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FISCHERI FINEMAN Y ASOCIADOS, C.A. VICEROY LATIN AMERICAN CAMPAIBN October 1986 Miami9 October 6th. 19~6

A, BI VICEROY FOLLOW-UP REGIONAL CAMPAIGN INFORMATION GIVEN TO THE USER MARKETS: BRAND POSITIONNLNG VICEROY SHOULD CONTINUE TO APPEAL TO YOUNG ADULT MEN AND WOMEN (21 TO 3S YEARS OF AGE), IN MIDDLE TO UPPER S,E, GROUPS THROUGH AN INTERNATIONAL, COSMOPOLITAN FEELING AND IMAGE, THE VICEROY MAN SHOULD CONTINUE TO BE INVOLVED IN SUCCESSFUL ACTIVITIES AND GROUP INTER-ACTION, THE GIRL HE MEETS MUST BE BEAUTIFUL AND ABLE TO SHARE HIS LIFE STYLE, THE CHANCE ENCOUNTERS SHOULD ENHANCE HIS WINNING STYLE, THE EXISTING MUSIC AND JINGLE SHOULD CONTINUE TO BE A KEY ELEMENT OF THE CAMPAIGN, SPECIAL POINTS TO CONSIDEL - KEEP THE VICEROY MANIS AGE ASPIRATIONAL IN VIEW OF OUR TARGET CONSUMERS, AVOID GETTING IT TOO CLOSE TO MIDDLE AGE (OVER-30), - THE ACTIVITIES DEPICTED IN THE COMMERCIALS SHOULD DE KEPT DYNAMIC, PERHAPS MORE SO THAN "MOVIE PRODUCER", - THE LOCATIONS SHOULD BE MORE SKEWED TO THE OPEN AND CASUAL, - WE MUST BE CAREFUL TO AVOID PRGPS WHICH MIGHT BE PERCEIVED AS BEING TOO OPULENT, (IE, PRIVATE JETS), - THE NATIONALITY OF THE VICEROY MAN SHOULD PERHAPS BE SEEN AS MORE ANGLO THAN LATIN, BUT NOT NECESSARILY AMERICAN. INFORMATION RECEIVED FROM USER MARKETS: PANAMA I. AGREES WITH BASIC POSITIONING BUT REQUESTS: ACTIVITIES AT LEAST AS DYNAMIC AS "BOAT DESIGNER". SUCCESSFUL ACTIVITIES WHICH ARE TOTALLY COMPREHENSIBLE~ NOT AS IN THE CASE OF "MOVIE PRODUCER"! .,2 6708648B0

~ i0-03-86 ~ICEROY FOLLOW-UP CAMPAIGN AGE TWO 2, REGARDING SPECIAL POINTS, COMMENTS: HAS NO RESERVATIONS ABOUT FORMAL SET-UPS, (As OPPOSED TO OPEN AND CASUAL), HAS NO PROBLEMS WITH LUXURIOUS PROPS, PROVIDED THEY HELP TO ESTABLISH HIS SUCCESS, VET DO NOT PREVENT HIM FROM INTEGRATING WITH NORMAL PEOPLE, 3, ADDS ANOTHER SPECIAL REQUEST THAT MUSIC BE MORE UP-BEAT TO MATCH THE DYNAMISM SOUGHT, TAKING INTO ACCOUNT THEIR FREQUENT USE OF MUSIC FOR SPORTS SPONSORSHIP EVENTS, CHILE i. AGREES WITH BASIC POSITIONING BUT REQUESTS; NOT TO OVEREMPHASIZE THE VICEROY MAN'S SUCCESS~ WINNING STYLE BUT TO SHOW HIM INTERACTING WELL WITH OTHER PERSONS. 2. HAS NO ADDITIONAL COMMENTS REGARDING SPECIAL POINTS, 3, MAKES "I'WO ADDITIONAL SPECIFIC REQUESTS: TO MAKE THE MUSIC THEME MORE "INTERNATIONAL" AS THE PRESENT ONE IS "To0 LATIN" (I.E. THE SORT OF MUSICAL THEME ENTERED IN LATIN AMERICAN MUSIC FESTIVAL. MAKE SURE THAT THE MODELS USED HAVE NOT BEEN FEATURED IN OTHER COMMERCIALS IN THE AREA, SO AS NOT TO DISCREDIT THEIR "INTERNATIONALITY". EL SALVADOR i. AGREES WITH BASIC POSITIONING BUT REQUESTS: MORE MEMORABLE SITUATIONS AS THE PRESENT ONES HAVE HAD LOW RECALL AMONG CONSUMERS. MAKE THE FEMALE MODEL NOT ONLY BEAUTIFUL, BUT PROJECTING A FORCEFUL CHARACTER IN LINE WITH THE MAN, MORE EXCITING SITUATIONS, ASPIRATIONS BUT WITHIN REACH, 2, REGARDING SPECIAL POINTS, COMMENTS: NATIONALITY OF MAN SHOULD NOT NECESSARILY BE MORE ANGLO, BUT MORE "NEUTRAL" INTERNATIONAL. 670B6485t , .3

'i0-03-86 VICEROY FOLLOW-UP CAMPAIGN, PAGE THREE COSTA RICA 1, AGREES WITH BASIC POSITIONING, 2, REGARDING SPECIAL POINTS, COMMENTS: AGE OF MEN IN PRESENT COMMERCIALS IS RIGHT, AVOID MAKING IT TOO YOUNG, ACTIVITIES-LOCATIONS SHOULD BE DYNAMIC, YET DEPICTING STYLE AND SOPHISTICATION, HAS NO PROBLEMS WITH LUXURIOUS PROPS AS LONG AS THEY ARE NOT UNECEGSARILY SO, 3, MAKE ADDITIONAL REQUEST WHICH PREVENTS THEM PROM DEPICTING "PROFESSIONAL" WORKING SCENES, GUATEMALA 1, AGREES WITH BASIC POSITIONING BUT REQUESTS: MORE CLARITY IN DEVELOPMENT OF ENCOUNTERS, 2, AGREES WITH SPECIAL POINTS, 3, SUGGESTS THAT THE MUSIC BE MORE "INTERNATIONAL" THAN THE PRESENT ONE, WW-DR 70864852