Documents from the Blais-Letourneau tobacco trials updated December 2014 1

MARKETING AT IMPERIAL TOBACCO CANADA

Documents produced during the trial of the Blais/CQCT and Letourneau class actions

in Montreal, 2012. Additional documents from the C-71 and C-51 constitutional

challenge trials, and from Legacy have also been included

Date Exhibit Notes

1998 520 Historic List of ITL marketing research

1955 987.19 Study no. 4. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS Canadian Facts

1956 987.20 Study no. 5. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS Canadian Facts

1957 987.18 Study no. 6. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS Canadian Facts

1959 987.41 Study No. 7. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS

1961 990.4 Consumer Motivational Research

1962 987.40 Study No. 11. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS

1963 987.46 Study No. 11. Report onf an opinion survey on smoking and health

Public opinion on which actions country shoudl take

1965-03-31 987.42 Study No. 13b. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS

1966-11-041 987.43 Study No. 15Ab. CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES TOWARD MAJOR CIGARETTE BRANDS

1967 987.45 A memorandum on trends in cigarette smoking in Canada.

07/1968 987.34;988 A STUDY OF CANADIAN SMOKING HABITS CIGARETTES VS. PIPES AND CIGARS JULY, 1968 - »

MRS4763.048 -

1968-08-05 175 Summary of Player’s No. 6

A 7 page review of the launch of Player’s, including reflections on how to market to health conscious smokers.

Player's No. 6 was launched in Canada as a cigarette which could hopefully awaken and satisfy a need for a new smoking experience - that is, a shorter, less expensive cigarette which would appeal to economy-minded people wanting a strong, full-flavoured smoke; in addition it was thought this could appeal to those who would like to cut down their volume of smoking for health reasons (i.e. moderation).

1968-07 987.34 A study of Canadian smoking habits – Cigarettes vs. pipes and cigars.

1969-07 987.29 A study of Canadian smoking habits – Cigarettes Spring 1969.

1969-08 987.32;988 Fall 1968 - 8M Cigarettes - » MRS4763.082 -

1969-08 1390 Contemporary Consumer Attitudes Toward Cigarettes, Smoking and Health";

US Exhibit 20,983

Documents from the Blais-Letourneau tobacco trials updated December 2014 2

Date Exhibit Notes

A 183 page report on smokers attitudes towards smoking, towards manufacturers,

"The motivations of youth also undergoing subtle changes are the attitudes of the potential youth market. Whereas, in 1964 the research conducted by ARI revealed that the motivations of the young smoker were consistent with patterns already confirmed by smokers per se, social acceptance, conformity with their peer group, independence from authority, etc., today findings reveal that similar motivations are working in the youth environment to resist smoking as an "establishment hangup." Youth does not wish to become identified with "the establishment."

Findings from the sub-sample of non-smokers, revealed that the majority of younger non-smokers expressed this attitude in varying degrees. Terms like "stupid," "silly," "adult pacifier," "dumb habit," occurred repeatedly.

On the other hand, today’s youth does wish to become identified as an adult, and since his conditioning ahs been that smoking is symbolic of adulthood, he finds himself in the throes of a conflict that alternately attracts and repels. It encouraging identifying with an adult symbol but against the adult generation which also established this habit.

http://legacy.library.ucsf.edu/tid/blq36b00

1969-07-11 162 Richmond and Ransom Hi Fi Smoking and Health

A 28 page report on ITL’s consumer research to track health concerns and response to proposed government measures.

The guiltless pleasure that smokers enjoyed years ago in the persuance of a "good smoke" has disappeared.~ On the one hand he fears that his cigarette may be an agent of self-destruction and on the other he trusts that the manufacturer eventually is going to provide him with a product that he can enjoy without fear of physical or psychological reprisal.

1970 987.28;988 CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES CIGARETTES, CIGARS AND PIPE TOBACCO (TABLES ONLY) SPRING, 1970 - » RS4763.012 -

1971 151 Extract from 1971 Marketing Plan- Industry Assessment

A 20 page review of marketing strategies, the benefits of voluntary restrictions to prevent government regulation, concerns about health and how to respond. .

Young smokers represent the major opportunity group for the cigarette industry, we should therefore determine their attitude to smoking and health and how this might change over time.

1971 151 A Player's Filter- Advertising Plan

A 14 page report on the success of Players Filter and details on the product imagery and target market.

The line we have created for Players Filter is closely tied c:o this free-thinking attitude. "A taste you can call your own" is designed to appeal to the individual who is not afraid to express himself. The personality of the brand becomes an extension of the personality of the smoker: In his own way, each person gets what he wants from his Player's Filter cigarette. This surely leads to satisfaction with the brand, implying both good quality and good flavour.

1971-05-07 145 Fall 1970 8 – French Quebec vs. Rest of Canada

A 22 page report comparing patterns of tobacco use in Quebec and the rest of Canada.

As is well known, the incidence of smoking cigarettes is much higher among the French Quebecers than in the rest of Canada and this higher level shows up in all subgroups. The largest differences are for men aged between 20 and 50 years and for the university educated.

Includes smoking rates for teens 15-19 years of age.

1971-08-26 144 CMA August Highlights

Documents from the Blais-Letourneau tobacco trials updated December 2014 3

Date Exhibit Notes

A 9 page report on responses to ITL’s regular CMA survey, with the inclusion of questions on views on sponsored events (ballet, golf, autoracing).

158 Project Huron

A 50 page report on the development of a cigarette with some American style flavour.

Target:

Principally young males 15-25 who presently smoke higher delivery products e.g. Player's Light and above

1972 987.9;988 CANADIAN SMOKING HABITS AND SMOKERS' ATTITUDES CIGARETTES, CIGARS AND PIPES (TABLES ONLY) Fall, 1971 - »

1972 – 06 136 136 A

Project Gatwick

In a marketing plan to develop a new Player’s brand variant, ITL acknowledges role of nicotine.

A new theory, however, suggests that smokers adjust their physical smoking habit (the way they puff a cigarette) to compensate for a reduction of nicotine levels.

1972-06-28 176 Project Gatwick

A 3 page memo from Tony Kalhok to his marketing colleague, W. Sanders, regarding the “Gatwick” project and the marketing of a ‘safer’ cigarette. It shows the development of the Player’s brand as a way to address smokers concerns.

The following is a list of areas in which -we wish to undertake exploratory research immediately. Much of this initial research can be accomplished by data reduction and analysis of existing information as it specifically pertains to this project.

l-a) To determine the extent of actual consumer desire for a lowered T & N product as well as to categorize these smokers seeking a "safer" product by the regular demographic criteria and usual brand slogan..

1972-07-26 172 Summary of Available research data relevant to Gatwick

A 16 page review of product development in response to health concerns, with particular emphasis on ‘Strickman filter’. It discusses the psychographics of smokers who might want a lower tar cigarette.

09/1973 987.35;988 AN 8-M STUDY CIGARETTES CIGARETTE SMOKING AND HEALTH SPRING -- 1973 - » MRS4763.019 -

1973-01-01 177 Smoking and health analysis and recommendations

A 29 page review of the increasing health pressure on the tobacco industry with strategic recommendations for Imperial Tobacco. Includes charts for smoking incidence of teenage Canadians from 1963 to 1972

There is one optimistic trend, the incidence among people aged 15 - 19, the youngest for which we have data (See Appendix, Chart 2). …

Detailed objectives and strategy to respond to government regulation are provided

In the following analysis, we attempt to identify what we in Canada consider the major threats to the survival of the tobacco industry. To provide a background for action, we trace these threats to four specific sources:

Government

Social Pressures

Health Authorities and

The Industry itself

The strategy on safer cigarettes was similar in 1992 to 2012!

For lone: term purposes , the industry should postulate a realistic concept for a marketabIe "safe" cigarette and test the concept by dialogue "with medical

Documents from the Blais-Letourneau tobacco trials updated December 2014 4

Date Exhibit Notes

authorities, including Governnent Health Department.s , Following this step, we shall be in a position to take positive steps in the direction of the so-called scientific breakthrough.

Maintenance of social acceptability a goal of advertising (not just brand switching!)

Our objective is to maintain smoking as a socially acceptable practice and reassure consumers of that social privilege.

Our strategy must be to orient advertising and public relations to reinforce the commitment of smokers to the practice and to highlight the rights of the smoking group.

…

The cigarette industry is most vulnerable to the attacks of a Government, social pressures and health attacks as a consequence of permitting competitive activity to over-ride a united responsible stance.

Our objective must be to subordinate competitive marketing activity to the survival of the industry where the aforementioned threats to the industry are concerned.

