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, New Brands and Strategic. Research Report W& TO: Mr. J. M. Cranford n~~ ~ No. T ~~~ ± r__. ~ : ~ _j 91 FROM: Ms. I4. A. Albert PROJECT YW CONCEPT/PRODUCT QUALITATIVE RESEARCH COPIES TO: Mr. L. W. Hall, Jr. Mr. E. J. Fackelman Ms. M. H. Parham Mr. J. D. Weber Mr. J. A. Herberger YW Fact Book MDIC PUBLISHED BY THE MARKETING DEVELOPMENT DEPARTMENT R.J. REYNOLDS TOBACCO COMPANY, WINSTON--SALEM, N.C. 27102 'frca tl;;n -

PROJECT YW CONCEPT/PRODUCT QUALTTATIVE RESEARCH EXECUTIVE BUMMARY r.rr~r. r rr...r. (MDD 085-42621) PURPOSE: This document reports findings of the Concept/Product Qualitative Research for Project YW in Phoenix on December 4-5, 1985. BACKGROUND: Project YW wili be a new cigarette brand with both product and imagery positioned to compete aggressively for the younger adult female smoker. Strategic opportunities have been developed the week of November 18, with Brand, Agency and MDD participation. A wide variety of strategic concept areas were identified and developed based on in-house and Agency research data. Agency put some of the concepts into comp form (scrap, renderings, etc.) and others were written into strategic white card concepts). OBJECTIVE: The purpose of this research is for an initial exploration of younger adult female reactions to several advertising concepts and to actual products. METHODOLOGY: A series of six focus groups and five one-on-one depth interviews were conducted in Phoenix on November 4-5, 1985. All respondents were 18-24 year old female smokers, with all groups skewing 18-?0. Mr. Jerry Bell of Nicholas Research International moderated. The following azeas were explored: • Reaction to rough advertising executions/strategic positionings. • Reaction to strategic positioning white card cvncept statements. • Reaction to several products to assist in initial product screening. Cautionary Note: Interpretation of learning from qualitative research is subjective. Therefore, the hypotheoes generated by this study should be considered definitive and are not projectable. SUMMARY OF LEARNING/HYPOTHESES GENERATED: •"Little Probleras" and "Peer Group -- Umbrella" appeared to be the most positively received concepts because respondents tended to identify with the situations which appeared to be seen as realistic and humorous.

The "Little Problems" concepts appeared to be rich and seemed to have a strong link with smoking, as it seems natural to smoke when "little problems" (e.g., flat tire, run in stockings or late for work) occur. The "Peer Group -- Umbrella" concept seemed realistic as respondents could see -,hemselves sharing the umbrella and sharing cigarettes. Both concepts could be seen as generic since the situation could be applicable to a,nr cigarette; this problem is being addressed in the ad/concept refinement stage. • Reaction to the "Decisiou" concept seemed to be positive primarily because respondents reacted very favorably to the headline "As long as it's your decision, it's right". The visual seemed to project images of a confident, independent career woman and reminded some of the Virginia Slims woman. As executed, many respondents did not appear to understand the situation that the female model had just broken off her relationship with the male model. • Respondents related well to the "Facets" cets" concept, in that all people have moods and cannot be the same all the time. As executed, the board tended to be negatively received due to the masculine image generated from the motorcycle. • The "Nostalgia".execution generated mixed reactions. The Black and White executional tactic seemed to produce a romantic, Adventurous, mysterious mood. The picture of the woman alone seemed to produce perhaps a too sophiflticated, high class, snobby image. The copyline "There's still a place where men are men, women are women, and pleasure is everything" was very well received. • The Gentle Control - "Tara" Man in Ad execution also generated mixed reactions. The execution seemed to be seen as being different and generated a romantic and somewhat seductive image; some respondents thought that it would be nice if the ad could happen (e.g., fantasy). The woman in the board appeared to be seen as being in control of the situation and was a daring, romantic, warm, and caring person. However, many respondents read the situation as being a dangerous/foolhearty situation. • Generally, respondents did not react favorably to the "Real World" Women Cops board as it seemed to suggest a too tough and strong and somewhat masculine woman. The "Welcome to the Real World" headline, however, seemed to be a rich area as it related to thcir own little experiences and the concept was evolved into the "Little Problems" conceptual area for Project YW. • The "Outrageous" concept and execution did not seem to be appealing as it seemed to project images of people doing something too unrealistic and irresponsible to get attention. The outrageous concept may be best utilized as an overlay to other executions for Project YW.

