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THE TAMPA TRIBUNE ' .t. Pubtished by THE TRIBUNE COMPANY, 202 S. Parker St.; Tampa, Fla. 33606 D. 179,241 SU K. 227,337 I` rketing new products is not easy. But ' Y those4who come up with innovative efforts are r.. t;ao be.Commended A ;.I rr ;a •,m a r .,, f.~. M~ ~ A;seFies, of such notable efforts have iassed across my desk during the past weelzs . : . . ~. ~'I'tte products being promoted ranged from y ~ ~ w ;-Offices to bottling _plants ctgarettes to - ~ , : #14adache t g The me hods used to et my attention *; ~ra~d hopefully a new story.of substance ~ had i a;broader range: Here is 'a sampling: ~..~r tatin CiQarettes. Arriving at my de sk :' . " ` g ornriiwas~d~o,man from a tobacco ;ct~itipany promoting this new brand, a brand .; 'definitely aimed, she said, at the."uppet 'cxust" of the smoking public. ;sn.e carriea a targe wttue box; wntcn sne ; „:4id -was a. "portable press conference.": Included in'the box was a srtiall bottle of Mo'et ' `. ~handon champagne and one glass, a box of Gbdiva chocolates, ` two. packs of the' new ~ "'-cfgarettes and cigarette lighter In a satin ^ carrx,ing pouch and a four minute cassette taFe recording of the product announcement. Since we don't do product announcements od a regular basis, the effort was somewhat wasted. However, I must report that while II have yet to taste the champagne or "enjoy" the "satin smooth" flavor of the cigarettes, the : docolytes were outstandia. : J .. -:..._. k PITTSBURGH PRESS D. 270,000 S!ATiti. a unique new cigarette brand for thc '-`A " omen of the 80's" will be launched with an outstanding tnulti-media ad sched- ule in the Pittsburgh market, beginning in mid-P.•hrunry. Satin is a low-tar brand de- signed with a satin-tipped filter. Available in itJtYs, regular or menthol, test markets f revral that "'Satin appeals to elegance and f style" and nd copy suggests New Satin ~ Cigarettes are a product of Lorillard, "first with the finest cigarettes through { researc h."

CHICAGO SUN-TIMES CH.IG;GO, ILL D. 655,332 SUti. 630.940 JAN 26 1983 C 2; 0 / 17 ."T"'1 Spots. Lorillard the tobacco'division of Loews The- I atres, will e women to "spoil yourself with n in " Sati {n is the name of the new low-tar cigarette L rilIard ia ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. .; MARKETING / - ADVERTISING i , THE, ]BEADE TO:.EDO, ON.=0 D. 166,99U Sllfd. 210,512 ~ JAN 31 1983 i LORILLARD, a division of Loew's~ Theatres, Inc., has a new cigarette on the market - Sa "n available in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette , for women. Lorillard test marketed Satin in Denver and Milweukee and ~ laims to have achieved a 1.4 per cent I arket share in its 12-week test. Na- ' onwide, a 1 per cent cigarette market are translates into about $160 million. factory shipments. I 1SoS Atigeles 0imes ,.t.; .. LOS ANGELES CAL. D. I.000.94.5 S. 1,234.115 ' JAN 25 1983 Cari Cannon ~ AD NOTES: ON-;E' and Dancer Fitzgerald Sam- ple/Sautbern California, announced they are amicably narting company ... L=i1 er-I i- launchi.^_,,,;~jin. is new low-tar women s cigarette with the largest marketing and advertising campaign in its history. iiC:1 Advertiaias handles the campaign which has the theme, "Spoil you=,elf with Satin." The company is planning to t:se from one to four full pages in each of its national magazine ads. It will.offer uciditional cupport '%-iLh a newspaper and billboard push ... Rinr, Advertising, - ----.. ,..... _.,,,-c..A o mai.v iY7^r, ase in 03011'759 6

