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January 21, 1985 TO: Mr. Alan R. Cox FROM: Susan C. Nassar SUBJECT: Marlboro Vulnerability--Idea Generation This summarizes my perspective on hot buttons and ideas for qualitative follow-up as generated by two separate younger adult groups. The first group consisted of younger (24-30) marketing professionals from our four marketing departments (MDD, Brand, Media, Promotion). The second group was made up of Whitaker Park factory workers aged 22-25. The ideas are grouped in terms of "hot button" or areas of high relevancy for the younger adult market. The areas are presented in order of how I see their overall importance (with music and sex heading the list). The hot button approach seems to be a particularly useful way to not just group ideas--but to help understand why they are considered. It can also help to generate other ideas. While there was certainly some overlap between the ideas generated by the two groups, I also discovered some valuable differences stemming from their very different mindsets and socioeconomic levels. The Reynolds professionals, for example, focused more on frivolous ideas whose appeal laid in their complete absurdity, silliness, and in some cases, vulgarity. The more practical minded workers, on the other hand, put great emphasis on the importance of being "laid back/kicked back", as ofen depicted in beer commercials on TV. They also brought cars and racing into the picture, which had not been mentioned by the professionals. At any rate, it should be noted that in both cases, the participants were several years older than the target age of 18-20, and as a result their opinions will need to be appropriately "screened" by our Listening Post. OBSERVATIONAL RESEARCH IDEAS: MUSIC: Music is clearly at the center of all younger adult smokers lives--be they punk rockers, "country" people, or any of the groups in between.

Mr. Alan R. Cox -2- January 21, 1985 Everyone felt that the best thing that could ever happen to an RJR brand would be for a rock singer to smoke it, since this is probably not a very practical idea, here are some alternatives. • Discover and sponsor tomorrow's hit i)rands by sponsoring Battle of the Bands across the country. Winner from each goes to national contest. RJR Brand pays for first album cut of national winner, essentially "owning the band". Attendants vote by writing on empty CAMEL packs. CAMEL packs can be used as entrance fee, or to obtain reserved seats. Play videos from concerts in non-alcoholic bars and on MTV. Offer their cassettes on cartons. Sell a limited edition of T-shirts at each concert which can be used as entrance fee and for other special privileges (best seats) at future concerts. • Create a CAMEL record label, like the Beatles did with Apple. • Advertise on/in record albums. • Have video vending machines where FUBYAS buy cigarettes. If you buy an RJR brand, get a free show. Might be by the group mentioned above. • Show musical ads for RJR brands on video jukeboxes between songs. • Put music related items in packs. - Rock star trading cards. - Coupons for free MTV (good continuity program). • Concert related prizes. - Give away tickets for best seats like radio stations do. - Backstage passes. - Dinner with the group. - Party with the group afterwards (help them "trash" their hotel room).

Mr. Alan R. Cox -3- January 21, 1985 Free ticket in scattered packs. Open CAMEL Ticketron stations across the country. SEX: • Create a brand for "studs". More specifically, create a brand for the "American Gi olo". (A potential positioning for the reintroduced STERLING5. Note: One Whitaker Park group of guys came up with this as a compelling alternative to the cowboy. He would possess the revered traits of being laid back and all-American. Dress him like "they" want to look: Sportscoat, thin tie, argyle socks, lace up dress shoes. "Slick dressed and kicked back." Show him leaning against a bar with a girl on each side. He would have class, but not "cold" class like STERLING. Related promotion ideas would include skinny ties, an American Gigolo watch (?), designer (European cut) bathing suit-s, an American Gigolo kit including a watch, tie, and carton of cigarettes for $20.00. • Send in ten packs for chance to be next CAMEL man/American Gigolo. • In pack items or contest coupons. - Fortunes about love life. Win a date with a local beauty queen (for guys) or American Gigolo/CAMEL man (for girls). Or have a Mr. and Ms. for each RJR brand, with whom date would be won. HANGING OUT: Social interaction is key for this group, yet the fact that the drinking age is often 21 limits the number of places they can go. The theme of the ideas here is to reach them where they hang out, possibly even creating the place first. 0 Sponsor a hangout spot at mall.