• Reactions to "My Time" Board seemed to be mixed -- some respondents found it appealing while others did not. There also seemed to be mixed reaction n® to whether a private moment could (or could not) occur in a public place. Although smoking with a friend seemed to be an enjoyable situation, it is a generic situation for smoking in general. The "My Time" concept seemed to be seen as "corny" and seemed to suggest product images like B&H Deluxe Ultra Lights, MORE, or Virginia Slims. • The "Little Victories" Freeway_ execution was not well received as it appeared to be confusing, too busy, Pnd borinA. Furthermore, the concept did not seem to relate to cigarette smoking. • The "Forest Ran•er" execution did not appeal to respondents as smoking seemed to be ia conflict with the "forest" situation. • Generally, respondents seemed to like the picture in the "White Horse" execution and seemed to like the idea of being free. However, the execution appeared to be more relevant to perfume or feminine hygiene products. In addition, the copy line tended to be seen as too "flowery", sounding like a perfume ad. • Of alternative names explored, Savoy and Ambers appeared to have the strongest overall performance. Panama, RJ's, Rumors, and Trumps were also well received. • Of all products qualitatively explored, the Phoenix 100 prototype with 9.5 mg. tar appeared to be the most positively received, followed by the "Combination" FFLT product. NEXT STEPS: Follow-up qualitative research wan conducted on December 11-12, 1985 in Phoenix to explore: • Which concepts were best recalled and most appealing one week later. • Reactions to new and refined concept areas. . w co w

DETAILED FINDINGS: A brief summary of the key areas of consistent perceptions for each white card concept and ad reviewed follows: • Little Victories "Fortuna" LA Freeway Generally, respondents did not appear to react favorably to the "Little Victories" board as it appeared to be confusing--it seemed that many could not understand the connection between the top and bottom of the visual execution. It also appeared that the board was too busy and uninteresting/ boring. And, respondents seemed to be unable to associate the "Little Victories" board with cigarettes. On the positive side, several respon- dents could relate to being in a good mood and having a positive attitude like the model's attitude. User imagery generated seemed to be preppie, happy, sociable, easy going people. Although respondents tended to react favorably to the "Little Victories" concept statement, the statement seemed to depict a more sophisticated woman, like a MORE or Virginia Slims woman, who is not like the respondents. • Fecets "Moonlight"/"Facete" Motorcycle Reactions to the "Facets" board seemed to be generally negative. The ad seemed to be perceived negatively due to the too masculine image generated from the specific props--the motorcycle--in the execution. Some respon- dents, however, seemed to like the idea of depicting both the work/ professional and play/wild/crazy sides of people. The board seemed to generate user imagery of people having a good time, aged about 20-30. Respondents seemed positively disposed to the concept statement, as they could relate to it. However, the concept statement was generic in that all people have moods and cannot be the same all the time. It could relate to anyone--themselves, men or women, younger or older people. The statement did not seem to be linked to smoking. • Decision "Ticket" Although reaction to the "Decision" Board seemed to be mixed (positive and negative), respondents appeared to react very positively to the headline: "As long as it's your decision, it's right". The line seemed to relate to respondents taking charge of their own life, making their own decisions, doing what they want to do. Many of the respondents did not appear to understand the situation that the female model had just dumped the male model in the ad and was walking away. Some respondents did not notice the male in the picture for a long time, and, to some, the male model appeared to be too depressed. The ad seemed to depict a very independent, confident, p,-~rhaps overly- confident, career woman about 18-25 years old who was outgoing and reminded some respondents of the Virginia Slims woman.

