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t LEO BuFwerr 11.S.A. OFFICE MEMO March 31, 1993 TO: Marshall Goldman - 28 cc: Lee-Anne Setterington - 28 Dan Larocca - 28 Tom Dudreck - 19 Martin Copus - 19 Ross Harris - 19 Les Bagdasarian - 28 Ralph Love - 28 Ken Krom - 28 FROM: Brett Miller - 19 Re: 1993 Alternative and Military ROP Cr_eati_ve Brief Marlboro Mainline The purpose of this memo is to initiate creative development for alternative and military ROP for calendar year 1993. BACKGROUND Alternative ROP and military base newspapers are considered key elements of our media plan. Similar to the Outdoor Walls program, alternative and military ROP are seen as having environments that speak directly to our YAMS (21-24) target. Utilizing alternative ROP allows us to extend our print communication among our key audience, YAMS 21-24, especially among EGG'S and SNAG'S. These papers provide quality, hip, edgy editorial to a very receptive audience. Alternative papers target active readers looking for "what to do" and are considered to be "the source" for local entertainment. Because magazines are not sold on military bases, YAMS in the military have little, if any, exposure to our Marlboro Mainline print effort. Depending on the base location, YAMS in the military also have very limited exposure to our Out-of-Home campaign. For these reasons, iilitary base newspapers are a very effective vehicle to reach a receptive YAMS audience in the military. Base newspapers are the primary source for base news/activities. Recent readership studies have shown that 87% of those surveyed read or looked at eac of the last four issues of their base newspaper. We have looked at, and evaluated, the current subject matter available for ROP (Attachment I) and determined the need to develop a new pool of subjects. The current ROP pool consists largely of macho/cool portraits of the Marlboro Man and, as such, is no longer strategically on target for the brand.

e 2 With this in mind, we need to develop new ROP creative that is 1) consistent with the overall Mainline strategic objective 2) tailored to a young, very active audience and 3) designed to break out of a very cluttered environment. ALTERNATIVFI?iILTTARY ROP CREATIV$ REOUEST Develop six, 2-color subjects per the following dimensions and objectives. Alternative/Kilitary ROP Dimensions The alternative ROP and military base newspapers under consideration are published in a wide variety of shapes and sizes. The smallest is a tabloid format measuring 9 3/8" wide X 13" deep, and the largest is a broadsheet format which_measur_es 13" wide X 21" deep. Keeping these size parameters in mind, the creative executions need to be adaptable to a wide variety of publication dimensions. Overall Strategic Objectives The overall strategic objective that should be applied to alternative ROP and military base newspaper development in 1993 is consistent with that for all Mainline advertising (Outdoor and print). Specifically, all Mainline Marlboro creative needs to: . Broaden YAMS' perspective of Marlboro Country by fully dimensionalizing the Man and his land. We need to try to "restore the fantasy" of Marlboro Country among YAMS 21-24. Creative development should utilize a variety of the following 5 content areas: - Big Country - where he lives - Action - his work - Camaraderie - what he does to relax - Portraits - his personality - Unfinished stories trateaic Directiora S-Vecific to Alte cu at ve Ilita Both alternative ROP and military base newspapers are considered _ reach vehicles. Because many of the readers of these publications have little or no exposure to our Marlboro Mainline print campaign, it is important that we maintain a consistent focus on our objective of broadening out Marlboro Country. ~

3 ContentJSub ect Taking into consideration our objective of broadening consumers' perspective of Marlboro Country, the creative executions should utilize mezo-lifts of our 1993 print subiects._._ Attached-is-the--- most current list'of-1993-.Marlboro Mainline print subjects (Attachment-II). Also keep in mind that the chosen subject matter needs to appeal to a young, hip, contemporary--audience. Graphics Secondly, we need to utilize graphically simple. clean ad,s that will break'out of a highly cluttered environment. The use of a 2-color format should help Marlboro stand out amidst the clutter. The majority of our positioning in each publication will be back covers and second covers which will also help break free of much of the clutter. . NEXT STEPS We are planning on having a meeting with Ken on Friday afternoon, April 2 to review selected subjects. Once we have Ken's approval, we can then proceed to developing the actual ads. As Friday is Ken's first day back in the office, his schedule is unknown at this point. Please be prepared to meet Friday afternoon, once Ralph confirms an exact time with Ken on Friday morning. We would like to target the week of April 12 for a Client presentation in New York. Thanks in advance for all of your work on this project. Please do not hesitate to call should you have any questions. _2::;;~__ Brett X3478 Attach. /ch: cp.nrop.b

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~•- ATTACHICKNT II 1993 Mainline Print Subjects: Neon - Sp, BC Line Tent - Sp, BC Plateau Stampede II - Sp, BC Aspen Reflections II - Sp, BC Purple Mountain Majesty III - Sp, BC Face-Off - Sp Saturday Night - Sp Aspen Rider (Autumn Aspens)* - Sp Nightwatch (Morning Shadows)* - Pg/BC Truck Talk - Sp Billy Matchstick (Matchstick Gaze)* - Pg/BC Deuces Wild - Sp Cowboy's Place - Sp Piano Bench - Sp Face Off (Possession) - Sp Bunkhouse - Sp Sunfisher - Pg/BC Guitar Smoke - Pg/BC Soda Bottle - Sp Train Station - Pg/BC River Vista (Blue River Bend)* - Pg/BC Gate Duster - Sp Snow Hotel - Sp Rainstorm (Mountain Showers)* - Sp Yellow Slicker Splash (Backsplash)* - Pg/BC Grand Canyon Vista - Sp . = International n a a e for ad

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