CHICAGO SUN-TIMES CHICAGO. ILL D. 655,332 SUt1. 630.940 JAN26 1983 I C~~0 7 . ~ ;"~T ~ 1 Spots. rillard the tobacco'division of Loews The- atres, atres, will e women to "spoil yourself with, nt.in , Sati {n is the name of the new low-tar cigarette'Irt ard is ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to ~ women smokers. MCA Advertising is the agency. - T , HE BE~~ : 1 •TO:.EDO, OH=i? ; D. 166,99fl Sllfd. 210,512 i JAN 31 1993 ; LORILLARD, a division of Loew'sl heatres, Inc., has a new cigarette on the market - Sa in available in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette , for women. Lorillard test marketed Satin in Denver and Milwaukee and i laims to have achieved a 1.4 per cent ' arket share in its 12-week test. Na- ' 'onwide, a 1 per cent cigarette market ~are translates into about;160 million. factory shipments. ~So~ Atigele~ c~ime~ f LOS ANGELES CAL - ~ D. 1.000,94,5 S. 1.234,115 ~gv! JAN 25 1983~ Carl Cannon f AD NOTES: ON-TV and Dancer Fitzgerald Sars- ple/Sauthern CuliforniA, announced they are amicably par;.ing company ... !~r'!1 ~*.1 ;^ lau.nchi:~?^_ catin. its new low-tar women s clt,areLte with the largest marketing and advertisirg campaign in its history, h1C!1 Aelvertiaiag handles the campaign which has the theme, "Spoil yourself wit.h Satin." The company is planning to use from one to four full pages in each of is national magaane ads. It will.offer actditional cupport %-iLh a r.ehsoaper and bil!'iaoard push ... Ianr, E3.dvertisin,;, . -.. ,- ...,....;,-q o mpi.v iT,^r, ase in MARKETING / ADVERTISING i 03011'759 6

CHICAGO SUN-TIMES CHICAGO. ILL D. 655,332 SUti. fi8a,940 ~ 7`761 ® MARKETING / - Spots. Lorillard the tobacco'division of Loews The- L atres, will e women to "spoil yourself with, at.in: , Satin is the name of the new low-tar cigarette ~Iri ard is ; introducing this week. The brand tested successfully in { Denver and Milwaukee, maintaining a commendable 1' percent share of market over the last six months. The ~ brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. ADVERTISING ! T ~ BE.~~ : ~ TOI,ED,O, OIN.=i7 D. 166,99fl Slltd. 210,512 i JAN 31 1993 j LORILLARD, a division of Loew's heatres, Inc., has a new cigarette on the market - sa_, t,,,I„availabie in regu- lar and menthol. Lorillard is marketing the new product as a low-tar cigarette for women. Lorillard test marketed Satin in Denver and Milwmukee and laims to have achieved a 1.4 per cent arket share in its 12-week test. Na- 'onwide, a 1 per cent cigarette market ~are translates into about;160 million. factory shipments. ~ ~C' 117 '; ~ ,4 I fSos Angeles 4limes LOS ANGELES CAL D. 1.000,945 S. 1,234,115 I &t~! JAN 25 1983 . Cari Cannon I All NOTES: ON-TV and Dancer Titzgerald San- ple/Sauthern California, announced they are amicably par;.ir.g company ... L6!1 hir-1 i^ lau.nchL?^ Q; its ne:v low-Lar women s cigarette with the largest marketing and advertisirg campaign in its his;ory, hiCA Aelvetti3iag handles the campaign which has the theme, "Spoil yourself wit.h Satin." The company is planning to use fram one to four full pages in each of its national maganne ads. It will.offer additional cupport n-iLh a aewspaper and biLboard push ... Riar, El,dvertisi:e,,, -• . - ___ .. i...,,, ,,,,nwc-i o mPi.v iT,^r: aSe ln 03011'759 6

t~~je ~'.et€r Rorlc ~xnter, IidES'; PAL"11 BEACH, FLA. E '=dufNG TIMES 0. 27,475 AdvertisingPhilip H. Dougherty Satin Brand Cigarettes Are Going National Having achieved a 1.4 percent share of cigarette sales in test markets in Denver and Milwaukee with Sa~;i~its new femak•oriented cigarette brand, in only 12 weeksw~, a division of Loews Theaters, s ecided to go for national introduction. And the company that previously brought you the Kent line True, Newport, Old Gold and Max, says t-hat, as far as ad budg- ets go, this will be its most elaborate and expensive introduction. The low-tar entry will be going up against Philip Morris's Virginia Slims, with its 2.5 percent share of total cigarette saies• R.J. Reynolds's More, with 1.6, and U~ggett & Myers's Eve, with three-tenths of 1 percent. All those share figures are prelicni- nary counts from John C. Maxwell Jr., the analyst with Lehman Brothers Kuhn Loeb. A 1 percent share is worth about ~ ,~.._ _--------- ---- --- $160 million In sales at the ractory level. "Spoil yourself with Satin" will be the advertising theme created by MCA Advertising, which also does the Newport and Old Gold work. The advertising begins and the product will become available on; Valentine's Day, Feb. 14. I ~~~~ FEB 7 1933 January 6, 1983 ew prTocIuCtS hit By Cfark Betl _ ~~~---- •._ u--- - ----'- ~ • Holiday Inns denies reports that Kenyon.