Youth and Marketing
Camel Lights Marketing Background
Abstract
Marketing strategy for Camel Lights. Reviews success of test markets. Announces plan for bold national campaign trumpeting greatest satisfaction among low tar brands. Unveils "introducing the solution" campaign with threefold message conveying solution, newness, and pack (for product identification). Discusses plans for reviewing and fine-tuning campaign. Anticipates 45/55% male/female skew. Announces plans for sample 4-packs, stating that superior taste makes trial instrumental for success. Includes many charts and graphs.
Fields
- Notes
Original document code was 4119.
- Company
- R.J. Reynolds Tobacco Co.
- Marketing Type
- Packaging
- PrintAd
- ProdDesign
- Sampling
- Billboard
- Coupon
- Direct
- Target Market
- Adults
- Female
- Men
- Young adult
- Major Subject
- Advertising and Marketing
- Brand
- Minor Subject
- Advertising and Marketing -market share
- Advertising and Marketing -media spending
- Advertising and Marketing -point-of-sale
- Advertising and Marketing -print advertisement
- Advertising and Marketing -strategy
- Advertising and Marketing -target market --adult (25+ years old)
- Advertising and Marketing -target market --young adult (18-24 years old)
- Cigarette -design --low-tar
- Cigarette -sales
- Author
- William, Esty Company Inc
- Brand
- Camel (RJR)
Document Images
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CAMEL LIGHTS
MARKETING BACKGROUND
CAMEL LIGHTS
THE CAMEL LIGHTS BRAND WAS INTRODUCED IN THE FOLLOWING
TEST DIVISIONS ON SEPTEMBER 26, 1977:
DALLAS KANSAS CITY
FT. WORTH DES MOINES
AMARILLO SPRINGFIELD, MO
SUBSEQUENT TO SUCCESSFUL'TEST MARKETING, THE BRAND
IS CURRENTLY EXPECTED TO BE INTRODUCED NATIONALLY
DURING THE FIRST HALF 19781
THE CAMEL LIGHTS TEST OBJECTIVES ARE STATED BELOW:
1. DETERMINE THE VIABILITY OF THE NATIONAL INTRODUCTION
OF THE BRANDS
2. DETERMINE THE BUSINESS EFFECT CAMEL LIGHTS HAS ON
CAMEL REGULAR/CAMEL FILTER,
3. UTILIZE SPENDING LEVEL TEST (I.E $31MM PLAN
VS, $19MM PLAN) TO DETERMINE OPTIONAL SPENDING
LEVEL.
4. UTILIZE TEST EXPERIENCE TO IMPROVE AND REFINE
NATIONAL MARKETING PLANI
THE CAMEL LIGHTS BUSINESS OBJECTIVES ARE STATED BELOW:
1, 50M - ACHIEVE .5% SOM (.3% NET) IN 1978.
2. VOLUME - ACHIEVE VOLUME OF 3.2 BILLION UNITS,'
THE ABOVE BUSINESS OBJECTIVES PERMIT THE CAMEL BRAND
TO ACHIEVE A 1.6% VOLUME INCREASE (6,5% DECLINE
WITHOUT CAMEL LIGHTS) AND HOLD SOM AT 4,0% (.3%
SOM DECLINE WITHOUT CAMEL LIGHTS),
1978 SOM/VOLUME OBJECTIVES
INCLUDING CAMEL LIGHTS
~ (BILLION UNITS)
VOLUME % CHANGE
ys, 1977
CAMEL REGULAR 2.7% 16.2 -8.7%
CAMEL FILTER ,8 5,3 -18.5
CAMEL LI GHTS .5 12
3 +100
TOTAL 4,0 -
-
24.7 +1,6
CAMEL LIGHTS
1978 GOPY PLAN
CAMEL LIGHTS
1978 COPY PLAN
OBJECTIVES
ASSIST THE BRAND IN ACHIEVING THE FOLLOWING ADVERTISING
AND PROMOTIONAL OBJECTIVES:
12 WEEKS YEAR I
1. ADVERTISING AWARENESS 37% y4/'0'
2. BRAND AWARENESS 55% 65%
3. 4-WEEK TRIAL RATE 2C'/YO 25%
4, 4-WEEK PURCHASE RATE 8% 12%
STRATEGY
EMPLOY A STRATEGY WHICH WILL:
1. BOLDLY ANNOUNCE THE INTRODUCTION OF THE BRAND
AS A NEW LOW 'TAR' ENTRY.
FOCUS COMMUNICATION ON THE BRAND'S UNIQUE
REASON FOR BEING:
A. PROVIDES THE GREATEST SATISFACTION OF ALL
LOW 'TAR' BRANDS.
B. DELIVERS THE TASTE/SMOKING.SATISFACTION
EQU I TY THAT THE CAMEL NAME STANDS FOR I N
A LOW 'TAR'I
3. COMMUNICATE THE QUALITY, PRESTIGE, AND
MODERNITY OF THE BRAND,
4, GENERATE APPEAL AND MOTIVATION AMONG ALL
SMOKERS$
IAcT1Ss
.
