Kent Golden Lights
Excerpts from Kent Review
Prepared by Kent Brand Group
December 7, 1981
Recommendations for Forward Development
1. Advertising - Recent research has "revealed the following key points:
a. Development of smoker concern and positive trends toward low delivery cigarettes can vary dramatically across markets and does not necessarily hinge on the level of market sophistication. Intensity of marketing activity and government/social pressure can result in heightened development of the segment. However, consumer rationalization favoring these products does not necessarily hinge on increased smoker concern but can result in perception of low delivery cigarettes as more modern and trendy alternatives.
b. Kent Golden Lights, has achieved good brand awareness and pack recognition although it is judged that this results primarily from its association with the Parent.
c. Kent Golden Lights's introductory advertising was judged to have performed poorly relative to most competitive campaigns tested. The major dislike relative to competitive ads focused on less pleasing/appealing visuals and results favored those ads which communicated positioning and desired attributes through visual elements,
d. For the most part, Kent Golden Lights has inherited the strong and weak points of Kent's Image. It is perceived as a milder/low 'tar' and nicotine cigarette, poor in taste and satisfaction and more for women than men. Overall results indicated a weak, less than clear perception of differences between Kent Golden Lights and Kent in some markets.
Analysis- Research results point to the conclusion that introductory advertising and possibly the new extension campaign do not perform well relative to competitive campaigns in attracting consumer attention and/or communicating desired position objectives. Kent Golden Lights's moderate level of success worldwide appears to be more attributable to association with the Parent's image, both good and bad, rather than establishing its own identity and appeal for consumers. Advertising has relied heavily on consumer's ability to understand written and broadcast low delivery jargon instead of communicating the message through appealing visuals. For the most part, it does not appear that consumers are either knowledgeable enough or interested enough to exert an effort to get the intended message. Analogous to the U.S. domestic experience, if we rely too long on consumers working for the message in an unappealing visual format, we could jeopardize the momentum Kent Golden Lights has achieved thus far.
Recommendation - It is recommended that an image-oriented campaign, employing simple, visually appealing elements be developed to communicate desired positioning and product attributes for Kent Golden Lights in addition to firmly establish a separate identity from Kent. Recognizing that proliferation of competitive brand entries and advertising clutter in some markets will require tactically appropriate communications to properly position Kent Golden Lights, it is recommended that comparative advertising be developed further and exploited where legally permissable.