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RJ Reynolds

Camel "Roll Your Own" Cigarettes.

Date: 25 Jul 2000
Length: 4 pages
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Date Loaded
15 Feb 2002
Type
REPORT
Named Person
F Scott
F Fran
Rjr
Reynolds, R.J.
Tma
Us Brueau, O.F. Labor & Statistics
Ftc
Surgeon General
Site
External Relations
Communications-Public Relations
Matthews Em
Sr Pr Asst
Box
Rjr5328
Request
US
Comprehensive
Request
86
US
Comprehensive
Request
241
US
Comprehensive
Request
249
US
Comprehensive
Request
201
US
Comprehensive
Request
174
US
Comprehensive
Request
140
Brand
Camel
Winston
UCSF Legacy ID
cwo70d00

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Page 1: cwo70d00
your own ao-c ~ Why do you Include 50 papers in a pouch of tobacco that makes 40 cigarettes? Depending on how much tobacco an adult smoker may put in their cigarette, they may end up witli enough tobacco to make more than 40 cigarettes. When were filtered cigarettes introduced in the U.S.7 In 1954, RJRT introduced Winston - the first nationally popular fifter cigarette. Is this the first time Camel has offered a roll your own tobacco? This is the first time Camel has offered roll your own tobacco in the U.S. RJR Smoking Tobacco Fact: "Though RJRT was not the first manufacturer in Winston, N.C., to make smoking tobacco, 'the growing cigarette business had not escaped the eagle eye of (the company's founder] R.J. Reynolds.' In 1895, RJRTs first smoking tobaccos appeared - Split Silk, Razor Back and Our Advertiser."Around the same time, samples of OurAdvertiser that included cigarette papers and pipes were distributed to adult smokers. DETAILS (only If asked) Within the hand-rolled cigarette category, two phrases are used to describe how adult smokers create their own cigarettes - "make your own" or "roll your own." "Roll your own" cigarettes - what Camel is offering - involves only the tobacco and the paper, and are rolled by hand. "Make your own" cigarettes require the use of a rolling machine.
Page 2: cwo70d00
your own o ls the growth of this category due to price and tax increases for manufactured cigarettes? I cannot speculate on what has stimulated the growth of the hand-rolled category. The brand's entry into this category offers adult smokers a unique way to enjoy Camel's Turkish and domestic blend. Our adult smokers have told the brand that they like the ritual and image that comes with a"rolt-your-own" brand " Based on our research, we do not expect RYO to appeal only to price-sensitive smokers. There are many discount manufactured brands already in the marketplace to fit the preferences of price-sensitive smokers. At what price will Camel Roll Your Own be sold? The prices of our products vary from state to state and store to store. . In general, however, because of Camel's credibility within the tobacco category-a tradition of leadership and quality and an image few cigarette brands can own - Camel Roll Your Own will be priced competitively with other roll-your-own products within the upper pricing tier. if needed: In general, two pricing tiers exist within the roll-your-own category. On average, the lower tier is priced at about $1, while the upper tier is about $3.50 to $4.50. Is the tobacco in the Roll Your Own pouches a full-flavor, lights or ultra- lights product? A tobacco blend alone does not define whether a cigarette will offer a full-flavor, light or ultra-light taste. The filtration system, which includes the paper and filter, also plays a major role. Camel Roll Your Own offers adult smokers a full-flavor, non-filtered taste. What are the "tar" and nicotine levels for Roll Your Own? Because adult smokers have individual practices and personal preferences when hand-rolling cigarettes, there is no standardized method to measure "tar" or nicotine yields for roll your own cigarettes. However, if the tobacco in Camel Roll Your Own was used to machine roll non-filtered cigarettes within the same exacting specifications that we use to manufacture our cigarettes, the "tar" and nicotine yields by standard FTC method would be comparable to Camel non-filters. (If needed: Camel non-filter cigarettes contain 25 mg. of "tar" and 1.7 mg. of nicotine.) Will there be a Surgeon's General Warning on the Camel Roll Your Own packaging? Though roll-you-own manufacturers are not legally required to place a Surgeon's General Warning (SGW) on their product packaging, we will have an SGW on the Camel Roll Your Own pouch. The SGW is featured on every brand style within the Camel brand family. Does the packaging meet Callfomla's warning requirements for roll-your-own products? Currently, Camel Roll Your own is only in test market in Minnesota and Ohio.
Page 3: cwo70d00