& ~ Eckhardt was selected as its new agency. Camp- ~ bell-Ewald is the other finalist. HI recently an-. nounced plans to replace Young & Rubicam on the $4 million account. • Lorillard, the tobacco division of Loews Theatres, will tell women to "spoil yourself with ~ ,Satin." Satin is the name of the new low-tar ciga- , . reEte Lorillard is introducing this week. The brand , teste 'success ully in Denver and Milwaukee_: maintaining a commendahle 1 percent share of market over the last six ri.onths. The brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. rec~rd high

~~je ~'.e~r Rorl{ ~~nte's tiilES"f PAL;!1 BEACH, FLA. E '=dul`.G TIMES 0. 27,475 y . ~ • • . . . . . _ . ~ " , ~,dvertisingPhilip H. Dougherty S_ atin Brand Cigarettes Are Going National Having achieved a 1.4 percent share of cigarette sales in test markets in Denver and Milwaukee with.EW111,its new female-oriented cigarette brand, in only 12 weeks„Le a division of Loews Theaters, s ecided to go for national introduction. And the company that previously brought you the Kent line True, Newport, Old Gold and Max, says that, as far as ad budg- ets go, this will be its most elaborate and expensive introduction. The low-tar entry will be going up against Philip Morris's Virginia Slims, with its 2.5 percent share of total cigarette salss• R.J. Reynolds's More, with 1.6, and L~lggett & Myers's Eve, with three-tenths of 1 percent. All those share figures are prelimi- nary counts from John C. Maxwell Jr., the analyst with Lehman Brothers Kuhn Loeb. A 1 percent share is worth about $160 million In sales at the tactory level. . . "Spoil yourself with Satin" will be the advertising theme created by MCA Advertising, which also does the Newport and Old Gold work. The advertieing begins and the product will " become available oii Valentine's Day, Feb. 14. d3o l l 7 6, 6 ~ FEB 7 1933 January 6, 1983 eW .products hit Bv Clark Bell • Holiday Inns denies reports that Kenyon.& ~ Eckhardt was selected as its new agency. Camp- ~ bell-Ewald is the other finalist. HI recently an•. nounced plans to replace Young & Rubicam on the $4 million account. • Lorillard, the tobacco division of Loews ~ Theatres, will tell women to "spoil yourself with ,Satin." Satin is the name of the new low-tar ciga- ; recte Lorillaid is introducing this week. The brand . teste 'sud~ cc~esas ully in Denver and Milwaukee._ maintaining a commendahle 1 percent share of market over the last six ri.onths. The brand has a satin-like filter tip and will be marketed to women smokers. MCA Advertising is the agency. record high

~A N 2 ! 1983 ' 11W TODAY ~ UVti.UIejt1TON, D!i DNILY Z00,000 L cNiflaird bbts1 Satin vvill s ~ women p~~~ . ~ Madison Avenue has admit- ; ted that women smoke and now wants to encourage them. ~ Into a marketplace recogniz- ing t,'lat women buy everything ; f: om airplane tickets to trucls comes the idea for another fe- ~ male-oriented cigarette. ~ Lorill r is launching a 100- millimeter, low-tar cigarette ' named Satin. Satin will carry the theme "Spoil yourself with Satin" and stress what MCA Advertising , I calls the "point of difference": the satin filter tip, expected to ' appeal to female smokers. ~ The cigarette was men- tioned in a recent issue of Ad- week. The same issue had an ad for 50 p!c:s, the magazine for people over that age, show- ing a woman telping her hus- band select wine, saying he's such a fine coolt, "... I'::1 sur- prisir.g him with a microwave ove n for his biml:day. .." Mavbe the oven will be trimmed in bur.:i;; ed leatr.er. Reported by Lorraine Ci- ; chowski, Christine Davies, Kathy Rebello-Rees, Jube Shiver Jr., Det:orah Sta9ts and Julia Wai!ace