Generally, the concept statement appeared to be well received. Similar to responses to the headline in the "Decision" board, the final line in the concept statement, "as long as it's my decision, it's a good decision" seemed to be the key to the concept. Generally, respondents seemed to be able to relate to the concept that everyone has the right to make their own decisions and choices. The concept seemed to project a confident, indepen- dent woman of any age who is making decisions. Product images seemed to be of a long, feminine, elegant, sophisticated cigarette which was similar to Benson & Hedges or Virginia Slims. • OutraReous "Esprit" Ice Water Swimmin Generally, reaction to the "Outrageous" board appeared to be negative. The situation in the execution seemed to be seen as too unrealistic, stupid and as irresponsible. F'urthermore, the execution did not seem to relate to cigarettes. The execution did project images of a person who does what she wants to do and who tries to get attention. The "Outrageous" concept statement also did not seem to be appealing. It seemed to project user images of a younger person doing "anything" to try to get attention. To some, the statement seemed ti project images of a different cigarette (e.g., clove). • Peer Group "RJ's" Umbrella In general, the "Peer Group" board seemed to be very appealing. It tended to be seen as cute and humorous. Respondents seemed to be able to identify with tne execution, as the situation was a realistic one that they could see themselves doing--sharing the umbrella and sharing cigarettes. A problem with this board, however, was that it is generic in *.he sense that it could be applicable to any cigarette brand. To some respondents, the situation seemed to be confusing. Some could not figure out who asked the question in the headline: "Aren't these the same friends who teased you for going back to get the umbrella?" The board seemed to project images of younger adult college aged, fun, outgoing, happy people--like people the respondents know. The "Peer Group" concept statement seemed to be appealing to respondents, as it seemed to relate to their own friends who tend to be true friends and who bum cigarettes from each other. Respondents seemed to relate to having good times with and sharing a lot with friends. The concept statement, however, did not seem to have depth. • Mythic Feminine Expression "Morgan" Forest Ranger The "Forest Ranger" board was not appealing to the respondents, as cigarette smoking did not seem to apply to the situation. Nature, clean, out in the open territory, and a forest ranger seemed to conflict with people smoking (in the forest). Respondents did not seem to elicit the concept of nurturance from this board. The execution seemed to depict an outdoorsy person, aged about 20-30. -2-

•~"Mv Time "Niche" Cafe Reactions to the "My Time" board seemed to be mixed with some respondents finding it appealing, while others did not. There also seemed to be mixed reaction as to whether a private moment could (or could not) happen in a public place, The situation of relaxing, having a conversation with a friend seemed to be an enjoyable situation and to fit very well with having a cigarette. However, the situation is generic for cigarettes, in that the models could be smoking a" cigarette. Furthermore, the models seemed to be perceived as being anyone or everyone--students, housewives, career women, young as well as old. The "MY Time" concept statement was negatively received as it seemed to be seen as."corny" since people like to smoke anytime. The concept seemed to produce user images of a casual person aged about 25-30 who does not smoke very much or who smokes when they are alone. Product images seemed to be like B&H Deluxe Ultra Lights, MORE or Virginia Slims. • Freedom "Dawn"/"Laurel" White Horse Generally, respondents seemed to like the picture in the "White Horse" .,Aard. They seemed to like the idea of being free and riding a horse. However, the execution did not appear to be an ad for cigarettes, but rather as advertising perfume or feminine hygiene products. In addition, the copy line, "Inside every woman there is a secret soul that longs to run free" tended to be perceived as too "flowery" and sounded like perfume copy. The execution seemed to depict a variety of user images. It seemed to project a woman who does what she wants to do, is independent; who is carefree, loving and understanding; who is a mature woman who has already made it; or who is a woman with a rich husband. • Real World "Blazer" Women Cops Generally, respondents did not seem to reect favorably to the "Real World" board. I*t seemed that the picture was boring (rather than an action shot) and did not appear to fit with the headline "Welcome to the real world". And, respodnents did not understand the humor in the execution. The headline seemed to suggest that you have to be tough, strong and somewhat masculine to make it in the real world. Respondents generally seemed to like the headline, however, a: it is a phrase that they have heard from their parents and could relate it to their own experiences (e.g., getting tired from a job or working and paying taxes). Perhaps, these types of experiences could be evolved into another strategic area for Project YW. • Nostalgia "Largo" Woman Alone Both Nostalgia executions received mixed reactions. The Black and White effect used in the "Nostalgia" boards was seen as different and seemed to produce a romantic, adventurous, mysterious mood. The picture of the woman alone seemed to produce images of an independent woman, aged about 25 to ~ 40, who knows what she wants. The woman also seemed to produce images of being seductive and in control. However, this woman appeared to be seen as perhaps too sophisticated, elegant, and classy and as snobbish, like the MORE woman. -3-