STRATEGIES WILL BE EXECUTED BY:
1. INITIALLY UTILIZING THE "INTRODUCING THE
SOLUTION"- PRINT THEME SPREAD FOR MAXIMUM
BRAND/ADVERTISING AWARENESS AND IMPACT,
2. GIVING EMPHASIS TO ALL THREE CRUCIAL ELEMENTS
OF THE CAMPAIGN:
A. PRODUCT BENEFIT
B. NEWNESS
C. PACK/PRODUCT IDENTIFICATION
HT I L I Z I NG THE "NEW CAMEL LI GHTS" TREATMENT I N
OOH TO PROVIDE FOR RAPID AWARENESS,
RATIONALE
RATIONALE-CAN BE STATED AS:
1. "SATISFACTION" THEME - SATISFACTION IN A LOW
'TAR' BEST COMMUNICATES THE PRODUCT BENEFIT
AND ADDRESSES THE PRIME NEED OF CURRENT
DISSATISFIED NFF SMOKERS (POTENTIAL HI-FI)
AND Hi-Fi SMOKERS, AS IDENTIFIED IN PRE- -°
TESTING. THESE TWO GROUPS HAVE BEEN IDENTI-
FIED AS REPRESENTING THE MAIN SOURCE OF BOTH
SHORT AND LONG-TERM VOLUME POTENTIAL.
2, CAMEL IDENTIFICATION - STRONG IDENTIFICATION
WITH THE "CAMEL" NAME IS CONSIDERED THE MOST
EFFECTIVE MEANS OF TAPPING THE PRECONCEIVED
CONSUMER PERCEPTIONS OF FLAVOR/SATISFACTION
PRODUCT BENEFIT, NOW BROUGHT TO A LOW 'TAR'
CIGARETTE1
MNEMONIC GRAPHICS - USE OF THE MNEMONIC VISUAL
IMAGERY BEST SYMBOLIZES AND IDENTIFIES THE
PRODUCT/PROPOSITION IN THE BOLDEST, MOST
MEMORABLE, AND QUIKEST MANNER.
4, BROAD COPY APPEAL - A BROAD COPY APPEAL APPROACH
IS CONSISTENT WITH THE MARKETING OBJECTIVES
OF A WIDE DEMOGRAOHIC AND PSYCHOGRAPHIC POSITIONING
FOR THE TEST MARKET@
POOLING POLICY
POLICY - AFTER THE INITIAL "INTRODUCING THE
SOLUTION" SPREAD BURST, A THREE-PRINT SUBJECT
POOL ROTATION WILL BE APPLIED FOR THE INTRODUCTORY
PERIOD:
SUBJECT EMPHASIS EFFECT
1. "SOLUTION-" PRODUCT BENEFIT TAP THE CONSUMER'NEED
(50%) FOR FLAVOR/SATISFACTION
2.
"NEW"
NEWNESS IN A LOW 'TAR',
ANNOUNCEMENT VALUE,
(25%) CLEARLY DISTINGUISHING
.
PACK"
RODUCT IDENTI- THE BRAND FROM ALL OTHER
LOW 'TAR' BRANDS AND
EXISTING CAMEL BRAND
STYLES
CLEAR IDENTIFICATION FOR
(25%) FICATION EASE OF PURCHASE.
SUBJECT ROTATION
ALL PRINT SUBJECTS WILL BE ROTATED T0:
1. ENSURE AN EQUAL COMMUNICATION BALANCE OF ALL
FACETS OF THE INTRODUCTORY CAMPAIGNI
2. PROVIDE VARIETY FOR MAINTAINING HIGH INTEREST
AND AWARENESS LEVELS, THEREFORE, COMBATTING
WEAR=OUT POSSIBILITIES,
om
"NEW CAMEL LIGHTS" SUBJECT WILL BE UTILIZED IN OOH
DURING THE INTRODUCTORY PERIOD:
1. To PROVIDE HIGH INITIAL IMPACT VALUE FOR
ANNOUNC I NG "NEW",
2. COMMUNICATION CAPABILITY OF MEDIUM IS BEST
SUITED TO SIMPLE AMMOUNCEMENT TYPE MESSAGE OF
"NEW" (VERSUS PRODUCT BENEFIT EDUCATION)l
3. TO ACT AS A REMINDER AND REINFORCEMENT OF THE
PRINT CAMPAIGN.
CREATIVE TESTING
1, FINE TUNING
FIELD STUDIES WILL BE CONSTANTLY MONITORED IN
THE TEST AREAS, TO ESTABLISH EFFECTIVENESS OF
THE CAMPAIGN AND PERMIT ANY NECESSARY REVISIONS
FOR NATIONAL EXPANSION,
SUSTAINING
SUSTAINING CAMPAIGNS WILL BE DEVELOPED AND
TESTED FOR APPLICATION AFTER THE BRAND'S
INTRODUCTORY PHASE,
THE CAMPAIGN WILL ESTABLISH A PRODUCT AND USER
IMAGERY, CONSISTENT WITH TEST MARKET FINDINGS
AND WITH THE BRAND'S LONG-TERM MARKETING
GOALS.
3, PACK PIGGYBACKING
ESTABLISH EFFECTS OF PORTRAYING DUAL/TRIPLE
BRAND STYLE PACKS IN SINGLE BRAND STYLE ADVER-
TISING (IN CONJUNCTION WITH CAMEL FILTERS/
REGULAR TESTS).
4, flON-ViODEL CREAT I VE
DEVELOP GUIDELINES AND A CREATIVE APPROACH
FOR EXECUTING CAMEL LIGHTS STRATEGIES WITHOUT
THE BENEFITS OF MODELS IN THE ADVERTISING, IN
ANTICIPATION OF LEGISLATIVE RESTRICTIONS.