1974-09-04 138 Project Gatwick

4 page marketing plan overview.

Objective

In order to respond to a market need arising out of smoking and health, it is recommended that we develop, under the John Player and Sons' corporate name, a new P1ayer's cigarette of lower T & N , that will be perceived by the consumers as being lighter (yet not light) in numbers, without sacrificing taste, and that we apply a "new" filter that actually produces the desired lower results

1976 520-cry2 Youth Market 1975

130 page report on focus groups with teenagers and young adults. (does not appear to be focused on tobacco use but a more general review of young persons attitudes)

Recruiting for the group discussions in the project was designed to cover the major population segment between the ages of 15 and 29 years.

teen-agers (15-19 years) have as their common bonds the fact that they live at home and go to high school. While struggling for individual identity they are surrounded by similar kinds of people, all thrown together in the common environment of school. School is almost a part-time womb. Teens can adventure adventure away on their own, but they invariably return to its warmth and comfort.

1975-09 139A Exact age started smoking on a regular basis – first measure

Imperial Tobacco’s first report on the age that people start smoking. 1 in 20 started under the age of 12, 1 in 3 started under the age of 16.

1975-09-09 350 No title

Questionnaire for mal survey in Quebec City. (from Magna Media) for recall of an “an unusually large illustration that was folded in to the centre of these magazines. It contained a huge photograph of a canoe on one of our northern lakes; with a dark wooded shoreline below a beautiful sunset, topped with a skyful of bright cloud puffs.”

1975-09-24 303 Du Maurier and Young People – an Initial Exploration . CRY1

This 24 page report on focus groups of children 15-19 years of age discusses the views of the participants of various brands and advertising strategies. It concludes with a suggestion of what effective advertising to this age group would include.

3. Some Hypotheses About How To Best Appeal To Young People

With these two groups as a guide it is possible to develop some guidelines for strategy and executions to best appeal to young people like these. Much of what is to be listed

Documents from the Blais-Letourneau tobacco trials updated December 2014 5

Date Exhibit Notes

here will be obvious from the foregoing but its summarization might be helpful:

1. Executions should continue to concentrate on showing a male and female couple associated with a particular activity.

2. The couple should be left shadowy and in the background so that there are no discernible clues to their looks, or age.

3. The clues should be left to the executional setting itself.

4. The- setting should provide an undercurrent of excitement -- it should not be a passive, unchallenging activity.

5. It should be one in which young people (particularly boys) would like to indulge.

6. It should be an activity that is unusual enough that most would not have done so before but which they could conceive of doing now; that is, it should not be something that they would only do if they "hod more money"; or when the), "are older”.

7 It should be an activity that requires some physical accomplishment and would contribute to a slightly masculine orientation but one in which girls could also participate.

8. The activity itself should result in the impression of a peaceful, tranquil, "free" sort of feeling, not a hard, frenetic, sweaty, tiresome sort of feeling (thus , sailing would be better than motor boat racing, bicycling better than jogging, etc.).

9. It should present something "better" without putting it out of the conceivable reach of the "average " young person.

10. The' couple should be shown as if they are just about to start or have just finished the activity, not actually in the process of doing it .

11. The couple should be shown in close physical contact to reinforce the impressions of romantic intimacy – they should be made to look unmarried.

1975-09-18 139 Smokers’ Starting age

2 page memo regarding survey results (exhibit 139A)

Although it is difficult to put a dimension on the phenomenon, it would appear that people are starting younger than they used to

1975-12-00 Legacy Bibliography of basic Canadian cigarette research

A list of 16 consumer research studies, many conducted in Canada. Implicitly from Imperial Tobacco

Project Brave – Smoking & Health Phase I and II Consumer health consciousness and concern Public awareness of, and attitude towards government’s proposed legislation and current anti-smoking campaign.

http://legacy.library.ucsf.edu/tid/nfy04f00

1976? 157 Pel Brief (Players Light)

A 10 page review of the upcoming launch of Players Light.

Advertising objectives …

To target the brand at the younger end of the smoking spectrum without male or female bias.

1976-01 113A Smoking: Social Currents

Imperial Tobacco commissioned consumer research (Creative Research Group) comments on addictive nature of smoking.

The Value of Smoking

Generated substantially by augmented concern over the health hazards of smoking, the negatives surrounding the habit have almost totally obscured the positives . Indeed, smokers themselves falter badly when asked to comment on the rewards

Documents from the Blais-Letourneau tobacco trials updated December 2014 6

Date Exhibit Notes

accruing to them from smoking . No one takes up the positive side of the argument , and the industry has done little to provide on appropriate vocabulary . Smokers are so overwhelmed by the addictive properties of cigarettes and the potential health hazard that they wax virtually inarticulate when asked to present a case for the other side . They become guilty and shame-faced

1976-02-11 112 A Planning cycle

Imperial Tobacco marketing department organigram, and flow chart of planning.

1976-03 351 Projet de recherché Player’s Filter

5 page review of the “chacun son gout” slogan for Players against other concepts

1976-03-25 113 The effect of restrictions on current marketing and marketing in the future

Imperial Tobacco researcher, Anthony Kalhok, reports on Creative Research Group Findings (exhibit 113) to a BAT-wide marketing event.

1976-03-29 347 Du Maurier Research

4 page letter from The Creative Research Group to Jacques Woods discussing structure of research to evaluate du Mauriers perceived underperformance in some regions.

A case can be made for conducting Groups among (or including in the Groups) "potential" du Maurier smokers, say, those "young" smokers now smoking "competitive" brands (Belvedere, Export "A", Players, Rothmans, etc.). However, it seems to me that if what we are attempting to do is check out the current strategy then we could assume that whatever is most appealing to those young smokers who have recently been attracted to du Maurier is most likely to have the most beneficial impact on those young smokers who have yet to be attracted to du Maurier. In other words, I would be worried about tailoring du Maurier advertising strategy to the requirements of non du Maurier smokers since the great majority of these will never be attracted to du Maurier under the best of circumstances (I'm sure if you could attract only 10 % from the competitive franchise you would be more than happy)

1976-04-30 114 Smoking and health/social unacceptability

2 page memo from marketing department identifying the need to respond to concerns about health through communications.

We should focus specifically on:

1. The consumer research program (qualitative and quantitative) we will undertake to get a true perspective on the dimensions of the problem.

2. Existing communications opportunities for presenting to the smoker a vocabulary and concepts that will "shore up" his defenses in the pleasureful pursuit of his habit.

1976-05-06 113 The effect of restrictions on current marketing and marketing in the future

A 19 page think piece produced by ITL market head, Tony Kalhok and BAT PL Short. Identifies the need to reassure smokers

In order to create more effective promotional methods to counteract the social unacceptability of smoking, we must update our knowledge and understanding of the personality of the smoker and his basic needs and anxieties about the smoking habit. This work should , we believe, be undertaken in order to measure the effects of current anti-smoking pressures.

The marketing perspective should be broadened so as to include within its planned competitive activities, programmes which are .directed specifically towards maintaining the smoking habit at current levels, and if possible to increase those levels. We should not simply rest content with the traditional ‘role of marketing, which aims to increase market share at a profit within increasing constraints and prohibitions.

1976-05-06 115 The effect of restrictions on current marketing and marketing in the future

Documents from the Blais-Letourneau tobacco trials updated December 2014 7

Date Exhibit Notes

A 5 page memo from BAT’s PL Short in anticipation of the BAT meeting and the presentation of the paper (Exhibit 114) with BAT head Patrick Sheehy. Identifies key research policy questions:

Are there "optimum" levels of nicotine, in brief, which will enable us to maximise the number of cigarettes smoked per day, below which consumption will falloff? …

The second research category entails regular, ie. at least once yearly, social research amongst smokers and non-smokers to discover what resiliences, weaknesses, flash points, etc. exist in the relationship between them. This knowledge should be used to devise corrective measures in order to back up the smoker's position in society. …

1. Associated Companies should develop consumer activities in the marketplace in order to re-assure the smoker about the smoking habit. …

1976-05-10 116 No title

11 pages of minutes from a meeting at ITL to discuss how to respond to concerns about smoking and health, identifying the need for more aggressive public stance on smokers rights through the CTMC.

It was agreed that the anti-smoking pressures present a considerable threat to the Industry because they appear to be making smoking in public progressively less socially acceptable .

was agreed that there is a need for an Industry organization which will tackle the social acceptability problem and take action where it is advisable. It was felt that the U.S. tobacco institute or the former Canadian Cigar institute are viable models. We should also consider setting up the CTMC with the proper financial, people, and information resources to fulfill this need. …

There are a number of advertising ideas that might help us solve the smoking and health dilemma.

