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Youth and Marketing

A Qualitative Exploration of New Campaigns for Triumph Cigarettes

Date: Aug 1981
Length: 24 pages
89828375-89828398
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Abstract

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.

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Notes

Original document code was 2360.

Company
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
PrintAd
Author
Decisions, Center Inc
Major Subject
Advertising and Marketing
Cigarette
Brand
Triumph

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Page 1: njt70e00
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TABLE OF CONTENTS Page No. I. INTRODUCTION: Background 1 Method T II. MANAGEMENT SUMMARY: An Overview 3 Reactions to the Campaigns: "Triumph Over Life's Little Disasters" 6 "Talking Cigarettes" 7 "Big on Taste, Low on Tar" 9 "More Umph" 10 III. TECHNICAL APPENDIX: Moderator's Discussion Guide
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~- Y`rS'si ;>t, INTRODUCTION: BACKGROUND AND METHOD
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~ii .N~~:d: yt.'.:'S~ t~ t i. i`i~i~:.3~}~3"' .....i:~a.,.................~.,. s..~lfas:&:s~Lliuarsi _ ~i. INTRODUCTION BACKGROUND 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. METHOD Four focus groups were held in Ridgewood, New Jersey during August, 1981. 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- fications included: 0 - 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- working. 4 ........................._ _.........,...., ..._,. ._ .,. . _ _ _ _ _ . __ ___..-....._.. __Y .-.-.__~._._ .-.-.,... ..... . . . _ _ - - _ .. . . . _ , . .. . -.--.-,-.. _..._... . . . . -.___. , . ~.r.r.. ~ , ;er;
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MANAGEMENT SUMMARY
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AN OVERVIEW ~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 much higher. • 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 known•to 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 "unknown." • 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. Go cd OD N 0O -3- w OD N I
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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. ~ OD -4- N GO CJ 3
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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. C -5- 1
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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 with. -- 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 the headline. 00 to ~ N Gb W OD -6- CJT ~
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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- able reactions. - 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. "Talking Cigarettes" • 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. -7-

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