to reinforce the brands' images and younger adult targeting in the consumers' minds. • Using the winning game card to encourage further product use can provide both volume support and business building support to pack purchasers. In addition, the winning game ticket may not have the same image as a coupon and thus may be more likely to be used by this target group.

Program: Inner-City Black Targeted Brand Objective The objective of this program is to develop and introduce a distinctive cigarette brand targeted at the inner-city Black smoker. Description • This brand will leverage the Black consumers' desire to use products which: -are distinctive and are associated primarily with Blacks, and -are more "potent" (e.g., Blacks drink malt liquor rather than beer). • This brand will incorporate many distinct features which will appeal to the Black smoker. -Product Description -menthol with strong tobacco taste -20+ mg. of tar -cork tipping -larger circumference -shorter filter inl -Black smokers primarily smoke cork tipped full flavor menthol cigarettes. -Blacks are less concerned with tar and nicotine levels. -The larger circumference and shorter filter will provide a distinctive look and feel. It wil! also and provide support to the more "potent" delivery benefit. -Packaging Descri tion -soft pack and/ or box with 10 cigarettes per pack. -The cigarettes will be placed in the package with the filter end down and the tobacco end up. -The packaging will have an inner city look to it--possibly a graffiti look (see attachment for a potential package design). Rationale -Blacks smoke fewer cigarettes per day and have less money making a 10 pack an ideal o configuration. N 0 W 4 0) 4

-Many inner-city Blacks open their packs from the bottom to keep the filter end from getting dirty when they/others remove a cigarette. Placing the cigarettes upside down in the pack will be a unique feature which will demonstrate empathy toward the target and this unique behavior. -The packaging must be seen as making the brand primarily for Blacks to increase its acceptance among this group. An inner-city look will help to make this distinction. -Advertising Descri tion -As with the packaging, in order to be as relevant as possible, the advertising should relate to the environment and the interests of the inner-city Black. It is recommended that the advertising utilize the popularity of "Rap" music among this group to create relevant and appealing advertising. Both the visuals as well as the copy should reflect the "Rap" trend including copy which has the strong rhyming style of "Rap" music. See the attachment for a potential advertising execution. -The cigarettes should be referred to in the advertising as the "bold smokes" to reinforce both the stronger delivery of the product and also the statement this distinctive brand makes about its users. -The brand will utilize outdoor advertising exclusively to deliver its advertising, including many unique placements to distinguish it from other brand (e.g., paint ads on walls of buildings) Rationale -It is important that the brand be relevant to the inner-city Black target. "Street" symbols and popular Black music, such as "Rap", are to key opportunities to make the brand relevant and appealing to the target. -Blacks are most effectively reached through outdoor advertising due to their low involvement with other media forms. _Name Descri tion -The recommended name to support the product and advertising image of the brand is Fat Boys. Rationale -Fat Boys provides a tie with both the larger circumference/stronger delivery of the (A product and the "Rap" music theme of the advertising. o N 0 W .P Q3 o)