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Brown & Williamson introduce new pack labels for Viceroy
In June, Brown and Williamson in the United States launched new pack designs for Viceroy King Size Filter (84mm) and Super Longs Filter (99mm). These new packs represent the culmination of a 3-phase project. Firstly, current designs were assessed against the brand's marketing objectives. Then the impact that a new design would have on smokers of both Viceroy and competitive brands was measured. Finally, plans were formulated to intro- duce the new pack graphics. This case history, summarizing the development of the new pack designs is from Group Product Manager Carter Broach.

Viceroy's Marketing Objectives and its Pack Designs.
Viceroy's marketing objective is to increase its share of the "full flavor filter" segment. This is the largest segment of the U. S. cigarette market. The major brands in the segment are Winston, Marlboro, Viceroy and Raleigh. The primary smokers of full flavor filter brands are young adults, aged 1834. This is Viceroy's target audience. All elements of Viceroy's marketing plans - advertising, promotion, product and packaging - are intended to appeal to young adult full flavor filter cigarette smokers. There is a continuing set of projects underway to improve the brand's advertising, promotion and product and to this list was added that of evaluating its packaging. Initially, a review of all relevant brand image research was undertaken to find out how well Viceroy's pack, designs appealed to the target audience, in comparison with those of competitive Winston and Marlboro. The conclusion was that Viceroy's pack design quite probably could be improved to appeal more effectively to young adult full flavor filter smokers. As a first stage the review focused on Viceroy King Size, since this style accounts for the majority of the brand's sales. King Size full flavor filter brands are smoked primarily by young adult males. A packaging brief was prepared, outlining how the King Size pack design could contribute to the brand's marketing objectives. In summary, the brief established the following goals for the "ideal" Viceroy King Size pack design.

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