In our normal marketing activities, we are constantly aware of the smoking and health issue. Some of our campaigns are very effective in reinforcing the smoker's choice. The image campaigns being currently run for duMaurier Peter Jackson and Player's Filter, help to convey three of the basic reasons for smoking. Those reasons are, respectively, 'social acceptance, personal 'independence, and ·the pleasure of smoking.

1976-05-19 117 Chairmans Advisory Council Hot Springs

11 page minutes from an ITL meeting related to a BAT meeting on smoking and health (where Exhibit 114 was presented and discussed.) Outlines a strategy to increase social acceptability of smoking.

With the increasing weight of anti-smoking publicity jeopardizing the future of the industry in Canada, we recommend that the industry plan and implement a concerted program to counter adverse publicity.

Identifies the role of advertising in increasing smoking rates.

Increasing influences …. Sustaining or increasing volume of current cigarette advertising

Decreasing influences … prohibition of more or all cigarette advertising.

1976-05-20 118 Some probable questions and possible answers

Memo from DE Clark to AI Kalhok with ‘speaking notes’ on key smoking and health questions.

Some people feel that all tobacco product advertising should be abolished because children see the ads and therefore take up smoking. Once they are hooked, they cannot stop. Therefore, they are persuaded to start smoking before they are sufficiently developed intellectually to be able to properly evaluate the pros and cons of smoking.

We feel that the right to advertise our products is part of a basic right to freedom of speech. That freedom must not be tampered with in a democracy such as Canada unless there are extremely serious reasons to do so. With that freedom, there are certain obligations on our part…:

Documents from the Blais-Letourneau tobacco trials updated December 2014 8

Date Exhibit Notes

1976-06-11 164 Matinee special filter usage and attitude study

6 page findings from an ITL research projectx on Matinee Special Filter cigarettes in comparison with Special Filter. .

1976-08-03 123 Marketing in the 80s: a review of strategies related to smoking and health

12 page agenda of a BAT meeting in Chelwood. Reference to newly adopted policy of developing strategies which “are positive and explicit in the field of Smoking and Health.”

In consequence, to seek out all marketing opportunities which will reassure all classes of smokers that cigarette smoking can be pursued as a pleasurable and rewarding habit, with certain "safeguards" as required by those consumers needing them, with personal wherever these can be identified, and in situations which are regarded as socially acceptable by fair and reasonable men

1976-10-07 11 Michel Descoteaux reflects on Imperial Tobacco’s “Willingness to Challenge and be Challenged”

A word about addiction. For some reason, tobacco adversaries have not, as yet, paid too much attention to the addictiveness of smoking. This could become a very serious issue if someone attacked us on this front. We all know how difficult it is to quit smoking and I think we could be very vulnerable to such criticism.

I think we should study this subject in depth, with a view towards developing products that would provide the same satisfaction as today,s cigarettes without “enslaving” consumers.

(Kalhok puts a handwritten note on this last paragraph.

“Much of the satisfaction is in the effects of nicotine, i.e. would you pay $12 for 40oz of gin if it didn’t contain alcohol”

1976-10-22 122 Additional notes at Chelwood

Notes from a BAT session on nicotine

Dr. Green answered several questions. He first quoted the work by Russell and McKennell on smoking motivation and smoker typologies. Their findings indicate that roughly 60% of smokers in the U.K. are nicotine dependent and 40% are not nicotine dependent but rather are smoking for psychological or social reasons. (Incidentally, I don't think that Dr. Green would put such a sweeping generalization in writing.) He added that smokers can fall in different categories at different times and that there is only a small class of addictive smokers.

1976-10-22 124A 124

Concerning trip to Chelwood – marketing in the 80’s.

Notes from the Chelwood meeting.

1976-11-12 346V The Smoking Behaviour of Women. RD 1410

BAT internal research includes addiction as a factor of smoking, and finds that women score significantly higher than men on addictive smoking.

1976-12 140 Players filter research program 1976

7 page outline of research project on Player’s advertising. Shows Players Filter as a brand intended for young smokers.

BRANDPOSITIONALSTATEMENTS

'To position Player's filter as the brand with greatest relevant appeal to younger, modern smokers, by being part of a g desirable natural Iiifestyle.

1)By younger modern smokers, we mean those people ranging from starters of the smoking habit up to and through the seeking and setting of their independent adult lifestyles is the key to the brand's positioning, and the youthful emphasis is a psychological not a chronological one.

2) At a younger age, taste requirements and satisfaction in a cigarette are thought to

Documents from the Blais-Letourneau tobacco trials updated December 2014 9

Date Exhibit Notes

playa secondary role to the social requirements. Therefore taste, until a certain nicotine dependence has be en developed is somewhat less important than other things;

1977-01 511 36 Entrevues Trojan – test de produit 3 questions supplementaires

Handwritten notes by Woods discussing different meaning of “light/la plus faible” and “mild/douce”. Light means lower tar and nicotine and reduced harms to health. Mild refers to flavour and not necessarily reduced tar and nicotine.

1977-02-04 511A Small questionnaire concerning French advertising for Trojan la plus faible vs. la plus douce

Two page memo from Jacques Woods reflecting meanings for “faible” and “douce” (similar to handwritten note – exhibit 511).

1977-03-25 141 Players Family – a working Paper

70 page details on ITL’s advertising strategy, including timeline and budgets. Also includes detailed brand advertising objectives for Players Filter, target markets (heavy emphasis on youth).

Rationale

1) By young modern smokers, we mean those people ranging from starters of the smoking habit up to and through the seeking and setting of their independent adult lifestyle. Relevant lifestyle is the key to the brand's positioning, and the youthful emphasis is a psychological not a chronological one.

2) At a younger age, taste requirements and satisfaction in a cigarette are thought to play a secondary role to the social requirements. Therefore, taste, until a certain nicotine dependence has been developed, is somewhat less important than other things. Indeed strength of taste has not been a factor in the current creative strategy for Player's Filter. …

1977-06 130 1977 Segmentation of the French and English Speaking Canadian cigarette markets

161 page report on segmentation study and update of 1971 study, exploring views of Canadians on health and other issues.

The 1977 study has been expanded in scope along two principle dimensions. This segmentation analysis examines consumer wants and brand offerings separately within the French and English speaking Canadian cigarette markets. Further, this inform5ltion is examined both in light of motivating reasons for smoking and in light of increased health and social concerns regarding smoking. Also, as in the 1971 study, brand and type usage data~ and demographic and psychographic data is used to describe market segments.

1977-06 987.24;988 Continuous Marketing Assessment

SURVEY REPORT - »

1977-06-06 112B Marketing Structure

20 page memo from A Kalhok proposing reorganization of marketing department, providing organization chart of proposed new structure and describing core functions .

1977-09-08 301 A Projet jeunesse.

Handwritten notes by Jacques Woods outlining scope of a study of 16-17 year old smokers

1977-09-08 301 B Projet jeunesse

Letter written in French from Jacques Woods to Alain Olivier of Multi-Reso to further discussions on study of 16 year olds. He explains that the age of starting to smoke is decreasing beneath the age of their surveys.

(translation). We think that today’s smoker of 16 or 17 years of age already has a smoking history. Maybe he started smoking during, or even before, puberty and has already started to change brands for unknown reasons of brand image or product

Documents from the Blais-Letourneau tobacco trials updated December 2014 10

Date Exhibit Notes

characteristics

We want to know more about this group of smokers, to know more or less

Their start: at what age? For what reasons? What product? Why not another? Their sense of guilt? Influenced by family, social group or the opposite sex?

Their evolution: Did they change brands? If yes, from what to what and why? Their perception of cigarettes, of smoke, has it also changed?

Their current situation: What do they smoke? Why? What do they think of the smoking and health controversy?

Their short and long term future. Do they want to smoke forever? Do they want to reduce the strength of their cigarettes, the number they smoke? Etc.

1977-09-14 512 Sun French Study

Summary of study on Peter Jackson cigarettes. Notes that people with health concerns ignore the brand and proposes to launch milder versions.

1977-09-14 301 C No title

3 page memo. Multi-Reso replies to Jacques Woods letter (301B). Repeats similar scope of inquiry, but adds more dimensions (i.e. addiction, cost, family pressure, feelings about smoking).

1977-09-19 301 D Projet Jeunesse

1 page memo from Jacques Woods to his ITL colleagues informing them that focus group research on Projet Jeunesse had commenced.

