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a A DIVISION OF LOEWS THEATRES. INC. • 666 FIFTH AVENUE. NEW YORK, N.Y 10103 •(212) 841-8500 • CABLE LORILLARD September 19, 1983 Mr. Ed Ricci MCA Advertising, LTD. 405 Lexington Avenue New York, NY 10174 Dear Ed: I've seen some excellent thinking in the work done to-date on the Super Premium concepts. Some of the strategies are clear cut and deserve further exploration. As work progresses, we must continue to keep in mind the fact that this .brand is targeted toward young adults. Those non-menthol smokers who are 18-35 represent a tremendous opportunity for Lorillard. This opportunity should be capitalized on before Players bec.omes too entrenched among the seg- ment. At this date, I feel we may be moving away from the young adult seg- ment through our strategies. However, since I have not seen specific execu- 'tions I will reserve judgement as to their appeal among 18-35'ers. The original concept statement is attached as a reminder of our objectives - .a premium packaged product for young adults. If you would like to discuss this further, please call. Best regards, Patricia R. Lawrence PRL:pc cc: Mr. J. E. Daghlian Mr. G. M. Hoefer

CONCEPT STATEMENT AN ENTIRELY NEW PRODUCT THAT IS A LOW TAR WITH RICH TOBACCO TASTE, THE RICHNESS OF THE PRODUCT WILL BE ENHANCED BY THE AESTHETIC APPEAL OF THE PACKAGING AND THE CIGARETTE ITSELF, THE ADVERTISING WILL APPEAL TO MEN AND WOMEN WHO ARE MOTIVATED TOWARD ACHIEVING SUCCESS, PRODUCT DESCRIPTION EF II/MODIFIED EF II/P, M, TYPE PRODUCT KING SIZE AND 100'S SOFT PACK OR Box TARGET AUDIENCE MEN & WOMEN 21 - 35 LO FI AND LOW TAR SMOKERS URBAN AND SUBURBAN APPEAL TO NEW MARKET SEGMENT LOOKING FOR PREMIUM QUALITY UPSCALE VS, BLUE COLLAR - DEPENDS ON POSITIONING FOR LORILLARD A PRODUCT WITH BROAD APPEAL FOR THE YOUNGER ADULT SEGMENT. HIGH POTENTIAL FOR UNDERDEVELOPED LORILLARD GEOGRAPHIC AREAS.