From: anne@tobaccodocuments.org
Date: Mon, 05/07/07
Anne LandmanPosting Date: Monday, May 7, 2007
Long-Term New Products Seminar.
Company/Source: R.J. Reynolds
Document Date: 21 Apr 1982
Length: 2 pages
Bates No. 512301470/1471
URL of this Posting: http://tobaccodocuments.org/landman/512301470-1471.html
Document Images: http://legacy.library.ucsf.edu/tid/gyv33d00
This memo presents an R.J. Reynolds employee's idea to make a "sporty cigarette"
for people who "buy" the advertising images that companies assign to certain
brands. The writer suggests designing the filter to mimic the appearance of a
referee's whistle or shirt, and suggests the brand name "Time Out" for the
cigarette. He further suggests that a payoff for the industry of this brand
would be associating smoking with exercise or sports activity "thereby,
associat[ing] smoking with a pro-health concept." He further suggests if the
idea catches on, the Company can eventually sponsor a runner in the Boston
Marathon.
Quotes
Recently, I attended the seminar given by Dick Nordine and Doug Webber. I
summarize their description of "cord" groups as people who "bought" the
advertising image presented for a given cigarette. My thought is why not
"generate" an image that would have appeal for a population segment that already
exists, rather than "create" a segment. One such segment would be people who
watch sporting events. Therefore:
Idea: Create a cigarette market segment for a "sporty" cigarette by combining
advertising, packaging and cigarette design to reinforce an image for this "new"
cigarette as being especially appropriate when watching sporting events.
Image: It would be enjoyed by people while watching sporting events -- any and
all --at home, or in a stadium, big league or little league.
Package: The pack front could be a collage of sport symbols; the back could
have short printed "sport" information; i.e., facts, questions, statistics,
rules, personalities, sports history, tradition or logos; pictures, either of
personalities or "shots" of stadiums, etc. The new idea would be for rotating
"messages" and/or designs which would give sport information. (Some people would
consider this "extra" value.) A fixed "sports" format could be chosen for the
carton to aid the consumer in recognition.
Cigarette Design: The logo, printed on the tipping, could be a rotating symbol
of sports; i.e., tennis racket, basketball net, scoreboard, baseball diamond,
football, racing car, etc. (Tipping could be printed so each pack gets several
different designs with periodic changes in the symbols used.) Special logos
could be made for major sporting events; i.e., Olympics (five rings), World
Series, Superbowl. These logos could be heavily printed and used in packs during
a particular sport season for about one month.
Example of Special "Sporty " Cigarette Design: The cigarette paper and tipping
could be striped, like a referee's shirt. Or, the tipping could be printed and
synchronized with the making machine in such a way that when folded around the
tipping would take on the appearance (color and design) of a referee's whistle.
(An obvious name for such a cigarette is "Time Out".)
...Possible Major Payoff for Industry: Associate smoking with exercise or
sports activity; thereby, associate smoking with a pro-health concept. If the
idea catches on, maybe in a few years the Company could sponsor a runner in the
Boston Marathon.
-----------------------------------------------------------------------------
Company
R.J. Reynolds
Author
Casey, William J. (RJR Master Scientist, Tobacco Blends )
Recipient
Lewis, Leslie
Region
United States
Type
LETTER
Named Person
Nordine, R.
Webber, D.
Subject
advertising
health
health belief
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TobaccoWiki Editor
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Glade Park, CO 81523-0099
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