1977-09 520-CRY3-R: Projet Jeunesse - Septembre 1977

1977-09-19 142 Project 16. CRY 4

15 page project proposal

It may be an oversimplification, but the single main objective of this study is to find out what the smoking young have in mind about smoking. This takes two aspects. One is their attitude about their own use of cigarettes, and the other their attitude about today's climate regarding tobacco use itself. In effect, the objectives of the study are the learning of the many things that are incorporated, within these aspects.

Within this, there are a number of specific attitudinal areas to probe. These include:

1.) How (and when) each respondent began smoking.

2.) The main influences- pro and con – that have been a. factor in their present use of cigarettes and their choice of brands.

3·) Why the "pro" outweigh the "con" (as is obviously the case since the respondents will all be smokers).

4.) Specific influences of school, peers, parents, siblings, the media, etc.

5·) Attitudes towards different brands (esp. traditional brands v.s. low-tar brands), and reaction to advertising test material.

Provides methodological overview (high school students aged 16 – 17).

1977-10-14 142 A Project 16 (English teenagers) .

1 page memo regarding scheduling of report findings.

1977-10-18 142B Project 16 (CRY 5)

Kwechansky consumer research firm probes the feelings of teenage Canadians.

Notes youth awareness of being ‘hooked’

"People who smoke think they're being looked down on … People who don't smoke

Documents from the Blais-Letourneau tobacco trials updated December 2014 11

Date Exhibit Notes

don't have a dependence like we do. They don't have to stand there with a crutch in their fingers: It's not like that but people sometimes think it is.”

Concludes with an acknowledgement of the role of addiction in maintaining tobacco market.

Smoking seems to feed on itself. The adolescent treats it as a thrill, a part of breaking away. The teen is "hooked", admits the risks, but smokes anyways. Barring a drastic shift in adolescent attitude, or drastic governmental action, smoking will be around for a long time to come. The cycle seems extremely difficult to break.

1977-11 349 Project RSM (Retail store merchandising

10 page report on the “perceived usefulness of various merchandising items as expressed by 55 members of the Marketing and Sales Division”

COUNTER DISPLAYS

1. Primary Objectives

- Create awareness of new brands.

- Promote impulse buying of new brands in a safe investment size (1 pack).

- Promote established brands in a favourable trend.

- Communicate any change in an existing brand .

2. Secondary Objectives

- To be a teaser for those who are trying to quit

but have difficulties.

- Give the final stroke to the smoker in the process of switching to another existing brand.

- That may be the only way to maintain full distribution since some stores don't bother to find a space on the shelf for some new brands.

1977-12-19 413 Project Sun III – Preliminary assessment

4 page report on research on redesign of package.

Sun may well be seen as the way a brand finally was able to get numbers-sensitive _smokers low enough in bar bub keeping them high enough in taste. Such a brand will probably elicit: from its users more than the usual amount of positive feeLings regarding both its newness and the smoker's wisdom in choosing it.

1978 987.12;988 Continuous Market Assessment (CMA) CANADIAN SMOKING HABITS VOLUME III--CIGARETTES Spring, 1978 - »

1978 987.13;988 Continuous Market Assessment CANADIAN SMOKING HABITS VOLUME II--CIGARETTES Spring, 1978 - » MRS4763.037 -

1978-01-16 304 Etude d’exploration qualitative de marché des jeunes fumeurs québecois (CRY 6)

Consumer study on teenage Quebecers reflects on ‘dependance’ (addiction/habituation)

Quelques particpants se refusent a considerer la cigarette comme un besoin indipensable. lIs sont la minorite mais une minorite assez nombreuse. lIs disent qu'ils peuvent tres facilement arreter de fumer s'ils le veulent. Les autres (la majorité) les contestent. lIs fument eux, parce que la cigarette, par l'habitude acquise est devenue un besoin. lIs se decrivent comme des dependants de cette drogue. lIs nient aux autres cette capacite de controle qui leur permettrait d'arreter aussi facilement qu'ils Ie disent.

[Some participants refused to consider the cigarette indispensable. They were in the minority, but a sizeable minority. They said they could easily quit whenever they wanted. The others (the majority) challenged that view. Those participants smoked because the cigarette through habitual use had become a need. They described themselves as addicts to the drug. They denied that the others could quit as easily as

Documents from the Blais-Letourneau tobacco trials updated December 2014 12

Date Exhibit Notes

was claimed.]

Ainsi donc, s'ils ont commence a fumer par curiosite et pour faire comme les autres, l'habitude a été vite acquise et cela est devenu un besoin qu’ils decrivent deja pour la plupart comme étant irresistible. lIs fument par besoin physique.

[That is, if they started smoking from curiosity and wanting to be like others, they quickly acquired the habit and it has become a need that most already describe as being irresistible. They smoke for physical needs.]

Le fumeur deviant un gars "pogne", un esclave, un dependant. Cela revient tres souvent dans les conversations.

[The smoker has become caught, a slave, an addict. This comes up often in conversations.]

…

La cigarette vs drogue vs dependance

S'il est une raison pour laquelle ils sont negatifs a l'endroit de la cigarette, c'est bien parce qu'elle agresse leur autonomie. S'il y a un theme qui serait efficace dans une campagne anti cigarette visant cette clientele, c'est bien celIe de la cigarette-esclavage. C'est la seule raison valable pour arreter de fumer. Leur reponse de fumeurs ici, c'est de dire qu'ils continuent justement parce qu'eux ne sont pas esclaves:

[The cigarette vs. drugs vs. addiction

If there is one reason they are negative towards cigarettes it’s because it diminishes their autonomy. If there was one theme which would be effective in an anti-smoking campaign directed towards this clientele, it would be about slavery to cigarettes. It is the only valid reason for quitting smoking.]

Plusieurs cependant sont lucides et percoivent avec regret leur dependance envers la cigarette. lIs reconnaissent qu'ils sont "pognes" par lacigarette et qu'ils ne peuvent s'en passer. lIs regrettent cela. C'est inacceptable. C'est l'argument Ie plus serieux et peut etre aussi Ie plus efficace pour les amener a tout au moins desirer arreter de furner.

[however many are clear and regret their dependence on cigarettes. They recognize that they have been captured by the cigarette and that they can’t escape. They regret it. It is unacceptable. It is the most serious argument and could also be the most effective way to get them to want to quit smoking.]

Le dilemme ici est le suivant et il est present chez plusieurs: fumer, sa prouve qu'on a pas peur pour sa sante mais par contre, c'est devenir esclave et ca c'est inacceptable. Tant que les campagnes anti-fumeurs miseront sur Ie danger pour la sante, il n'y a pas beaucoup de dangers pour l'industrie dans ce groupe d'age. Cependant, Ie jour ou l'argument sera celui de l'autonomie, de la volonte, de la liberte, les campagne risquent d'etre plus efficaces meme s'il est de fait difficile d'arreter de fumer.

[The following dilemma faces many: to smoke shows a lack of fear for ones health but on the other hand, it means slavery, which is unacceptable. As long as anti-smoking campaigns focus on health risks, there are few dangers for the industry with respect to this age group. However, the day when the argument is one of autonomy, freewill or liberties, such campaigns risk become effective, even if it has been made difficult to quit smoking.]

1978-01-24 301E No title

1 page cover letter from Alain Olivier to the Projet Jeunesse Report

1978-02-10 301 Resumé des faits saillants d’une étude explorative du marché des jeunes fumeurs de cigarette québecois. CRY7

25 page report on the results of the Projet Jeunesse – noting that young people have very negative views of cigarettes.

(translation).What is important to note is that from the beginning the majority are VERY NEGATIVE about the subject. They speak of cigarettes in negative terms.

Documents from the Blais-Letourneau tobacco trials updated December 2014 13

Date Exhibit Notes

Smoking is an epidemic.

They speak often about the smoking and heatlh controvery and a little about being addicted to cigarettes and the cost of smoking.

… Most sfirst try smoking before the age of 10 in secret in little groups..

… Regular smoking starts around 12-13 years of age, coinciding with going to high school.

.. Brands soon become very important. They give a personality to the smoker. This age group is looking to project the image of a real smoker. …

.. At the bottom of their attitudes towards smoking is guilt. Smoking is a constraint on their autonomy. It enslaves them.

…They exaggerate the popularity of smoking as if that makes them less guilty.

… The main reason for rejecting smoking is the restraint on one’s autonomy. That is the aspect of smoking that would justify quitting to most young people. This would be the most effective way of attacking smoking in this ages group.

Being a “slave” of smoking bothers them a lot and some avoid the issue by refusing to admit their slavery. They pretend to be able to quit at any time.

