Youth and Marketing
Old Gold Image Opportunities
Abstract
Marian G. Schott, Inc. research on Old Gold Image Opportunities. Reports on focus group perceptions of product and image, user profile, implications of ads. States that respondents were 18-20 in one group, 16-24, 25-34, 35-50 in another; all smoked at least 10 cigarettes per day and had smoked brand for a year or more. Lists characteristics of various Old Gold Smoker groups. Discusses Old Gold as switched-to, not starting cigarette, stages by ages 12-15, 15-18, 18-21, 21-25. Lists strengths and weakness of product as perceived by user ad non-user. Assesses ad campaigns, lists problem and suggests future improvements.
Fields
- Notes
Original document code was 1006.
- Company
- Lorillard Inc.
- Marketing Type
- Billboard
- Target Market
- Adults
- Young adult
- Youth
- Young adult
- Minor Subject
- Advertising and Marketing -billboard
- Advertising and Marketing -strategy
- Advertising and Marketing -target market --adult (25+ years old)
- Advertising and Marketing -target market --young adult (18-24 years old)
- Advertising and Marketing -target market --youth (<18 years old)
- Brand -image
- Brand -loyalty
- Brand -switching
- Youth (<18 years old) -data
- Youth (<18 years old) -market research
- Advertising and Marketing -strategy
- Major Subject
- Advertising and Marketing
- Youth
- Author
- Marian, G Schott Inc
- Recipient
- P, Lorillard Company
- Brand
- Old Gold (LOR)
Document Images
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OLD GOLD
IMAGE OPPORTUNITIES
Prepared for P. LORILLARD COMPANY
New York, New York
by MARIAN G. SCHOTT, INC.
April 1976
1
PURPOSE
To understand the strengths, weaknesses
and opportunities of Old Gold filter
cigarettes.
. What kind of people smoke Old Gold?
. Perceptions of Old Gold as a cigarette
. Perceptions of Old Gold as a brand/image
. Perceptions of Old Gold smokers
. Why people who smoke high taste
cigarettes are committed to their
brand
. Implications of four Old Gold advertising
campaigns
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METHOD
Focussed Group Interviews
Minneapolis, w/o April 5, 1976
2
2 groups - low filter, high taste cigarette
smokers.'
(Marlboro, Winston, Viceroy,
Camel Filters)
18-21 years of age
6 groups - Old Gold smokers
18-24 years of age
25-34 years of age
35-50 years of age
In each segment, one session of male
respondents; one session female respondents.
To qualify, each brand smoker had to:
. smoke brand for 1 year or more
. smoke at least 10 cigarettes per day
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18-21 NON OLD GOLD SMOKERS
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Experimental
Switch brands
Anti-menthol
Marlboro & Winston are dominant
3 Marlboro facings to 1 Old Gold
Old Gold for very young or older people
Not "popular"
Not peer group
No reason to try
Old Gold is passe
Non-specific image not unique
Taste has not registered
No Old Gold advertising awareness
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HOW BECOME AN OLD GOLD SMOKER
Old Gold is not a starting cigarette "by choice"
Old Gold is cigarette you move to "
Move from experimental to committed by stages
'12-15 - Cigarette availability - parents/older siblings
15-18 - Peer group pressure
18-21 - Army, college, partner/marriage - peer group
and/or partner influence
21-25 - Committed - habituated
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18-25 OLD GOLD SMOKERS BY CHOICE
Medium to heavy smokers
Get away from crowd
Individual experience
No health concern for self
Health concern for parents
Limited advertising recall
"Independent Campaign" recall by men
Independent feeling in women
Discriminating - conscious choice
Enjoy resisting social pressure
Real people - not phony
Menthol for change
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25-35 OLD GOLD SMOKERS FOR TA~TE AND IMAGE
Heavy smokers
Habituated
Independent
Individual
Minimal health concern
Want to cut down - buy by pack not carton
More advertising recall of all cigarette advertising
Recall of "Independent Campaign"/identification
with concept
Strong recall of package/cigarette more important
than advertising
Women are coupon savers - husbands go along
Secure - don't follow "crowd"
Natural - not phony - not pretentious
Menthol relief
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35-50 LOYAL - COMMITTED OLD GOLD SMOKERS
Heavy smokers committed to smoking in face of
social pressure
Men more health conscious - cutting down or stopping
Pressure to stop smoking greater than competitive
brand pressure
Taste/satisfaction increasingly important
Defensive
Aggressive
Less physically active
More husband/wife brand-sharing
Women tradition bound, house/office bound
No awareness of advertising
No Old Gold advertising recall
"Older people smoke Old Gold"
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OLD GOLD STRENGTHS
User Non-user
Taste
Aroma/smoke
Heavy-smoker satisfaction
No irritation
Discriminating Image
Not "popular"
Independence
Quit before cut down
Old established brand
Name awareness
Strong package identification
Not peer group
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OLD GOLD WEAKNESSES
Non user
No advertising recall
Not "popular"
Not peer group
Strong
Funny tasting
Old fashioned
Older smokers
Dull/uninteresting
User
Limited advertising recall
Coupons
Reminder
Female
Downscale
Iiard to find
100's
Box
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OLD GOLD SMOKERS DESCRIBE THE OLD GOLD TASTE EXPERIENCE
Taste
Satisfying
Strong
Not harsh
Not rough
No aftertaste
Distinctive
Not dry
Not stale
Not bitter
Flavorful
Fresh
Holds taste
Lasting pleasure
Well-packed
.
