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RJ Reynolds

Introduction of Project Uno Into Test Market. (for Media Enquiry Only).

Date: 08 Jan 1991
Length: 5 pages
507641291-507641295
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Type
REPORT
Site
Government Relations
State Government Relations
Mozingo Rl
Vp
Request
Court
Order
19960800
Minnesota
1rfp98
1rfp93
Mangini
Named Person
I, J.O.
Mozingo, R.
Payne, M.
Rjr
Philip Morris
Copied
Mozingo, R.
Whitt, D.D.
Date Loaded
27 Feb 1998
Author
Whitt, D.D.
Box
Rjr2232
Characteristic
Marginalia
Brand
Dakota Box 83
Dakota
Marlboro
Dakota Lights Box 83
Dakota Lights Box 80
UCSF Legacy ID
aae24d00

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Page 1: aae24d00
MEMORANDUM TO: Roger Mozingo FROM: DeeDee Dyer Whit Public Relations DATE: February 11, 1991 SUBJECT: Dakota Slide Box Q&A Per your request of Maura Payne, attached is the approved Q&A on Dakota slide box. If you have any questions, please let me know. Thanks. Attachment
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INTRODUCTION OF PROJECT UNO INTO TEST MARKET (For Media Enquiry Only) (NOTE: Brand DTS is Feb. 18.) 1. When and where will you introduce Dakota? We will expand the current Dakota test markets in Houston and Nashville to Phoenix and Tucson, Ariz. The Phoenix/Tucson Dakota product is the same as the product now in test, but it is packaged in a slide-box package. 2. What kind of smoker is Dakota slide-box targeted to? We anticipate that the brand's taste will appeal to competitive smokers, primarily Marlboro smokers. 3. What do your focus groups think about Dakota and the slide-box? That information is proprietary. 4. What type of advertising and promotional support will the brand receive? That information is proprietary. 5. What competitive brands do you anticipate Dakota will compete with? We anticipate that the brand will appeal to current Marlboro smokers and other smokers who enjoy a rich tobacco taste. 6. What share percentage do you expect Dakota to capture? For competitive reasons, our specific share projections are proprietary. 7. What styles will Dakota slide-box be offered in? Dakota slide-box will be available in 85mm regular and lights box products. 8. What percentage of the country does your test market represent? I'm sorry but that information is proprietary. APPROVED COPY 01/08/91 DDW
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Project UNO Page Two 9. Your models look so young. It appears as though your advertising is targeted toward kids. Is that true? Not at all. As with all our brands, we are targeting adults, not children. We make extra efforts to ensure that the models in our ads are not under the age of 25, nor look under the age of 25. Smoking is an adult practice and Reynolds Tobacco Co. does not market or advertise its products toward children. 10. The models in Dakota's ads look a little rough, the "biker" type. Is this how your company views the adults of our country? That's your interpretation of one ad. Our research did not show any negative perception of the ads. We found that they would appeal to adult Marlboro smokers. 11. I seem to recall that your Dakota brand was originally designed for "virile females" but when the information leaked, you quickly changed to a competitive brand target. Is this true? Dakota began as a part of our continuing strategy to compete with Marlboro. Despite unfounded claims to the contrary, Dakota has always been marketed to both male and female Marlboro smokers. 12. What are the "tar', and nicotine levels of Dakota and Dakota Lights? Dakota: "tar" - 17mg, nicotine - 1.2mg Dakota Lights: "tar" - 12mg, nicotine - 1.0mg 13. The slide-box uses more material than a regular cigarette package. Is the material recyclable? Does it pose any environmental hazards? The packaging used for Dakota slide-box is identical to that of regular cigarette packaging. The additional "box" is also made of cardboard and thus poses no environmental hazards. All packaging material is recyclable. We ask our consumers to be responsible and dispose of empty packages in trash receptacles. APPROVED COPY 01/08/91 DDW
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Project UNO Page Three 14. Dakota's logo resembles the Rolling Stone's logo/trademark. Is the brand affiliated with the rock group? No, the Dakota logo is just a contemporary design. 15. You say the brand should appeal to both males and females -- but the ads always feature the same girl. Is the brand then targeted more to females? We have both males and females in many of our ads. You may have noticed that both sexes are smoking Dakota. We hope that the brands will be accepted by both male and female adult smokers. 16. Reynolds has had several "gimmicky" cigarettes come out in the last year or so. Since this Dakota is packaged in a slide-box, does it follow the gimmick trail your other brands have? Dakota is a regular, premium cigarette whose unique features are its taste and smoothness. We are testing the slide-box packaging to see if consumers find it appealing. We don't consider this concept a gimmick -- just a new approach to packaging. Pre-market testing indicates that smokers find it has several advantages over current box packaging. 17. Critics say that younger smokers have an attitude that they will live forever -- they don't perceive smoking as a health threat. Is your tough, devil-may-care, streetwise campaign for Dakota designed to appeal to this belief? We feel that adult smokers are able to assess the smoking and health issue. 18. Why no menthol style? That information is proprietary. 19. Why Phoenix and Tucson? That information is proprietary. APPROVED COPY 01/08/91 DDW
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Project UNO Page Four 20. RJR seems to be testing a lot of new brands all of a sudden. Why? Is there a push to regain market share lost to Philip Morris? Is it caused by LBO debt requirements? Like any consumer goods company, Reynolds Tobacco is constantly testing new products and new ideas for our brands. These introductions are in no way connected to the LBO. 21. The slogan, "Where Smooth Comes Easy," seems to have a sexual reference to it. Won't some of your consumers find that offensive? It is not our intention that the brand's slogan have sexual connotations to it, nor have we heard that comment from smokers in test markets. 22. How did you develop this slide-box packaging? Is this a new concept? I'm sorry but that information is proprietary for competitive reasons. 23. I understand that some people in the Phoenix area have received almost four free cartons of the slide-box Dakota. Is this a new marketing tool -- can't sell them so you just give them away? I'm sorry, but the specifics of our marketing programs are proprietary. 24. Don1t you feel the slide-box concept is more appealing to kids? Is that your justification for developing this packaging? No. R.J. Reynolds Tobacco Co. does not market its products to children. Smoking is an adult custom and one we discourage children from participating in. In many areas of the country, box styles are gaining in popularity among adult smokers, and we simply wished to test a new box style which smokers indicated had freshness and convenience advantages. ### APPROVED COPY 01/08/91 DDW

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