Page 1: eeq66e00
07/15/94 11:56 %Y
July 15, 1994
To: Doug Porter - 19
Jeff Hassman - 19
cc: Kathy Lalley - 12 Mark Figliulo - 11 Francisco 7.etelier - 24
Esther Franklin - 12 Mike 1Vlusachio - 11 Reynaldo Certain - 24
Pauline D'Albis - 12 Dolores Kunda - 27 Simonetta Queirazza - 24
Stephanie Vititoe - 19
From: Douglas Ryan - 19
LEO BLLRNErr U.S.A.
Re: Topline on B&H Hioattic TrWls
This provides you with a topline summary of impressions coming out of the research held
among Cuban Hispanics in Miami on July 12th and 13th.
Four campaigns for B&H 100's were exposed to a range of Cuban Hispanic smokers to
provide learning on development of the Hispanic campaign. Smokers represented a cross-
- Over 35/Under 35
Using previous Hispanic learnings, the campaigns were designed to represent progressive
degrees of departty.re from the mainline campaign now running.
Smoker reactions are summarized on the attachment. Overall, the campaigns using the
mainline visuals performed the best for both communicating a relevant message about the
brand and being well-liked. Notably,ifgoing concerns that Hispanic smokers would see this
general area as irrelevant were lessened. However, no single campaign had universal appeal
among all groups.
Discussions with these Hispanic smokers reinforced the need to:
Communicate a simple message.
Provide a direct reinforcement of B&H's premium heritage.
-*+-+ PM 7TH FLOOR IZ002/004
J . ~Vti li1~n x.-
Page 2: eeq66e00
07/15/94 11:57 '$
. ~ . PM 7T'H FLOOR 121003/004
With this direction in mind, the potential for successfully utilizing the basic elements of the
mninline campaign in our Hispanic efforts was encouraging.
Specific next steps will be discussed with PM pending their issuance of the research report
next week. That said, preliminarv discussions leaned toward pursuing the following:
Explore revisions to "Extravagantes" campaign
- Simplify headline copy.
- Consider alternates to "extravagantes" term that retains sense of "people of
sophisticated taste" without possible negatives of odd, or overdone.
Consider using different tagline
- Taglines from "Nothing Less" and "Moments of Pleasure" seemed to
communicate same idea more simply.
Research new concepts with Mexican Hispanic smokers
- Mexican smokers are second largest group of Hispanic B&H smokers after
- Potentially very different level of understanding given different cultural and social
Please call with questions or comments.
Page 3: eeq66e00
S~mma y of Smoker Reaction
Moments of Pleasure
E/- SZ6Z It>oZ
Translation of Mainline
Modified Mainline Campaign
with same visuals, but modified
Modified copy and visuals.
"Length You Go To' message
without reference to restrictions.
"Control" campaign focusing on
B&ll's long-lasting pleasurc.
General message of visuals and
copy understood. Mare relevant
than initially expected.
Reinforces premium image of
brand while retaining flavor of
Situations seen as enjoyable
moments that complemented
Simple copy and straightforward
visual easy to understand.
Negative reminder that
restrictions exist. Worked against
premium, pleasurable feeling for
"Pxtravagantes" contains negative
connotation for some; suggestion
of being excessive or odd.
Difficult to understand for many.
Copy long for some.
Somewhat generic: Preferred
more for simplicity and attractive
situation than for a message about
the brand (e.g. "Pretty Picture").
Appeal correlated with younger,
educated and more
Same tendency as Mainline, but
with more appeal to femate
Consistently the least liked among
Appealing to oldest, least
assimilated smokers who were
uncomfortable with bolder
message of other campaigns.