Tobacco Documents Online

CAMEL THE MOVIE I. PROJECT OVERVIEW: The CAMEL brand (& R.J. Reynolds Tobacco Co.) is consider~8 making and marketing a movie which is centered on the brand itse~......a first (that we know of) in consumer products marketing. Our goal h to create a uniquely CAMEL movie-geing experience which will evoke a major positive stir among our product's primary target - adult smokers age 21-24, and secondary target - adult smokers, age 25-34. Tentative launch date is 4th Quarter, 1995. Due to the sensitive nature of our product, distribution of this film must be handled with extreme caution and ordy those able to prove that they are 21 or older will be able to attend the show. In addition, no famous actors/actresses may be used and all those appearing in the film must be and appear to l>e 25 ye~s of age or older. In keeping with our go ~I of creating a uniquely impactful movie-going experience, the viewing of a great film will only be a portion (although, certainly a key portion) ofthe desired consumer experience. Other out-of-the-box techniques to make the whole experience exciting and memorable must be, included (i.e. Smoke breaks at intermission, CAMEL cartons given away to all smokers attending the show, a party atmosphere before and after the viewing, etc.) Audience interaction with the film (a la Rocky Horror) should also be considered. H. P]~,OJECT VISION: To create an exciting, cne-of-a-kind movie-going experience for CAMEL's target smoker group (ages 21-34) which brings the brand's lust for living positioning to life and convinces smokers that the CAMEL brand is the most satisfying smoking experience available in the marketplace todey....complete with genuine taste. This event will leverage the strength of CAMEL's advertising equity to develop a unique and preemptive marketing event to wrest momentum from Marlboro and improve CAMEL's product perceptions.

CAMEL THE MOVIE PROJECT BRIEF ]II. BRAND POSIT][ONING ESSENCE: This film must embody the brand's lust for livin8 positionin8 whichis ©haracte~ as follows: - Unexpected/Daring - Modem - Irreverent - Social - Aspirational - Fun/Entertaining - Hip/Cool - Where The Action Is CAMEL brand equities which may be utilized include Joe Camel, the Hard Pack Band, the WIDES Guys, the Beast. the 80 year heritage of the brand (i.e. the pack, the "Walk A Mile" slogan, etc.), and the 17 CAMEL styles available in market. A Caveat: We do not feel that this film should be an animated account of Joe Camel's li~'e. Our thoughts are that ~ve should inject Joe's energy into the film without making him one of the visible main characters. Perhaps Joe could play a role like Hitchcock or the Pink Panther. Another thought is that the entire movie could be about Joe (with hints ofhis presence throughout), but the at~dlence never gets to view the real animal. IV. PRODUCT SUPPORT: As for product, our goal is to change product perceptions amon8 competitive smokers who currently perceive that CAMEL is a clessi© brand yet it suffers from hot and harsh product delivery problems (ver~:us Marlboro which is perceived as ©lasal¢ and smooth). The challenge is to keep the plot fi~n ,md entertaining but to incorporate the product story without coming across as a 1 1/2 hour ,tdvertisement. Areas to pursue include: 1) Turldsh Approac~es: CAMEL's Gen Jine Taste perfectly blends Turkish and American tobaccos to create the world'a most u~tis£ying smoke.

CAMEL THE MOVIE PROJECT BRIEF 1) Turkish Approaches: (condnued) CAMEL's Genuine Taste utilizes a magical ingredient - Tu.rkish tobacco - which mi~culously tr.msforms a normal cigarette into the mo~t satisfying and uniquely poalth,e smoking experience available. 2) Clasal¢ Approach,;s: CAMEL's Genuine Taste is a Classic Taste which has been popular since 1913. Since 1913, ge~ulne people have appreciated the uniqueness of CAMEL's Genuine Taste. In 1913, CAM]~L was produced for people who demand the highest quality, and appreciate originality and the finer things in life. 3) Anti-Borlng/Anti-Blandness Appreaches: Marlboro is boring. CAMEL's Genuine Taste is anything but. If you want to be like the rest of the crowd, smoke Marlboro. V. TACTICAL CON~ 1) Budget: We'd lille to make a great movie for as tittle money as possible. The mo~t we would I~e willing to spend on the production of the film itselfls in the area of $10 million. Budget proposals will be a major factor in film/team selection. 2) Venues: The CAMEL movie experience is going to require distribution in venues amenable to going above and beyond the normal call of duty to make this project a success. We would like to hear your views on the best approach to tiffs situation.