… The majority want to quit but most doubt that they will be able.

1978-02 987.4;988 Continuous Market Assessment Survey Report - » MRS4763.146 -

1978-03-17 159 Review of the tobacco industry

52 page business overview of the situation in 1977

1978-04 143 Smoking and Health: Low and High Health Concerned Smokers.

16 page report with a secondary analysis fo the 1977 segmentation study.

High concerned smokers are not really motivated to smoke and they are reluctant to smoke. Their life style and way of thinking are mainly opposed to smoking. Home life and exercise are priorities and they overcome the need to smoke.

- Basically, they are anti-smoking smokers •

Low concerned smokers are motivated to smoke and they need it. Their life style and way of thinking are mainly related to smoking. Anxiety and socializing are important factors to encourage them to smoke. "

- Basically, they are real smokers.

High health-concerned smokers are looking for a new mild product. They are open-minded towards modifications because it is the only way they can continue to "enjoy" smoking. Buying a mild product might decrease their post-purchase dissonance as they IIthink" they are getting mildness and getting closer to becoming non-smokers. If they appreciate the new product, they might continue to smoke!

1978-04-12 132 And 133

CAC III – attached list of 50 assumptions

Tony Kalhok replies to BAT and identifies the assumptions that “have the most important implications for the future of our tobacco business” as being

He identifies that the major problems will be regulations and pressure for social inacceptabiltiy. He says that the company must work to “stall the implementation” or “counteract their effects”.

1978-04-28 Legacy AG-32

Imperial Tobacco Limited, Media Plans – Project Trojan, Matinée Special Filter, Matine, Fiscal 1978

69 pages

http://legacy.library.ucsf.edu/tid/gzk70g00

Documents from the Blais-Letourneau tobacco trials updated December 2014 14

Date Exhibit Notes

1978-06 520-CRY8-R:

Etude qualitative de la réaction des jeunes devant un étalage de cigarettes conventionnel sur des tablettes arrière au point de vente

1978-07 987.50;988 Continuous Market Assessment IMASCO PROJECT CMA JULY 1978 - » MRS4763.151 -

1978-07-04 354 Players family creative study research brief

5 page memo regarding upcoming research on Players marketing.

1978-10-19 463 Peter Jackson extra light research

3 page review of market research showing that using a “lighter” background will make brands seem “milder”

1978-11-04 150 Productivity and organization in marketing

Tony Kalhok’s page proposal to restructure marketing, including analysis of the various functions of marketing groups.

1978-11-16 464 R2D2 Qualitative

4 page proposal for focus group research on options for lower tar brands to offer current smokers of Players Light or DuMaurier.

1978-11 987.23;988 Continuous Market Assessment IMASCO PROJECT CMA NOV 1978 - »

02/18/1979 987.11;988 Continuous Market Assessment IMASCO PROJECT CMA FEB 1979 - »

02/18/1979 987.10-2m;988 Continuous Market Assessment IMASCO PROJECT CMA FEB 1979 - »

06/23/1979 987.22;988 Continuous Market Assessment IMASCO PROJECT CMA JUNE 1979 - »

11/25/1979 987.5;988 Continuous Market Assessment IMASCO PROJECT CMA NOV 1979 - »

1979 520-CRY9-R:

Usage du tabac en milieu scolaire 1979

1979-02-02 355 Imperial Tobacco Omnibus Study (#918 C)

13 page cost estimate and summary of questions to be asked as par of CROP Omnibus. Proposes spending an additional amount to include interviews of 15 to 17 year olds.

1979-02-07 171 Project brief R2D2 – Project Pride

6 page overview of a design requirements for what would eventually be Players Extra Light.

Player*s III is a linear extension of the Player's family following Player's Light and designed primarily to anticipate the future milder needs of current Player's Light smokers and 3mokers of major 14 mg. regular length products. A small proportion of recent 14 mg. switchers to traditional low regular length brands may shift slightly back up in numbers for a more satisfying product .

1979-04-02 465 Project Pride

7 page outline of research needs for the brand that would become Players Extra Light.

1979-05-07 466 Cigarette Study

Questionnaire for study on advertisements of Players Light.

1979-06-06 467 467 A

No title

Cover memo and 12 page comment from ITL marketing employee regarding illustrations for Players advertising, with particular focus on health concerns of young smokers and their intentions to quit. Focuses on negative feedback about ads showing smoking in outdoor camping environments

Documents from the Blais-Letourneau tobacco trials updated December 2014 15

Date Exhibit Notes

1979-09-05 64 64A

Crop omnibus 79-2

Results of Omnibus study and cover memo noting that research on 15-17 year olds had been done under specific request.

This was done at the request of Michel Desc5teaux specifically to provide him with some quantitative data regarding peoples' attitudes to the effects of advertising, government legislation regarding smoking, etc. Michel felt that this information could be helpful in future discussions with government regarding "white papers" on the subject of smoking.

Results include:

37% of age 15-19 think that advertising influences their decision to smoke (feelings of beign influenced decrease as people get older).

13% of young people felt that advertising influenced them in their decision to smoke.

Young people are more likely to say they would quit if higher tar brands of cigarettes were banned.

Results of Omnibus study and cover memo noting that research on 15-17 year olds had been done under specific request.

1980-08-21 468 Du Maurier advertising

7 page research brief for du Maurier – describes marketing and image values for which du Maurier brand was designed

02/23/1980 987.6;988 Continuous Market Assessment CMA report

IMASCO PROJECT CMA FEB 1980 - » MRS4763.143 -

1980 295 Fiscal 1980 Marketing Objectives (exhibit AG-52)

39 page marketing objectives

1980-03-31 Legacy AG-34

Five year cigarette forecast

138 page analysis and datatables of factors influencing sales.

http://legacy.library.ucsf.edu/tid/ezk70g00

1980-10 299 Marketing vs Smoking/Health Issues

71 page paper presented to BAT conference by ITL. Provides detailed overview of Canadian political structure, demographics and tobacco marketing.

1982 300 81 National Media Plan

This 81 page report was exhibit AG-233 in one of the constitutional challenge cases. It provides detailed budget breakdowns, including regional and linguistic media strategies.

Players Filter.

This brand will continue to be the number one thrust brand in French language advertising. Advertising emphasis will be strong throughout the year and directed at young males with the emphasis on male teens. We will achieve 85% reach of the target group with an average frequency of 24 with the PMB publications and added to that will be Superboards and Metro advertising.

1979 526-R: Publicité (advertising) 1982

10/28/1982 987.37;988 Continuous Market Assessment MQ291 CANADIAN FACTS - »

11/26/1982 987.36;988 Continuous Market Assessment MQ291 CANADIAN FACTS - »

1982-03-19 302 Recommendations to VP marketing for launching player’s extra light in Quebec and Memo to Export A Mild.

Documents from the Blais-Letourneau tobacco trials updated December 2014 16

Date Exhibit Notes

2. the in-store environment is bound to become an increasingly important element in our marketing activities (maybe the last available thing left one day),

3. the new brand awareness generated by in-store environment has historically been the highest cited source by consumers (source of first awareness),

1982-04-01 306 Les jeunes face a la cigarette; exploration qualitative de leurs comportemetns et de leurs attitudes. CRY 10

(Young people and cigarettes : a qualitative exploration of their behaviour and their attitudes).

Focus groups on 69 young smokers and former smokers aged between 16 and 24 years.

Parmi les 51 fumeurs rencontres, 42 ont deja tente d'arreter de fumer. Ils ont vecu cette experience pour des periodes plus ou moins longues. Sauf quatre (4) fumeurs plus ages de Rimouski et deux (2) debutants de Montreal, tous souhaitent un jour arreter. Plusieurs envisagent de passer a 1'acte tres bientot. Pour d'autres, il s'agit d'une eventualite plus lointaine.

Les fumeurs definissent en majorite cette experience comme etant tres penible. Ce fut 1'occasion pour eux de contester qu'ils etaient pognes alors qu'ils croyaient pouvoir arreter des qu'ils le voudraient. Ceux-la rient beaucoup des debutants qui presqu'invariablement pretendent qu'ils pourraient arreter n'importe quand.

"Moi je peux arreter n' importe quand".

"Ouais, ouais, fais le done pour voir".

"Moi j'ai deja essaye pour voir et je sais que je pourrais arreter

quand je voudrai".

"Ouais, on dit ga".

"Pourquoi tu ne le fais pas?"

"C' est plus facile a dire qu'a faire".

