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Viceroy Cigarettes

Viceroy Cigarettes Blue Filter 100s Rich Tobaccos


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Consumer Evaluation of Pack Designs

A comprehensive consumer testing programme was developed, in which the current Viceroy King Size pack design was compared with each of the nine alternative designs. Testing was conducted among Viceroy and competitive smokers. The programme involved consumer evaluation not only of the pack designs themselves, but also of the pack designs' impact on consumers' reaction to Viceroy's advertising and product. Consumer testing was conducted in two phases: a screening phase and a final selection phase. The purpose of the screening phase was to determine which, if any, of the nine alternative pack designs were more effective than the current Viceroy pack. The criteria for effectiveness were the design objectives outlined in the packaging brief. The results of the screening phase were quite surprising. All nine of the alternative designs were preferred over the existing Viceroy pack; a finding which provided added impetus to the project! The results also showed that four of the nine pack designs were successful in achieving the packaging brief objectives. These four designs were therefore selected to be evaluated further in the final selection phase. In this phase, the four pack designs were compared to the current Viceroy pack in advertising, product and packaging tests. This considerable amount of testing was considered necessary to obtain a comprehensive assessment of the impact which a pack design change would have or the brand in its totality. The results were both remarkable and gratifying. The pack design that consumer testing indicated was most effective, not only achieved a higher pack preference, but also improved product preference. Overall, the new pack design projected a younger, more masculine smoker image; a more flavorful, high quality product image - and a more modern, attractive pack image. These results were obtained from Viceroy and competitive smokers. It was very important to achieve improvements among both types of smokers. A new pack design would have to be enthusiastically accepted by current Viceroy smokers - to ensure their continued loyalty. A new pack design also would have to be preferred by competitive smokers so as to attract them to the brand. Based on the favorable results, it was quickly decided to develop a complementary pack design for Viceroy Super Longs Filter. The process for developing its design was similar to that for the King Size, The one significant difference was that the packaging brief established a young, feminine smoker image for Super Longs (Super Longs full flavor filter brands are smoked primarily by young adult females in the U. S.) The consumer evaluation of alternate Super Longs pack designs was identical to that previously described for the King Size. The results were also similar. The design finally chosen was substantially preferred over the current Viceroy design. ' The results of consumer tests indicated that new pack designs should materially help to improve Viceroy's performance, not only in maintaining the continued loyalty of current Viceroy smokers, but also in attracting competitive smokers.

1975

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