Kent I Brand Concept
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
FCB has been briefed and is expected to present concepts for management review prior to January 1, 1982. The objectives given to FCB were to develop an extendable/durable campaign which will capture the attention and interest of the target audience, foster a desire for trial and stimulate actual purchase. Specifically, in terms of brand and product image, it should:
1. Establish emotional involvement with the target audience.
2. Project smoking enjoyment in an upscale, yet casual and relaxed atmosphere.
3. Convey newness and excitement. '
4. Employ short, simple copy statements relating to superior tobacco taste and satisfaction. However, these elements should not be overplayed in view of Kent Parent's positioning as a mild brand and Kent Golden Lights' positioning as a light product.
It is our belief that use of the brand name, Kent, will automatically convey a high degree of quality, American origin and internationality. This will give the new product sufficient status without invoking traditional symbols of prestige.
Female participation, if necessary, should be limited to secondary or background activities.
Concepts which emphasize technological innovation or rely on 'tar'/nicotine comparisons to competitors are unacceptable.
All translations should convey the same depth of meaning as the English original.
With the completion of the creative process in the U. S., all concepts will be subjected to qualitative/quantitative research in Europe.
Although this brand is being developed for initial deployment in Sweden, the Brand Group recommends that consideration be given to making Germany the focus of Kent I's advertising packaging and product research. This recommendation is made in recognition of the fact that, in the past, Germany has always acted as the linchpin market for the BAT Group in Europe. Successful research coupled with a commitment by BAT(D) management will almost certainly assure a favorable receipt of Kent I by other associated company management.
As of this date, the Kent Brand Group sees no reason why Brown & Williamson International Tobacco should miss its scheduled introduction of Kent I in Sweden by September 1982.