[Among the 51 smokers we met, 42 had already tried to quit smoking. They were successful for varying lengths. Except for 4 older smokers in Rimousky and 2 new smokers in Montreal, all hoped one day to quit. Many thought they would do so quite soon. Others saw it further down the road.

Most smokers described the experience as being horrible. It was a moment of realization that they were trapped even as they had thought they could quit if they wanted. Those laughed at starters who almost invariably maintained they could quit whenever they wanted.

“Me – I can quit whenever I want” “Yeah, yeah, try it and see.”

“Me, I already tried to see if I could and I know that I could quit if I wanted to.” “Yeah, that’s what people say.”

“Why don’t you do it” “It’s easier to say than to do”

1982-05-07 305 Project Plus/Minus (CRY 11).

Former ITL employee,

Starters no longer disbelieve the dangers of smoking, but they almost universally assume these risks will not apply to themselves because they will not become addicted.

6) Once addiction does take place, it becomes necessary for the smoker to make peace with the accepted hazards. This is done by a wide range of rationalizations …

While starters no longer reject the health issue, what nearly all still reject is that smoking is addictive. Most starters intend to smoke just a few, just for a lark. With such an intention in mind, and given that the hazards of smoking are perceived as coming about because of long term heavy use, it s small wonder that the risk is

Documents from the Blais-Letourneau tobacco trials updated December 2014 17

Date Exhibit Notes

ignored. Health problems couldn't happen to them, only to those who get hooked….

Thus we have a pattern that shows how and why the health hazards do not really enter into the decision to start. It's no longer because they are sincerely disbelieved (shows of rebellious bravado aside), but because they are assumed as not applicable to the person who won't become addicted. But addicted they do indeed become …what then? …

However, confronted by an addiction that's difficult to break and also by the hazard of not breaking it, the young smoker (and probably the not-so-young too) has no choice but to somehow play down this conflict by whatever convenient ploy that works.

Efforts to cut down were said to be largely futile. By many having tried to do so, it was found to be more difficult than to quit outright. light cigarettes aren't much of an answer either, as will be dealt with later in this report. So, many had tried to break the habit, especially among the girls, and that includes respondents in the younger groups equally as much as in the older ones.

Once there is acceptance that addiction has taken place, thoughts of quitting most often follow, and that's apparently now as true at sixteen as it is at 20 or 25. This is an apparent departure from Project Sixteen, where the view was less common. However, the would-be quitter quickly discovers that the smoking habit doesn't go away as easily as it comes. Indeed, some say they don't even try, resigned to the feeling that they would not succeed….

Recidivism has several causes. One is simply deciding that the pangs of quitting aren't worth it. Another is the belief that after a few weeks off cigarettes, one could begin again to smoke ‘just a few', perhaps with drinks, and not become re-addicted. How anyone can actually delude themselves this way, having already found out when they began smoking that this is an illusion, is testimony to the amazing human ability to rationalize about anything. This 'just a few' business is actually a surrender to addiction while trying to save face for an interim period, to pretend to oneself and to others that addiction is no longer present, which is nonsense. And for a few, a moment of acute stress caused them to return to smoking.

1982-06-03 Legacy Project Crawford: Phase I: 7 Group Discussions

http://legacy.library.ucsf.edu/tid/raf36a99

1982-06-17 284 Project Plus Minus

4 page overview of study.

OBJECTIVES

- To DEVELOP AND UPDATE OUR UNDERSTANDING OF THE YOUNG SEGMENT (I.E. UNDER 25 YEARS OLD) OF OUR MARKET.

SPECIFICALLY:'

I. ASSESS THE IMPORTANCE OF CHANGE IN CONSUMERS STARTING AND QUITTING BEHAVIORAL RESPONSES;

2. EXPLORE, ASSESS, AND REPORT EXISTING TRENDS IN THE MARKET PLACE OCCURING FOR THE UNDER 25 YEAR OLD SEGMENT;

3. IDENTIFY AND DEFINE CURRENT BEHAVIORS AND ATTITUDES TOWARDS SMOKING. TRADEMARKS, PRICEJ HEALTH AND SOCIAL ISSUES, QUITTING, MILD BRANDS;

4. IDENTIFY DIFFERENCES BETWEEN YOUNG STARTERS VERSUS SWITCHERS;

5. EXPLORE AND ELABORATE KEY DYNAMICS OPERATING IN QUITTERS PRIOR TO THEIR ACTUAL QUITTING.

1982-09-00 Legacy Project Crawford: Phase III: 6 Group Discussions

http://legacy.library.ucsf.edu/tid/saf36a99

1982-09-10 469 Brand Logos and Symbols

Documents from the Blais-Letourneau tobacco trials updated December 2014 18

Date Exhibit Notes

3 page memo on extending use of trademarks to non-cigarette brands.

1982-12 352 Project Erie Position Paper No. 1

24 page analysis of potential of a cigarette that combined Virginia and burley blends.

08/06/1983 987.49;988

Continuous Market Assessment MH508 CANADIAN FACTS - »

1983 308 Objectives Highlights

19 page review of some marketing projects related to US blend tobacco

To create a new market segment that combines the elements of Canadian/American product or taste, and Canadian/American information, aided by imagery. This segment will be differentiated from the principally uni-taste Canadian market place.

1983-06-09 987.49; 988 MH508 CANADIAN FACTS

1983-10 470 Source Ted Bates – Low Tar Advtg – selected markets 1981

1983-09-26 471 No title

Letter from Jacques Woods to Brown and Williamson discussing “ruggedness” and “masculinity” and different measurements in the US and Canada.

1983-11 314 A new way of looking at project Crawford

Handwritten memo from Project Crawford Group to colleagues at ITL marketing. (Project Crawford was related to menthol or menthol like new products)

Reflects on the true success of lights “Lighter than before became ‘light’ “), and the need for a new analysis of addressing smokers dissatisfactions, including cosmetically cleaner cigarettes.

“Fresh Lights” A cleaner tasting cigarette”

1983-11-10 292-85 Marketing plans

This 13 page document was previously exhibit AG-36 in one of the constitutional trials.

We have frequently discussed the problems that our media-restricted, C.T.M.c.-controlled environment 'cause in terms of effectively communicating with smokers, especially· young smokers. The situation will likely get worse in the future. …

What we are talking about is having our imagery reach those difficult to reach, non-reading young people that frequent malls in an impactful , ,involving first-class way that makes them, us, mall managers., etc. happy.

1984-01 353 Project Erie

12 page advertising brief for Players Special Blend – reviews the result of the brand launch and prepares for launch of light extension.

1984-1 472 PSB Status

2 page overview of sales and use of Players Special Blend. Acknowledges awareness that real smoking is different than measured yields

Many people (including me) have developed the feeling that P.S.B.'s product at an actual 14 mg level was delivering much more than its number suggests when smoked on an extended basis in real market conditions. Yes Mark Lovell said in his presentation that P.S.B. was perceived to be between P.L.F. and P.Pl. and definitely stronger than Export A green among users of this opposition brand, although he did not write it down. (To be followed)

1984-02-02 473 No title

1 page memo on Project Stereo – and the need to keep Players targeted at ‘young males’.

project Stereo is a global reflection exercise on the masculine stereotype in cigarette

Documents from the Blais-Letourneau tobacco trials updated December 2014 19

Date Exhibit Notes

advertising.

1984-03-23 474 Project Lotus

6 page advertising brief for Players Special Blend Light

1984-11-20 267 Memo to Wayne Knox

This 18 page memo from Robert Bexon to his marketing department colleague, Wayne Knox looks at the future of tobacco use in Canada and recommends way to maintain sales.

In the domestic environment - ensuring future viability for the tobacco industry involves "fixing" two areas - maintaining our current franchise as buyers of our products and creating new users. There are other strategies. These two predominate ….

Objective

To ensure that the incidence of use of tobacco products is higher in the Canadian population than would be the case if we did nothing. (For number fans, I think we could even get a number.)

Strategies

1. Moderate the perceptions of smoking and smokers to a situation where they are more conducive to continued tobacco use.

2. Develop and introduce new products that can act as an acceptable alternative to both cigarettes and quitting .

3. Initiate projects to insure the continued uptake of tobacco products by young Canadians.

A brief but not exhaustive review of each area, and a plan of attack for next steps, follow.

1986 520-CRY14-: Publicité 1986

1986 520-CRY17-: Les jeunes et la cigarette - 1986

1986-12-15 523 CMA and Monthly Monitor

4 page outline of major survey tools and costs (with redactions)

1987 520-CRY24-R:

Etude du marché francophone des jeunes de 18 à 25 ans - 1987

1987 292-87 Consumer Research Plans – 1987

This 130 page document provides details on upcoming consumer research , including budgets and purpose. It includesa plan for research on young Canadians that would be continued for at least four cycles.