Mr. Alan R. Cox -4- January 21, 1985 Have a CAMEL message board. History of rock n roll. • Start a chain of NO ONE UNDER 18 OR ~OVER 21 bars. All drinks and snacks would have CAMEL names such as CAMEL chips and CAMEL hump drinks (one-hump, two-hump, etc.). • Start a weekly non-alcohol night at the local cinema pub. • In rural communities, build recreation centers. • Have excellent OOH on local "strip" (e.g. Stratford Road for Winston-Salem). LAID BACK/KICKED BACK/IT'S COOL NOT TO WORRY ABOUT THINGS YOU CAN T DO ANYTHING ABOUT : FUBYAS are under -their own kind of stress and pressure which comes with the transition to adulthood. While everyone agrees that not getting "stressed" and being in control are at the bottom of the Marlboro cowboy's appeal, the only idea directly related to being laid back that came up was the American Gigolo idea, already mentioned. FREEDOM/REBELLION/DEFIANCE: Every FUBYAS needs a way to rebel, I've been told. Wearing one's hair in a way that turns off your parents is one relatively harmless way. Going all the way to punk is a more extreme way. Horses and motorcycles were felt by the factory workers to symbolize total freedom. • Win your own apartment or condo so you can leave home earlier. • Free rental car. • A week's vacation for FUBYAS parents, to get them out of the house, and a free clean up crew just before they return. GROTESQUE/ABSURD/SILLY/"NEW WAVE": The appeal of the absurd for FUBYAS seems to be epitomized by the Rocky Horror Picture Show. It is absolutely ridiculous, and it allows the audience to actually become part of the act. (Also, the music is very good.) • Have a CAMEL pack play a role in the next Rocky Horror Show, so attendees will all come equipped with their Camels.

Mr. Alan R. Cox January 21, 1985 • Do 3-D spectacular boards requiring 3-D glasses for full effect--available through a brand promotion. • Tacky gift ideas include pink flamingo,s and other take-offs on the fifties. Ad/poster showing crowd of look-alike cowboys with one new wave person in center--"can you find the CAMEL smoker?". While not as extreme, the following ideas and making fun. are also based on humor • Win item of clothing worn by someone famous. • Make use of the personified CAMEL from Europe. • Sponsor a comedy group that would make fun of RJR/PM brands. • Have a "make fun of a CAMEL ad" contest, or your least•favorite RJR brand". • Do a CAMEL country campaign. • Have a promotion with an undesirable trip. - Marlboro country. - Youngstown, Ohio.. « write an essay on • Have a "who sponsored the sweepstakes sweepstakes" where all questions or prizes are CAMEL related or take offs on other brands. • Show an RJR ad with lines and explanations pointing to all the legal restrictions, similarly to the OSHA cowboy ad. • Do a variety of ads showing the CAMEL man in a superior situation over the Marlboro man. (In other words, have an all-out war in print media.) CAMEL man (cartoon) chasing the Marlboro. WINSTON rescuers rescuing the Marlboro mfn after he fell off his horse, etc. STONED/POP MYSTICISM/ESCAPINC INTO YOUR IMAGINATION: This area is probably most relevant for the group of FUBYAS called "the heads".

