Letter from Patricia Lawrence of Lorillard to Ed Ricci MCA Advertising, Ltd. Mentions work on Super Premium concepts. Emphasizes brand is targeted to non-menthol smokers 18-35 (statement says 21-35). Describes product as low-tar enhanced by packaging appeal.
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A DIVISION OF LOEWS THEATRES. INC. 666 FIFTH AVENUE. NEW YORK, N.Y 10103 (212) 841-8500
September 19, 1983
Mr. Ed Ricci
MCA Advertising, LTD.
405 Lexington Avenue
New York, NY 10174
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
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.
Patricia R. Lawrence
cc: Mr. J. E. Daghlian
Mr. G. M. Hoefer
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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,
EF II/MODIFIED EF II/P, M, TYPE PRODUCT
KING SIZE AND 100'S
SOFT PACK OR Box
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
A PRODUCT WITH BROAD APPEAL FOR THE YOUNGER ADULT SEGMENT.
HIGH POTENTIAL FOR UNDERDEVELOPED LORILLARD GEOGRAPHIC