Study, A Qualitative Exploration of New Campaigns for Triumph Cigarettes, conducted by Decisions Center Inc, for Lorillard. Indicates reason for study is to get feedback on new strategies developed for Triumph cigarettes. States respondents are male and female smokers ages 21-29, 30-55. Lists reactions to various campaigns. Finds that Triumph is an unfamiliar brand, due to advertising, and thus does not convey a clearly defined brand image. States that consumers view the concept of "low tar" with new brands, and that rejection of the brand is because it is "unknown." Mentions humorous campaigns are liked and cartoons are liked as long as they are not child-like. Includes questionnaire in the appendix.
Original document code was 2360.
- Lorillard Inc.
- Minor Subject
- Advertising and Marketing -advertising copy
- Advertising and Marketing -research --focus group
- Advertising and Marketing -research --questionnaire
- Advertising and Marketing -strategy
- Advertising and Marketing -target market --young adult (18-24 years old)
- Brand -image
- Cigarette -advertising and marketing
- Cigarette -design --low-tar
- Marketing Type
- Decisions, Center Inc
- Major Subject
- Advertising and Marketing
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DECISIONS MARKETING RESEARCH
205 LEXINGTON AVENUE
CENTER~ NEW YORK, NY. 10016
A QUALITATIVE EXPLORATION
OF NEW CAMPAIGNS FOR
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TABLE OF CONTENTS
II. MANAGEMENT SUMMARY:
An Overview 3
Reactions to the Campaigns:
"Triumph Over Life's Little Disasters"
"Talking Cigarettes" 7
"Big on Taste, Low on Tar" 9
"More Umph" 10
III. TECHNICAL APPENDIX:
Moderator's Discussion Guide
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BACKGROUND AND METHOD
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These groups were conducted in order to get qualitative insights into
several new strategies that have been developed for Triumph cigarettes.
Three out of the four campaigns represent a dramatic departure from
both current Triumph advertising and cigarette advertising in general.
They are humorous and lend themselves well to an "on-going
series" approach in terms of execution. Two of the strategies utilize
cartoon drawings and reactions to both the overall tone of the ads and
the cartoon executions were of interest.
Four focus groups were held in Ridgewood, New Jersey during August,
All participants smoked at least 10 cigarettes per day and the brands
they smoked were varied. One-third smoked low-fi but were low tar prone,
one-third smoked low-tar, and one-third very low-tar. Additional speci-
- Two groups were conducted among females.
-- one among 30-55 year olds who work full-time
-- one among 21-29 year olds both working and non-
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~r Awareness of and familiarity with Triumph is quite low., with
most respondents not having heard of the brand.
Similarly, awareness of current advertising for the brand is also
extremely low. Virtually no one could recall the campaign and re-
cognition of it once they saw it (in the group session) was not
Thus, in the consumer marketplace Triumph does not have a clearly
defined brand image within the context of this qualitative researcFi.
- It is thought to be low tar merely because it is knownto be
a new brand which, in the minds of consumers, is synonymous
with "low tar."
While its troubled status is we11- known to Lorillard, it'is
just a fairly new brand with little or no identity or image
in the marketplace.
While consumers say they do not know many people who smoke the
brand and a few who tried it may have rejected it (based on
taste), the brand itself is not thought of as "a loser" -- at
least, based upon the people we spoke with -- it is merely an
The general reaction to the concept of a humorous campaign seemed to
be strongly welcomed by all.
- It is felt to be distinctive for the category.
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- None found it offensive nor incongruent with smoking -- in
fact, it is a welcome relief.
This was true of the idea cartoon executions as well -- as long as
the cartoon was not child-like in manner.
- This was felt to be insulting to the adult mentality and some
concern existed over the ad's possibly being found appealing to
children. (Something no one favors.)
With the exception of the "More Umph" campaign, all three approaches
seem to have some appeal, but each has some (minor) problems as well.
The two with the strongest appeal are "Triumph over life's
little disasters" and "Talking cigarettes" -- each of these,
however, has its little challenge or limitation.
- Big on Taste, Low on Tar was considerably improved when the
rendering of the cigarette pack was changed from a cartoon to
an actual photo.
Tar level expectations for the brand were low tar but not very low
tar -- somewhere in the 8 to 11 mg range. -
Similarly, taste/flavor expectations were fairly strong, somewhat
like Merits or Benson & Hedges lights. Few if any expected the low
taste/no taste level of Carlton or Now.
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Finally, there seems to be somewhat af a paradox in the marketplace
regarding the low tar and taste level issue. While everyone says
a very low tar cigarette with a full flavor is what they would
love, the reality (as approached by Barclay), however, is met with
skepticism and concern.
- A truly strong taste in an extremely low tar cigarette
seems incongruent and may raise questions over what
additives are added to increase the taste level.
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REACTI'ONS TO THE CAMPAIGNS
"Triumph Over Life's Little Disasters"
This campaign and the various executions shown to consumers received
the most intense and broadest acclaim by our participants. Nearly
everyone found it distinctive, very amusing and eye-catching.
- The situations depicted were funny and easily identified
-- Some found the royal wedding picture confusing, not
realizing that she was dismayed by having her veil
lifted rather than by having just been married.
While virtually everyone stated that these ads would "stop them" in
a magazine and that they would read it and look at the pictures,
there is some difficulty in connecting the brand with this apptoach.
o The modifications made for the second set of groups seemed to be a
step in the right direction.
- The connection to both a cigarette and the brand in
particular was more clearly made than originally.
It may, however, take including a visual of the brand in the
context of the picture itself (showing "a little disaster")
and/or visually connecting the headline word "TRIUMPH" with
the brand since few understand the use of the brand name in
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The concept of smoking to calm oneself down following a little
disaster is both relevant and fittin§ with when consumers smoke.
This makes the core idea behind this campaign quite meaningful
and well-suited to a cigarette.
Further, the concept of this being an on-going series could help
to increase interest in the ads and even lead to anticipation of
"what the next little disaster will be."
- If the registration of the brand name can be clearly made,
this could only be a real plus for brand awareness levels.
The black and white were quite effective and evoked strongly favor-
- Due to the nostalgic tone of these pictures, the perception
of the brand was of a stronger flavor cigarette, as a result
of associations back in time when "cigarettes tasted good:"
o Finally, this, of all the campaigns, seems to have the broadest
appeal, being favored by men and women of (seemingly) all ages and
by both middle and somewhat downscale consumers.
This campaign, like the previous one, was well-liked by most. It
was found to be distinctive (extremely so), and clever.
It is possible that this campaign could skew somewhat upscale in its
appeal. It seems, to some, like a"New Yorker" cartoon, which is a
sophisticated and pleasant association.