THE DETROIT FREE PRESS Detroit, Mich. D. 622,130 Sun. 757,216 Jan. 17, 1983 M {, A very chic caaiipaign - but will Ladies, the P. Lorillard Co. has a valentine for you. It s a it-forming. and far from healthy, but Lorillard says you're going to love new Sati brand cigarets with their sexy `~nized" filter f ps and robust flavor. Unlike Virginia Slims, Satin is for the busy '80s lady "who likes that little . ,_.,~.~. , . Bets$ Hanse~e moment for her- self," and doesn't need to be remind- ed she has "come a long way," says Sara Ridgway, a Lorillard spokes- woman in New York. When the new brand hits Detroit Feb. 14, a with-it young smoking woman looking for the -ultimate gratification will be asked.to "spoil" herself "with satin" instead of with the Marlboro man or that half-naked jock who smokes Kent Although cigarets seem to have little inherent sexual identity, Lorillard is so r sure there's a market for another wom- en's brand_that Satin's introduction will be the biggest and most expensive in company^history, Ridgway says. IN SEPTEMBER, LorillarO spent $25 million to! launch Kent III. Industry sources estimate the Satin launch will cost around $50 million. Sources also say manufacturers are continuing to introducing new brands because some smokers have tired of the weaker tast- ing ultra-low-tar brands and are switching to more full-bodied smokes. Satin, menthol and regular, is a 100mm filter-tip cigaret that falls into the low-tar category with 10 mg of tar. Satin's ads, like those of many ciga- rets, imply smokers will enjoy a sexy, gratifying, luxurious life if they smoke brand X. One Satin ad, which will be seen in magazines, in newspapers and on bill- boards, shows a slender blond woman in white satin pants reading, smoking and smiling as she lounges on her white satin couch and provocatively dangles a silver sandal from one foot. In another ad, a smiling black model in a white satin robe enjoys breakfast alone in front of a dazzling city view. The good-life theme is common in, cigaret ads. In a.current ad for R.J. Reynold's More brand, an elegantly coiffed career woman eats jelly beans and talks on the phone in front of a dazzling city night view. And the cur- wornen smoke • i a -'-:+F I - While women buy 49 percent of the ! cigarets sold in the U.S., fewer than 11 i percent are marketed directly to wom- j en, Ridgway says. Lorillard thinks ; there is market share to be gained by I joining that crowd. Of women's brands, Virginia Slims ; (Philip Morris) has a 2.5 percent market ; share; More from Reynolds has 1.6 ~ rent Virginia Slims blitz features the . - - -- - -- . usual woman in far-out clothing (fuch- ! perc,cnt, and Eve from Liggett & Myers sia boots, purple sweater, yellow shirt has 0.3 percent, according to John Max- and gold coil earrings) in contrast to well Jr., an analyst with Lehmann Bros. ' three old-fashioned monotoned ladies 'Kuhn Loeb of New York. showing off prize-winning bread in the highly competitive world of ' loaves at a~ounty fair. "Virginia Slims cigaret marketing, every market share remembers when the woman of the point translates to $160 million in reve- house was the breadwinner," says the nues to the manufacturer, Ridgway ; headline. says. "This is hardly the cereal busi_ ~ SINCE THERE are 200 name-brand ness. It's a multizillion-dollar business. ' cigarets plus generics on the market, If you can achieve a half-percent share, ' why another brand - and one specifi- Vn„'„P ,.a,il„ ,,- _.. cally for women? . , "' ." .'~°.., ~~'•° °V11:~L1nne, sne ~ says.