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OLD GOLD SMOKER - HIGH TASTE SMOKER
,
Committed to Brand
Physically habituated
Psychic health outweighs physical danger
Identification with independence
Too much security - turn off
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ADVERTISING CAMPAIGNS i
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Themes
"Get away from the crowd" - psychologically
rewarding
"Have one of mine" - not socially acceptable
except for very young
. "Pleasure" and "Good Taste" - positive
"Today's Good Taste" - not believable
"Taste Is Why" - very positive reason
for smoking OG brand
Execution Problems
Non-smoking situations
Advertising other products
Posing is phony
Color preferred over black & white
Tend to evaluate as billboards
Sexist advertising
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"INDEPENDENT MAN" CAMPAIGN
Needs color
Rock - Only believable smoking situation
Relates to independence/has "friends"
Outdoors/athletic
No age profile
Relaxation/reward relationship
Says "pleasure"
Boat - Limited identification -
Cold - overdoes "getting away from crowd"
Less relaxed - standing
Uncomfortable
Non-sensual
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"HAVE ONE OF MINE" CAMPAIGN
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Not contemporary I
Not today's lifestyle to offer cigarette
Tries too hard
Saw - Unbelievable situation
Too hard sell
Too posed
Too "smiley"
Slimy character
Con man
Motorbike - Today's props --but no
feeling of today
Sexist
Unnatural pose
Exploitive
No sexual satisfaction
Offer cigarette to girl/
girl is gratuitous
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"TASTE-PLEASURE" CAMPAIGN
AON
Angled writing - distracting
Hard to read - especially on billboard
Color - all wrong
Fifth Avenue - Unbelievable/ridiculous pose
Empty Street/no identification
Not Old Gold smokers
Clothes/travel/Paris
Non-smoking situation
Kite - Blue sky says Menthol,
Salems - Newport
Non-smoking situation
Pepsi ad - Suntan lotion
No cigarette identification with
activity/clothes/color
potential
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"TASTE IS WHY" CAMPAIGN
Line is believable
Memorable
Fits Old Gold
Jeep and Tugboat - Same problems
Too many people/too posed
No feeling of independence
Not Old Gold smokers
-Everybody doesn't smoke
Old Gold at same time
Young identify with "look"
Older - no identification
hippy
Non-smoking situation
No taste/satisfaction/reward
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BELIEVABLE CIGARETTE SMOKING SITUATION
Associated with taste/satisfaction/reward
Examples:
After work activity
After play activity
Relaxing
Studying/working at a desk/telephoning
Snacks/coffee/coke
Bar/drinks
After meals
"Partying"
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CONCLUSIONS
Product satisfaction is holding Old Gold smokers
. Loyalty among committed Old Gold smokers
is secure
. Taste image is high with smokers
i
. Taste satisfaction is high with smokers
. Old Gold users smoke for taste or quit
. Old Gold smokers are not interested in
1I
low filter~cigarettes
Old Gold lrnaye lacks support
. No image building
. Image disipation
. Brand living on borrowed time/ not
attracting young
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RECOMMENDATIONS
Old Gold should develop and stay with:
. a theme
. a line/slogan
. a visual approach
Expand/modify the Independent Man to
include more:
, . variety
. taste/reward
. warmth
"Taste Is Why" offers a believable promise.
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Billboards is where it's at.
