John Player Special King Size
Japanese Qualitative Study
(In-depth Personal Interviews)
Evaluations of ad vetoing materials:
Print ad materials
Comments and reactions were similar to respondents in the groups. As a result, most respondents preferred the monogram version. As to the "door" versions, it was said frequently that they did not look like cigarette advertisements.
Comments that were similar to what respondents in the groups mentioned were found in regard to the advertising copy, both the Japanese and the English. In short, the Japanese copy somehow did not go well with the visual(s) and did not ring a bell. "Exciting taste ?ˆ” JPS" was also said to be "overclaiming" compared to the actual product.
With regard to the motor racing, four respondents were aware of John Player Special's sponsorship. Different from respondents in the groups, all six respondents favored motor racing sponsorship, and commented as follows:
"Excellent. I know Marlboro and Gitanes also do it."
"Motor racing is every man's dream. (OTOKONO ROMAN)"
"I makes the brand known."
"If a car with John Player Special mark races against one with Marlboro mark, isn't it an exciting advertisement?"
"If you like cars, you'd feel like buying it."
"The black racing car matches very well with the cigarette."