Camel Roll Your Own Is "An Art to Roll, A Pleasure to Bum." Marketing support for Camel Roll Your Own will feature the tagline "An Art to Roll, a Pleasure to Bum " The line reflects the unique experience of smoking a hand- rolled cigarette and reminds adult smokers that Camel's smooth Turkish and domestic blend creates a pleasurable smoke. It also ties into Camel's current advertising campaign, "Pleasure to Bum," which sums up the product (a good- tasting cigarette that is a pleasure to smoke) and the brand's personality (a colorful, authentic brand with an irreverent sense of humor). Camel will build awareness for Roll Your Own through retail presence and limited print advertising.. Marketing materials for Camel Roll Your Own will only be featured within the test-market area - no national marketing efforts will be used to support the test-market initiative. Camel's entry into the hand-rolled cigarette category differentiates the brand within the highly competitive tobacco Industry. Camel has a long history and established presence within the tobacco category, and is known for its flavorful Turkish and domestic blend. The brand's tradition of leadership and quality, as well as an image that few other cigarette brands can own, grants Camel a credibility that differentiates it from other roll your own tobaccos on the market. As one of the few mass-marketed cigarette brands to offer roll-your-own tobacco. Camel believes that adult smokers who enjoy the experience of rolling their own cigarettes will be interested in Camel Roll Your Own. ISSUES (only If asked) Why has Camel chosen to enter the hand-rolled cigarette category? According to the Tobacco Merchant's Association, the hand-rolled cigarette category has grown steadily over the past few years with an estimated growth of 20 to 25 percent a year. Camel's decision to offer a roll-your-own tobacco product stems from the growth of the category, adult smokers' interest in seeing something new from Camel, and the opportunity to reinforce the brand's classic heritage and blend among another segment of adult smokers. tfneeded: Invoice shipments of roll-your-own tobacco in the U.S. were up 18 percent in 1998; 36 percent in 1999; and an estimated 10 percent in 2000). Tobacco Merchant's Association numbers are based on information obtained by the U.S. Bureau of Labor and Statistics.
Page 4: cwo70d00
your own_a.doc CONFIDENTIAL (For Response Only) Camel "Roll Your Own" Cigarettes Key Messages/QA July 25, 2000 Approvals: Approved by Scott, Legal and PR - need final approval from Fran. In July, Camel will begin test marketing "Roll Your Own," or hand-rolled cigarettes. The test will take place in two markets - Minnesota and Ohio - and allow the brand to gauge adult smokers' interest in Camel's entry into the hand- rolled cigarette category. These states were selected because they offer a demographic representative of the U.S. cigarette market. Camel Roll Your Own reinforces the brand's classic heritage and exotic nature. In 1913, Camel cigarettes were introduced along with a new idea in cigarette smoking - the blending of exotic Turkish tobaccos with domestic leaf. The innovation stemmed from RJRT founder Richard Joshua Reynolds who observed that "roll your own" smokers frequently mixed various leaf types for a pleasing smoke. Turkish tobacco is the smoothest, most aromatic tobacco in the world, and when combined with more flavorful domestic tobaccos, creates a smoother, more flavorful smoke. This unique blend is used within every Camel brand style produced, including Camel Roll Your Own. Camel's entry into the roll your own category gives adult smokers a new product from Camel, while reinforcing the brand's heritage and Turkish and domestic blend among another segment of adult smokers. Camel's exotic heritage is emphasized by the pouch packaging design which features the trademarked Camel beast and logo, and other elements from the traditional Camel packaging, such as the desert scene and palm trees. This new product offers adult smokers a unique way to experience Camel's Turkish and domestic blend. Many adult smokers who choose to roll their own cigarettes have told us that they consider the practice of hand-making a cigarette a skill, even an art form - it's not as easy as it may look. For some adult smokers, rolling their own cigarettes adds to the smoking experience. Camel Roll Your Own will offer adult smokers interested in hand rolling their own cigarettes a unique way to enjoy the brand's Turkish and domestic blend. In addition, some adult smokers who roll their own cigarettes also purchase manufactured cigarettes. The brand hopes that the product point of difference offered by Camel Roll Your Own will encourage adult smokers to choose a Camel brand family style the next time they purchase a manufactured brand.

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