,., ~ " Mr. Alan R. Cox -6-,~ January 21, 1985 • Make up riddles about the CAMEL pack such that it is a fad to "get into" CAMEL packs. • Put mystical sayings or riddles on the.•back side of the paper. LIVING ON TNE EDGE: • Play up CAMEL's strength, making it the JACK DANIELS of cigarettes. - Make non-filters "in" again. (Not only are they potent and disgusting but they differentiate the men from the women--something that is increasingly difficult to do. • Use the Harley Davidson in ads or for promos. "IN CLOTHING": To be used in ads or for promotions. • Parachute pants (slick material, lots of pockets). • Camaflouge clothing (the military is coming back). - A camaflouge pack. • Tight legged pants and high heels. • For punk rockers, things to pin on their clothes and day-glo • colors. High cut women's bathing suits. CUSTOM CARS AND MOTORCYCLES: Although no specific ideas fell into this area, it is worth noting as a potential "hot button". Among the blue collar community, custom cars, four-wheel drives, and motorcycles are very important. Examples of custom care are revved up Camaros, Mustangs, RX7's, etc. Bikes currently have a similar appeal. No longer the rugged strong machines of the past, they are now considered sleek and sporty. Four-wheel drives and "mudslingers" are also in (big Chevrolet trucks are cool, Ford trucks are not) and there are even such things as "four wheeling" clubs.

Mr. Alan R. Cox -7- Ja'Ruary 21, 1985 PRICE/LIMITED MONEY: Although it is cool to say you are not materialistic, the FUBYAS of today are when you take into consideratioq their love for expensive cars and audio/video equipment. Any savings on cigarettes or opportunities to save on important items, therefore, could be relevant. • 30 cigarettes/pack. • Priced lower than Marlboro. • Money back refund at store if not pleased. • Coupons for free junk food (Wendy's, etc.). • I.O.U.'s on packs to be used when funds are low, e.g. just before payday. • Coupons for records, tapes, MTV (mentioned under "music"). • Coupons good for weekly late show or week's worth of CAMEL packs gets you in. • Promotion that lets respondent think he is ripping off the company or getting away with something. Call an 800f. Operator flirts and offers you three free packs instead of one. • Win a water bed (could also fall under "sex" or "sharing experiences"...). • Coupons good toward rental of VCR's and movie video cassettes. SHARING EXPERIENCES/FRIENDS: Having a network of close friends and belonging is vital. Promotions could focus therefore on prizes you can share with your friends. • Beach cottage for a week. • A party for you and 100 closest friends. • Win your own telephone line, or collect coupons (continuity program) for monthly payments.

Hr. Alan R. Cox -8- January 21, 1985 • Have a CAMEL club whereby you order your cigarettes through the mail and get extra free cigarettes everytime you get a friend to join. (MD in other words could be a "club".) • Get groups involved in collecting pa*cks/coupons toward a common goal. Charter a bus for a distant concert. Support a hockey "booster club" with good seats, parties with the team, travel accommodations. Charter buses/RV's for traveling clubs. Equipment, uniforms for volunteer firemen, rescue squads, softball teams. BEACH/KICKING OFF/GETTING AWAY: • Trip to Myrtle Beach/Daytona Beach. • Cottage at beach for week (to share with friends). • Own beach resorts across country. • Ads at lifeguard stations. - He can wear CAMEL T-shirts. • A CAMEL courtesy bus at beach. • Beach stations (music, drinks, snacks). • Tubing/rafting expeditions. - Billboards along river. - "Soccer goal" trash cans along the way, adapted to a brand's image. IMMEDIACY/INSTANT GRATIFICATION/CONVENIENCE: Success is measured in terms of today, tonight, not the future. • Always have packs next to the cash register for easy reach. • Enclose matches in every pack.

Mr. Alan R. Cox -9-__ - January 21, 1985 RACI NG: • Win the chance to be the starter (flag guy) in a race. • Or to ride in the pace car. - • Or to ride in the WINSTON car. • Or to meet the winner. VIDEO GAMES: • RJR brands in neighboring vending machines would contain a free video game token. MILITARY: Supposedly, it is coming back "in", as reflected in the current popularity of camaflouge clothing. • Attack helicopters are currently a popular theme and could be used in advertising. • Show a camaflouged man in ad breaking with a cigarette. Would have face painted too. Have a camaflouge pack, as mentioned under Susan C. Nas/a0K,,,. "in clothing". ca cc: Mr. Daniel H. Murphy