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n~n SECRET New No. By B adassification ran s and Strategic Research Report # 85-4261-5___ ____------------------------ Januar_y__6,z_1986 T0: Mr. A. T. Sterling Mr. R. F. McCarthy Ms. G. C. Eskridge PROJECT XG - FF NM 80 BOX PROTOTYPE Copies To: Mr. L. W. Hall, Jr. Mr. E. J. Fackelman Mr. J. D. Weber Ms. M. H. Parham Ms. K. C. Patterson XG Fact Book MDIC FROM: Ms. M. A. Albert PUBLISHED BY THE MARKETING DEVELOPMENT DEPARTMENT R.J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N.C. 27102 /IJRT Form 736! - 10J81

PROJECT XG - FF NM 80 BOX PROTOTYPE (MDD# 85-42615) EXECUTIVE SUMMARY PURPOSE: To report final results on the performance of one Project XG FF NM 80 Box prototype (CT 790-A) versus Marlboro Box among XG target smokers. BACKGROUND: In recognition of the importance of younger adult smokers to RJR's growth, Project XG will be positioned to compete aggressively with Marlboro. To effectively meet this goal, Project XG must incorporate a superior product to Marlboro, while providing comparable strength and tobacco taste. Brand is preparing for test market by developing/testing prototypes in three configurations: FF NM 85 SP, FFLT NM 85 SP, and FF NM 80 Box. Prototype CT 790-A incorporated blend components individually selected by Blend Technology to deliver a smoother taste as follows: Blend Components Deletion of KDN Experimental G-7 Experimental C-13 New Turkish blend Experimental casing formulation Tow Item 3.3/44,000 (more dense) CENTURY colored tipping Non-diluted ACTION STANDARD: XG FF NM 80 Box prototypes should achieve overall superiority versus Marlboro Box among male Marlboro 80-85 smokers, aged 18-24. RESEARCH OBJECTIVES: The objectives of the test were to: 1 %P • Provide a quantitative assessment of XG FF NM 80 Box prototype (CT 790-A) ° aged 18-24. versus Marlboro Box among male Marlboro 80-85 smokers w , . . ~ ~ • Provide input into further development and refinement of XG prototypes. r `^ 00

KEY CONCLUSIONS/FINDINGS: Overall Performance • Prototype CT 790-A did nOt achieve action standard of superiority versus Marlboro Box among male Marlboro 85 smokers, aged 18-24. - The prototype was rated at parity with Marlboro Box on overall acceptance. OVERALL ACCEPTANCE - X 70+ Male Marlboro Sample 80-85 Smokers Size Aged 18-24 Prototype CT 790-A 279 63.1 Marlboro Box 301 60.6 Attribute Performance Among male Marlboro 85 smokers, aged 18-24, relative to Marlboro Box, the XG FFNM 80 prototype (CT 790-A): . • Had the advantages of more smoothness and strength. • Had disadvantages of more harshness and bitter taste. In addition, Prototype CT 790-A had ideal levels of strength and tobacco taste (while Marlboro Box had less strength and tobacco taste than the ideal). The prototype and Marlboro Box both had ideal levels of mildness. MDD RECOMMENDATIONS/NEXT STEPS: XG FF NM 80 Box Prototype (CT 790-A) appears to be a good candidate for f urther development as a candidate for XG FF NM 80 Box among XG target smokers. For XG FF NM 80 Box to achieve the desired goal of superiority versus Marlboro Box among target smokers, refinement opportunities for CT 790-A are to: • Increase smoothness/reduce harshness • Provide fresher, less dry/less long lasting aftertaste • Maintain ideal mildness • Maintain ideal strength/tobacco taste ATTACHMENTS : Attachment 1: Mean Attribute Ratings Attachment 2: XG FF NM 80 Box Prototype CT 790 A Development Direction - (ETA Ratings) Attachment 3: Analytical Data for XG FF NM 80 Box Prototype CT 790-A

ATTACHMENT 1 MEAN ATTRIBUTE RATINGS AMONG MALE MARLBORO FULL FLAVOR 80-85 SMOKERS, AGED 18-24 XG FF NM 80 Box Prototype CT 790-A Marlboro Box Normative Ideal Sample Size (279) (301) % 70+ 63.1 60.6 Mean Attribute Ratings: St 4 5 * < 4 1 4 4 rong . . . Hard to Get Smoke Through Filter 3.4 * 3.3 * 3.2 h H 4 2 > 9 3 3 5 ars . . . Fresh Aftertaste 3.7 3.5 4.3 h 4 4 < 4 0 4 6 Smoot er . . . Strong Aftertaste 4.2 4.0 3.4 Tobacco Taste 4.5 * 4.2 4.7 Drying Aftertaste 4.1 4.2 3.2 Milder 4.0 * 4.0 * 4.1 Long Lasting Aftertaste 3.8 3.8 3.4 Artificial Taste 3.9 3.8 Bitt T t 3 6 > 2 3 er e as . . Rich Taste 4.6 4.5 > Points to product with significant advantage (80% confidence level) with larger number being more in agreement with attribute on left. * At ideal.

ATTACHMENT 2 XG FF NM 80 PROTOTYPE CT 790-A PRODUCT DEVELOPMENT DIRECTION ETA RATINGS XG FF NM 80 Box Prototype CT 790-A ETA Marlboro Box ETA Increase smoothness .57 Fresher aftertaste .72 Fresher aftertaste .51 Increase tobacco taste .69 Less drying aftertaste .45 Less long lasting aftertaste .65 Less long lasting aftertaste .42 Reduce harshness .64 Reduce harshness .38 Increase smoothness .63 Increase strength .60 Maintain ideal mildness .55 Less drying aftertaste .60 Maintain ideal tobacco taste .40 Less strong aftertaste .51 Maintain ideal strength .36 Maintain ideal mildness .68

ATTACHMENT 3 Date: OCT 30, 1985 ~ Requested by; TURLINGTON, BECKY (4030) Classification: CAMEL CP Test Purpose: EVALUATE NEtJ BLEND/CASING 1CT00790A CIGARETTE L/t. Gms.(Ind.) tlt. Gms.(Group) Length. mm. Cigt. Draft Circumference,mm. Firmness, 0.1 mm. .9465 .9477 79.00 127. 24.81 8.60 Filter Length,mm. 19.00 TIPPING Length Color Perf. Method C to C 23.0 CORK CENTURY COLOR NON PERFORATED .0 Air Dilution, X .0 Moisture, X 12.43 Banded Moisture, X 12.51 C-13, X 14.91 Smoke Analysis Butt Length, mm . 26.0 Puff Count 8.0 Nicotine, mg./c igt 1.08 mg./p uff .14 FTC Tar, mg./ci gt. 16.1 mg./pu ff 2.02 C0, MQ./ci9t. 15.59 CT00790 Page 1 CT00790B CT00790C .9183 .9193 79.00 124. 24.81 9.36 19.00 .9332 .9348 .00 115. 24.80 8.70 .00 23.0 .0 CORK CENTURY COLOR NON PERFORATED .0 .0 .,0 7.8 12.34 12.17 12.43 12.02 16.15 12.39 26.,.-0 26.0 7.7 8.5 1.02 1.11 .13 .13 15.6 17.5 2.03 2.06 15.18 14.65 Production Date Product Source Parts Released Parts to be frozen Quantity to be frozen Project Leader Brand Manager Division Manager C4N...UR RENCE ~.:;NOW`,i35: S{G.--.- -- - • - - D/ .TE Siv D..TC ..i