Currently, there exists no on-going research available to Imperial Tobacco that looks specifically at youth lifestyles' values and attitudes. In an attempt to fill this gap, we have joined forces with Labatt Breweries and Creative Research to develop a research methodology whose major objective would be to identify meaningful lifestyle parameters of young Canadians (what turns them on). This study would ultimately become available to other companies through syndication, with Labatt's and Imperial retaining exclusivity in their respective industries.

1987 309

Also 520-cry27

Youth target study 87 – detailed tabulations CRY27

This 158 page document provides data from a quantitative survey, with age groups 15-17, 18-21 and 22-24. Topics covered include: smoking, cigarette consumption, usual brand of cigarettes smoked, agreement with statements regarding marijuana, smoking bans, second hand smoke harms, public attitudes, interest in sports that are subject of sponsorship (motor racing, tennis, golf, etc etc.

Documents from the Blais-Letourneau tobacco trials updated December 2014 20

Date Exhibit Notes

1987 Legacy ITL-720

Youth Target 1987

YOUTH TARGET 1987 is the first of a planned series of research studies into the lifestyles and value systems of young men and women in the 15 - 24 age range . As such, it represents the benchmark against which changes or trends will be identified .

http://legacy.library.ucsf.edu/tid/cxm70g00

1987-06-02 310 Du Maurier extra light assessment all Canada

7 page report on use of du Maurier Extra Light post launch. (from CMA)

1987-06 292-88 A 292-88

1

1988 Plans, June 1987 – Marketing Plan F 88

These are two versions of the marketing plans for 1988 (one is 88 pages long, the other is 104 pages long). They provide the overall strategies of the company, and detailed brand strategies. Included in its marketing philosophy is the goal to:

Support the continued social acceptability of smoking through industry and/or corporate actions (e.g. product quality, positive lifestyle advertising, selective field activities and marketing: public relations programs)

Importance of young people is stressed. (this quote was popularized after the document became public as a result of the Tobacco Products Control Act)

If the last ten years have taught us anything, it is that the industry is dominated by the companies who respond most effectively to the needs of younger smokers. Our efforts on these brands will remain on maintainingtheir relevance to smokers in these younger groups in spite of the share performance they may develop among older smokers.

1988 988 CMA master questionnaire

1988 525 Sample of survey used by Monthly Monitor

1988 Legacy AG-51

1 page statement of ITL marketing philosophy

http://legacy.library.ucsf.edu/tid/ffk70g00

1988 520-cry30

Tracking Study (CRY 30)

79 page report of study by Creative Research Group “prepared for Imperial Tobacco Limited”. D-90 from constitutional trial.

THE 1988 TRACKING STUDY is the second of a planned series of research studies into the lifestyles and value systems of young men and women in the 13 to 24 age range. A benchmark was established in 1987 against which changes or trends will be identified.

Also available at Legacy – D90 - http://legacy.library.ucsf.edu/tid/lon70g00

1988-05-26 Legacy D-221

Project Spur, Preliminary Qualitative Investigation, Final Report, ITL, May 26, 1988

Study of decline in use of Players Extra Light

http://legacy.library.ucsf.edu/tid/bzn70g00

1988-06 Legacy Project Day – Exploratory Phase. DA1

23 page report conducted by Creative Research Group for Imperial Tobacco.

http://legacy.library.ucsf.edu/tid/uek70g00

1988-06 Legacy Project Day – discussion guide

44 page report conducted by Creative Research Group for Imperial Tobacco.

http://legacy.library.ucsf.edu/tid/jfi94a99

1988-06-21 370 Project Day

Documents from the Blais-Letourneau tobacco trials updated December 2014 21

Date Exhibit Notes

23 page review of marketing initiative to “explore potential alternatives to sconventional cigarettes that credibly offer the elements of traditional tobacco pleasure with a greater level of “safety” “

The single largest issue which is expressed by our consumers is their concern toward smoking and the perceived harm to their health. There is no direct evidence that causally associates smoking with a myriad of predominently cancer related diseases. However, the belief is so widely held amongst smokers, and non-smokers alike, that it represents an enormous marketing opportunity to secure competitive share for any company that provides a viable solution .

…

1988-09 Legacy ITL-319

Project Pampers Qualitatives Study Report dated August 1988 (ITL-319)

39 page report on consumer research on packages with proposed 30% health warnings.

http://legacy.library.ucsf.edu/tid/orm70g00

1988-11-09 520-cry30 and 520-cry32

A Review of ITL Brand Strategies, November 1998 - Prepared for Imperial Tobacco (CRY 32)

71 page document applies demographic profile from Youth Target to propose brand strategies for Imperial Tobacco

Also Exhibit 215 from c-71 constitutional trial. http://legacy.library.ucsf.edu/tid/hzn70g00

1989 327 1908-1919

288 page review of trademarks of Canadian brands made by Imperial Tobacco. Reviews corporate marketing history from 1908 to mid 1980s.

1989 Legacy ITL-431 D-222

Marketing Plan 1989

98 page review of marketing landscape, brand strategies and marketing approach.

http://legacy.library.ucsf.edu/tid/azn70g00

1989-03-08 315 Under 5 mg segment

A 6 page review written by Ed Ricard for Bob Bexon about the “ultra-low” marketing in Canada.

The growing concerns over health coupled with the proliferation of brands in this area of the market fueled strong growth for this segment to 7.8% of the market by 1980. Since that time, however, the segment has shown only slow growth and now represents 8.5% of total sales and is expected to remain relatively stable at that level .

The segment is considerably more female and older in profile than the general smoking population. These smokers also tend to be more educated than the typical smoker (Table II).

Total movement into the segment has stabilized in recent years and now represents approximately 0.9 share points per year. 50% of the switching into this segment comes from mid-tar delivery brands (8-12 mg), 25% from high tar delivery (13+ mg) while the remaining 25% represents movement within under 5 mg brands.

The idea that milder cigarettes are "safer" is no longer as prevalent as it once was.

In 1981, 1 in 3 smokers had attempted to switch to a milder brand in response to health concerns, while in 1988 that level was only 1 in 5.

…

In short, "low TIN products allow consumers to continue to smoke under social duress. As a category, low-tar brands are seen as a means to yield to health considerations, social pressures and personal guilt feeling." (Eli Seggev, Project Eli, July 1982).

1989-12-06 Legacy D-180 ITL-421

Various documents related to “Project Spur”

Exhibit JPB-62/ITL-421 from C-71 constitutional trial

400 page assembly of material, including research by Creative Research Group .

Determine how cigarettes are segmented in absence of brand identification -- what

Documents from the Blais-Letourneau tobacco trials updated December 2014 22

Date Exhibit Notes

are the relevant dimensions for segmentation ?

• Understand the underlying tastes and preferences of today's young smokers -- identify key demographic and/or strength segments .

Measure how Player's and direct competition respond to tastes and preferences of today's young smokers -- if necessary, determine direction and magnitude of any necessary improvements .

• Evaluate whether young smokers can perceive trademark families' consistencies or discrepancies across tar levels -- if so . can these explain preferences .?

http://legacy.library.ucsf.edu/tid/kxm70g00

see also: D-180: http://legacy.library.ucsf.edu/tid/vao70g00

1990 520 – CRY37

3N CRY 36

107 page report Research by Creative Research Group, Exhibit D-91 in C-71 trial.

3N 1990 is the fourth of a series of research studies into the lifestyle and value systems of 13 to 24 year old Canadians. The first wave was conducted in 1987 among 15 to 24 year olds. In 1988, the sample was expanded to include 13 and 14 year olds. It has been repeated annually since then.

Legacy http://legacy.library.ucsf.edu/tid/kon70g00

1990-04 Legacy ITL-592

Annual Tobacco Industry Review 1989 (ITL-592)

26 pages

http://legacy.library.ucsf.edu/tid/irm70g00

1990-09-12 269 15’s strategic rational

2 page memo regarding packages of 15 cigarettes.

15's have been growing since their introduction to the Canadian market in June 1986 and now represent 2.3% of total tailor-made sales .

Although 15's do not seem to be directly impacting on our overall share performance, it is critical that we expand our presence within 15's for the following reasons:

1990-09-22 Legacy D-98

Product Development Conference Montreal, Canada

50 page agenda and meeting report on priorities for various product and market research projects

http://legacy.library.ucsf.edu/tid/don70g00

1991 292-91 1991 Marketing plans (P50).