The picture of the men and women together seemed to produce an iMaRe of people having a good time; however, some respondents thought the execution was Loo busy and others could not tell what was occurring in the ad. The copy line, "There's still a place where men are wen, women are women, and pleasure is everything", was generally liked and seemed to be believ- able. The alternative copy line, "There's still a way that just a woman's glance and the way she holds her cigarette says everything there is to say", seemed to be flowery, with a nice sound, but without meaning. The conceRt statement seemed to elicit romantic connotations. • Gentle Contral "Tara" Man In Ad The "Man In Ad" board seemed to be seen as either very appealing or very unappealing to respondents. The execution was seen as different and generated a very romantic and somewhat seductive imaRe. And, to some, it was seen as a fantasy or as part of a Harlequin romance--some thought that it would be nice if the ad would happcn and one respondent even said that it would be a "chance in a million" and "love at first sight" if the man came to the door. Some seemed to like the idea of lighting the man's cigarette, while others couldn't imagine lighting a cigarette for a man at the door. The "woman" in the ad appeared to be seen as being In control of the situation, was going to take care of the guy, and seemed to produce images of a daring, romantic, kind, warm and caring person. On the other hand, many respondents saw opening the door to a strange man as a dangerous/foolhearty situation. The concept statement, as written, seemed to be perceived negatively as the person was perceived as selfish and manipulative. • "Little Problems" Concept Statement The "Little Problems" concept statement, as well as rough sketches (flat tire, typewriter, girl in curlers) generated very positive appeal. Respondents tended to identify with the situations, and seemed to tbink that the sketches were humorous and cute. When situations like these occur, it is a natural occasion to reach for a ciRarette--when everythinR goes wrong, it's OK, as long as I have my cigarettes. The cigarette associated with this concept seemed to be dependable and comfortable. However, the concept s-emed tn be generic as any cigarette could be smoked when "Little Problems" occur. The person associated with this concept seemed to be average, easy going, laid back, about 18 to 30 years old.

0 PRODUCTS: Reaction to the following products was explored to assist in initial product screening for Project YW: A: AU Blend F: Phoenix 100 Prototype (9.5mg) B: Nova Lime (White Tipping) G: Phoenix 100 Protytype (R.5mR) C: Combination FF H: Phoenix 100 Prototype (8.5mg) White Tippi:iq D: Combination FFLT I: Ammoniated Fluecured Prototype FF E: WINSTON Lights Box J: Ciste Flavor FFLT (Piney Flavor) Of these products, the Phoenix 100 Prototype with 9.5mg tar (F) appeared to be the most positively received, followed by the Combination FFLT product (D). The Ciste Flavor FFLT prototype (J) was not well received; respondents seemed to recognize an aroma in the room--like incense or a Christmas smell. NAMES: Overall reaction to the following names was explored to assist in alternative name selection for Project YW. Ambers Jacks Smokey Blues Bad Betty Jazz Sundance Bluefield Largo Talledega Blue Ridge Miami Tango Carolina , Panama Tara Cory D RJ's Ticket Domino Rumour(s) Trio Horizon Savoy Trumps Of these alternative names, Savoy and Ambers appeared to have the greatest overall performance. Panama, RJ's, Rumour(s), and Trumps were also well received. Attachments Attachment 1: Concepts/Boards Explored Attachment 2: Concept Boards Attachment 3: Concept Statementq

t Aspirational Real World Blazer Simpler Times Nostalgia Character Largo Place Tango/Speak Easy Gentle Control/Nurturer Tara ATTACHMENT 1 Concepts/Boards Explored Strategic Area Conceptual Area Brand Name Feel about self Little Victories Fortuna Facets Moonlight/Facets Decision Ticket Feminine Expression Outrageous Esprit Peer Group RJ's Mythic--Nurturing Morgan Forest Feminine Aspiration More time/My time Niche Freedom/Romantic Fantasy Laurel/Dawn