CAMEL THE MOVIE pROJECT BRIEF V. TACTICAL COI~ISIDERATIONS: (continued) Genre: We are amenable to all typea offilms. Tbe best case ia tltet we ereate sometb~ng so unique, it cannot be classified. 4) Plot: We have done some initial brainstorming and some of our ideas are included below. These are not recommendations. They are merely options to consider. ]~|ot Sv~0oale #1 - Bv Mezzins/Browa The Legend of the Golden Leaf Following an ~thausting month*long location ehoot schedule for new CAMEL advertisin8, loe~ heads for his private Caribbean island resort Club Came/for a week's retreat. Immediately after a late evening at the island casino, Joe is abducted en route to his villa by a small amphibious assault team and taken from the island on a technolosically advanced sea craft disguised as a local fishin~ trawler. So begins the tale of Joe Can~el's mysterious disappearance. Meanwhile, back at the Camel Company, mounting concern reaches a fever pitch as top executives consider new theories: Have the Anti's finally gune too farT, Could it have been an advanced alien force sent to F~th7 (if so, whyT), or was itthe competition, frustrated by failed attempts to duplicate Camel's uniquely satisfying taste profile, that has resorted to kidnapping (and torture?) to learn the secret of Camel's blend? No matter what the cause, two things are olcar: Joe Camel must be saved and the secret of the exotic Golden Leaf must be preserved. Camel executiv,~s plan a rescue mission (code name: OperationP),ramid) and assemble an elite team of international *'specialists" to canT out the mission (code name: The Bea~s). Picking up t~e trail near Club Camel deep in the Caribbean, Operation Pyrmnid carries The Beasts across the 8lobe: from tobacco fields in North Carolina, throu~;h Europe, in Turkey (where Joe narrowly escapes death and the secret

CAMEL THE MOVIE of GoWn ( .nO is nsarty revealed), and ultimately to the American we~t where Joe him~lfoutwit~ his cowpoke captor~ while imprisoned in the enemy's re~u~h hnadquarter~ The Ranch. Throughout this transcontinental action/adventure, ~mokers will learn how Camel's uniquely satis~g taste characteristics arv a result oftime honored blending craftsmanship .. the pezfect combination of preanium tobaccos and just the right amount of that enchanting Turkish Golden Leaf. "Lighten Up" This is a farcic~d comedy about how absurd the anti-smoking environment ha~ gotten and how the er tire health craze running rampant in America could turn us all into n bunch of ravin~| - but physically fit - lunatics. This topic mus~: be treated with extreme care due to the politically sensitive nature of our product an,~ neither CAMEL nor P..J. Reynolds can appear to be making fun of the health risks associated with smoking. However, this Iopic - if approached correctly - could capitalize on the following sentiments that many Americans are feeling (and, especially, the 50 million Americans who choose to smoke): * That the gow:rnment should stay offour backs and let us make our own decisions about issues which affect our personal lives;

CAMEL THE MOVIE PROJECT BRIEF "Lighten Up" (continued) * That, iftaken to en extreme, government intervention could reach even more absurd levels than currently exist and the land oftbe ~ will turn into the land of politically correct paranoids; * That there is an agenda against smoking and smokers in America that is driven by extreme anti -smoking fanatics who are not above manipulating data to suit their needs; * That the government is £ull ofcontredietions when it comes t.o smoking: - They condenm smoking yet profit ~om the over $11 billion in federal taxes annu:dly levied against cigarettes', - That Ihere are other health fizha that could also be attacked but that the govez~nent chooses to ignore for political and personal reasons. * That much oi'the anti-smoking legislation in Amedcan is totally beyond the rational: - See attached materlai for details