Kent I Brand Concept
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
Kent I Brand Statement
Kent I is the U.S. international ultra low delivery cigarette which offers concerned smokers an image of smoking enjoyment, real tobacco taste, and a feeling of satisfaction which Is superior to competitive "light" and ultra low delivery brands.
The target audience will be male, living in the urban areas of developing and industrialized nations, have the equivalent of a U. S. high school education, work at a highly skilled blue collar or professional occupation, be 25 or older and either a smoker of a "light" or ultra low delivery brand who is dissatisfied with its taste and/or satisfaction or a previous trier of such brands who has been disappointed by them and subsequently returned to full-flavor products. The target audience will be aware of the smoker concern issue through cigarette advertising, league tables, government action and the efforts of lobbyists.
At present, the package design for this product is under development. Designer submissions will be qualitatively researched in Europe during the first quarter of 1982. Those designs passing the initial round of research and any revisions will be subjected to a quantitative pseudo product test in Europe during the second quarter of 1982.
Ideally, the design chosen will convey to the target audience that Kent I is a new and exciting development, not merely a line extension.
80/84/100 mm U. S. blended (export)/US/type (local manufacture) cigarette. Deliveries will be 1 mg. of 'tar' and 0.2 mgs. of nicotine for the FOB and KS styles; 3 mgs. of 'tar' and 0.4 mgs. of nicotine for the extra length version. Research and development of prototype products have been completed. Product testing in the U. S. for the KS style began the first week of December with final results due in mid to late January 1982.
Key elements of the product's smoking characteristics are superior tobacco taste and satisfaction compared to Kent Golden Lights and at least equal tobacco taste and satisfaction when compared to Barclay. It is the Brand Group recommendation, in keeping with these objectives, that Brown & Williamson International Tobacco consider the use of cork tipping on this product.
With the successful completion of the product research cycle in the U. S., specifications will be turned over to local manufacture companies for slight modification to meet individual market requirements and to the U. S. manufacturing facility for export production.