SPOILYOURSELF t WITH SATIN: 1 The ads for P. Lorillard Co.*s new cigarets imply that smokers will enjoy a sexy, gratifying, luxurious life if they light up a Satin. ~1Nid1 tl-f' luXcH-Kx1.S 5,ltin t.'~2 ,Sc»njc~y tf~i: -;axx&,s:~c! / t~~stc~vt t~x~~5atin Lorillard, which also makes Kent and Truee brands, now controls about 8.9 percent of the market, down from 9.2 percent in 1981, according to Maa- well. He attributes some of the drop to decreasing sales of Kent, Lorillard's leading brand, which has a 2.8 percent share of the market. Ridgway says Satin reached a 1.4 percent market share in a recent 12- week test in Denver and Milwaukee. Lorillard also thinks Satin has po- tential as a crossover brand that men will buy too because of its taste. That would distinguish it from other wom- en's cigaret brands. When the American Tobacco Co. recently introduced its Luckies filter tips, it aimed the ads at men on the theory women will buy "male" cigarets but few men will buy "female" ciga- rets, said William Moore, American's New York-based ad director. Accord- ing to Moore, 40 percent of Camel and Marlboro smokers are women, while only two percent of Virginia Slims smokers are men. Ridgeway says real men may not each quiche, but they will buy Satin. "I've had a half a dozen men call my office and ask for Satin." CIGARET MAKERS HAVE a lot of negatives to overcome before they can pull in their tidy (25 percent of sales is the industry average) profits. Anti-smoking campaigns bombard people with the message that smokers smell bad to non-smokers, behave com- pulsively when they're out of smokes, and die more often from certain linger- ing, painful diseases. A recent National l Cancer Society ad campaign by J. Wal- l ter Thompson underscores that theme ~ for women, with the warning: "Don'r ~ be a draggin' laify." ;' Recent federal and state tax' in-' + creases, comb?ned with ;nanfacturers'- price hikes, have brought prices to more than $1 per pack in some areas, ~ including Michigan. Per-capita co;~-. sumption of tobacco products has been ! steadily dropping, a trend that is pre- ' dicted to continue in 1983. There is increased competition from generic cig- arets, the fastest growing segment of : the market. The 200 name brands spent more than $1.2 biilion on advertising in- 1980, according to the FTC, another i measure of the competition. - Of course, if Satin enc~Ts up nxe i Lorillard's Heritage, Maverick and Bis- .tro brands, all of which came and went ' in the past two years, Lorillard can always hype Rebel, aimed at he-men now in four test markets. Women shoppers in Erie, Pa., have been so taken by Rebel's supermarket point-of-purchase displays, they're not only buying the brand, some are taking the cardboard, bare-chested, male mod- el home, too. - Maybe Lorillard is planning a Satin girl display. Playful shoppers might bring her home to Rebel. ,, 6 .,

i Tff, JUYSAS CITY STAR KANSA3 r,lTy. h10_ ~ D. 244,704 S. ??9.3C9 14R:~ ~ •.'AN 26 Lorilard banking on statistics . - ~in low-tar entry ainned at women ' ,By Diane Stafford lettering. The `'satinized " filter .3Parbusiness8financialwriter t ; 4~~r~rf'y ti g loc~c7lostobaclco •industry ana- omen represent 49 per- lyst says Lorillard<is adhering to cent of U.S. cigarette market segmentation principles smokers. Low-tar ciga= that are necessary for tobacco ettes capture 61 percent of the companies to prosper with the umestic market. Put those two plethora of ever-changing ciga- tistics together and one gets a rette brands. seemingly favorable climate for "Competition in the industry re- "light" cigarettes aimed at wom- quires that a company not stand en. still," said Michael A. Kearny, Following in the f•aotsteps of trust investment officer at Com- Virginia Slims, a Philip Morris merce Bank of Kansas City. brand, and Eve, a Ligget & Myers "Tastes and brands are constant- roduct, the i rw,~ illard tobacco ly changing, and Lorillard obvi- cQmpXy is introducing in a ously has to go out and find at- regular and menthol 100-millime- tractive, large populations of ter cigarette. According to Dave Yates, Lorillard manager for the Kansas City division, the new brand will appear in area stores next week. S tin which achieved a 1.4 per- cen market share when tested for 12 weeks in Denver and Milwaukee, is the newest entry in the highly competitive cigarette industry. It joins at least 150 other domestic brands in trying to de- velop a fo!lowing among a special segment of the 54 million Ameri- cans who smoke. " Mr. Yates said Lorillard, a divi- sion of Loews Theatres Inc., has a specific target audience in mind for a massive publicity campaign that began this month. The target ' is the wqman who views smoking as a"fetninine, luxurious way to pamper't herself. Satin Oigarettes are packaged in elegailtly styled pale green or white bqxes with minimal gold ~ ~... ~ i i larger revenues to finance pub- . 1 licity. ; ~ "Third-and this may be most important-a big, company like Philip Morris can stock an entire line of cigarettes in a supermar- ket or vending machine, and it's attractive for a retailer t.o deal with only one or two suppiiers in- stead of a lot of companies." Despite the potential stumbling blocks, Lorillard, the nation's old- est tobacco firm, is optimistic about Satin's future. The compa- ny has a sales base provided by its other brands, including Kent, Triumph, Golden Lights, True, Newport, Old Gold and Max ciga- smokers to reach." , rettes. Mr. Kearny said the 1.4 percent market penetration Satin achieved in its test period is a bet- ter-than-average result for.a new brand. But, the financial analyst said, considerable advertising ex- penditures will be required to keep the brand name in front of the public until it develops a cus- tomer base. Because Lorillard is part of the second tier of U.S. cigarette pro- ducers-well behind the giant Philip Morris and R.J. Reynolds companies in revenue-its stay- ing power (the ability to continue an expensive product-introduc- tion campaign) is somewhat in question, Mr. Kearny said. "The larger companies have advantages in obtaining and maintaining market share," the analyst said. "First, they can de- velop new products more effi- ciently, and second, they have More than 70 percent of Loril- lard's sales are in the low-tar cat- egory, and the 10-milligram tar, 0.9 milligram nicotine Satin is ex- ~ected make a dent in the grow- mg low-tar market. Although nearly half of all smokers are women, only 11 percent of the domestic industry's unit sales are '; aimed specifically at women. According to Lorillard test marketing results, 50 percent of the women smokers surveyed said. they would try Satin after they'd just seen a picture of the package. After sampling the product, Lorillard said 80 percent of the smokers said they'd buy Sa- tin. Lorillard, which is credited with mal:ing filter-tip advances in ~ the industry, is counting on the ; "satinized" filter tip to carve a i special niche in the national ciga- rette lineup. ~; .. -i~