94 page review of ITL’s brand management strategy. Previously seen in constitutional challenges.

1991 Legacy 3N CRY 38

106 page report Research by Creative Research Group, Exhibit D-93 in C-71 trial.

3N 1991 is the fifth of a series of research studies into the lifestyle and value systems of 13 to 24 year old Canadians. The first wave was conducted in 1987 among 15 to 24 year olds. In 1988, the sample was expanded to include 13 and 14 year olds. It has been repeated annually since then.

http://legacy.library.ucsf.edu/tid/ion70g00

1991 Legacy ITL-215

1991 Ontario Sales Plan

48 page detailed marketing plan for the region.

http://legacy.library.ucsf.edu/tid/iym70g00

1991-03-12 270 1991 priorities

Documents from the Blais-Letourneau tobacco trials updated December 2014 23

Date Exhibit Notes

4 page memo from Ed Ricard regarding response to tax increase.

1) There will be an increase in demand for lower priced options - RYO - particularly lower weight options - 15's

- Duty free + export

1991-95 1179 Broadstrokes – planning document.

Analyzes impact of government regulations and social and environmental shifts.

50 pages

1991-08 Legacy D179

Switching Analysis, August 1991

59 pages

http://legacy.library.ucsf.edu/tid/wao70g00

1991-12 63 The Canadian Market at a Glance

1992 520 – cry 41

Legacy

3N CRY 41

111 page report Research by Creative Research Group, Exhibit D-94 in C-71 trial.

Youth Target 1992 is the sixth of a series of research studies into the lifestyle and value systems of 13 to 24 year old Canadians. The first wave was conducted in 1987 among 15 to 24 year olds. In 1988, the sample was expanded to include 13 and 14 year olds. It has been repeated annually since then.

Also available at Legacy http://legacy.library.ucsf.edu/tid/hon70g00

1992? Legacy ITL-266

ITL-266: Presentation of market analysis (N. Granitz)

39 page review of desired product characteristics. Exhibit from C-71 constitutional trial.

http://legacy.library.ucsf.edu/tid/jym70g00

continued at: http://legacy.library.ucsf.edu/tid/kym70g00

1992 Legacy D-196 ITL--176

Sponsorships Communications Plans 1992 ITL (ITL 176)

216 page

IDENTIFY AND UNDERSTAND MEANINGFUL MARKET SEGMENTS AND ENSURE WE ARE PRESENTED IN EACH IN A MEANINGFUL WAY.

MAINTAIN CLEAR DISTINCT BRAND AND TRADEMARK IMAGES WITH PARTICULAR EMPHASIS ON RELEVANCE TO YOUNGER SMOKERS.

PROVIDE FOR THE STRATEGIC POSITIONING OF TRADEMARK FAMILIES WITHIN THE MAINSTREAM OF MARKET FLOW.

Assure a competitive edge in product quality.

ENSURE I.T.L. DOMINANCE OF AVAILABLE COMMUNICATIONS CHANNELS.

MAXIMIZE THE USE OF CREATIVE REINFORCING TRADEMARK IMAGE WHEREVER POSSIBLE.

Ensure optimum distribution (including U.S. Duty free and U.S. Duty paid) and inventory for all brands/product

ASSESS, UNDERSTAND AND THEN RESPOND QUICKLY AND AGGRESSIVELY TO OPPOSITION ENTRIES, IF NECESSARY.

Neutralize on-going price activity where it is not associated with propositions acceptable to both smokers and manufacturer.

IMPROVE OUR UNDERSTANDING OF THE KEY PUBLIC ISSUES SURROUNDING THE HEALTH, SOCIAL AND PRICE ARENAS FROM A CONSUMER POINT OF VIEW.

Documents from the Blais-Letourneau tobacco trials updated December 2014 24

Date Exhibit Notes

http://legacy.library.ucsf.edu/tid/dao70g00

1992-04-01 324 No Title (Tennyson speech)

33 page speech to IMASCO on Canadian tobacco history, advertising, value of trademarks, government relations, and innovation to tobacco

OF COURSE, TRADE MARK VALUES DO NOT APPEAR ON BALANCE SHEETS BECAUSE THEY HAVE NO INHERENT VALUE. . . IN THEMSELVES; THEY ARE VALUELESS.

THEIR VALUE CAN ONLY BE EXPRESSED IN ONE FORM: THE EXTENT TO WHICH THEY INSPIRE CONFIDENCE IN THE MINDS OF THE CONSUMING PUBLIC.

AND THEIR ONGOING VALUE DEPENDS ON THE EXTENT TO WHICH THEY CAN INSPIRE ONGOING CONFIDENCE.

IN OUR CONSUMER RESEARCH ON NO-NAME (GENERIC) CIGARETTES, ONE WOMAN EXPRESSED IT BEST: "I WON'T BUY THOSE", SHE SAID, "BECAUSE THERE IS NOTHING TO TRUST. "

….

AS OUR ADVERTISING, UNDER DURESS FROM GOVERNMENT, DISAPPEARED FROM TELEVISION AND RADIO, THE COMPANY HAD TO FIND NEW AND ACCEPTABLE WAYS OF GETTING BACK ON THE AIRWAVES. CONSEQUENTLY, THE COMPANY EMBARKED ON A VERY SELECTIVE BUT INTENSIVE SPONSORSHIP PROGRAM:

OVER THE YEARS, AS THESE EVENTS UNFOLDED IN QUALITY, SIZE AND PRESTIGE, IMPERIAL TOBACCO HAS MANAGED TO MAINTAIN A CONSISTENT PRESENCE ON TELEVISION WHICH IS UNEQUALLED BY ANY OTHER TOBACCO COMPANY IN NORTH AMERICA.

…

WE CONTINUE TO PROBE AND UNCOVER NEW CONSUMER NEEDS AND TO SEEK OUT INNOVATIVE CONCEPTS. MANY WILL NOT SEE THE LIGHT OF DAY, OTHERS WILL BE INTRODUCED. MORE THAN TWENTY SUCH CONCEPTIONAL PROJECTS ARE NOW ON THE DRAWING BOARDS AT IMPERIAL TOBACCO.

1992-04-16 Legacy ITL-061

Sponsorship agreements

41 pages at: http://legacy.library.ucsf.edu/tid/oym70g00

191 pages at: http://legacy.library.ucsf.edu/tid/pym70g00

1993 Legacy ITL179

1993 Communications plans

110 pages (part 2) http://legacy.library.ucsf.edu/tid/bao70g00

137 pages (part 1) http://legacy.library.ucsf.edu/tid/cao70g00

1993 Legacy ITL-059

Contracts with sponsored agencies

252 pages of contracts with sponsored groups, especially indy driving.

http://legacy.library.ucsf.edu/tid/qym70g00

1993-01-28 Legacy D-87 ITL-296

Forecasts for 1992-1997

36 page forecasts of sales, and factors that will influence. Discusses influence of smuggling at length

http://legacy.library.ucsf.edu/tid/hjo70g00

1993-02 326 Strategic choices

7 page agenda for planning session on marketing and government relations, including sessions on

Improving our political influence

Reducing influence of our adversaries

Documents from the Blais-Letourneau tobacco trials updated December 2014 25

Date Exhibit Notes

1993-0100 Legacy ITL-295

Tobacco market update

Pressures that cause change

1. LEGISLATIV E 2. SOCIAL 3. HEALTH 4. DEMOGRAPHI C 5. TAX/PRIC E 6. ECONOMIC 7COMPETITIVE REACTION TO THE ABOVE

. http://legacy.library.ucsf.edu/tid/gym70g00

1993-02-06 Legacy ITL-208

Informetrica – Smoking Trends

18 page report on smoking trends, per capita consumption and adjustments for contraband.

http://legacy.library.ucsf.edu/tid/hym70g00

1993-04 Legacy ITL-439

Broad Strokes

39 page strategic reflection on ways to adjust to changed business environment, especially smuggling. .

http://legacy.library.ucsf.edu/tid/ijo70g00

1994-03-04 Legacy D-173

Competitor Analysis

86 pages

http://legacy.library.ucsf.edu/tid/dfn70g00

1994-03-16 Legacy ITL-546

Project Tomahawk – concept development

55 page report

This report presents the results of the first wave of research on Project Tomahawk among Francophone smokers in Montreal. T^fcTomahawk initiative is an effort to develop a full strength, high taste level cigarette with low irritation, which has been identified as an unmet need for a significant proportion of smokers through benefit segmentation studies.

http://legacy.library.ucsf.edu/tid/kyn70g00

1994-04-25 Legacy Market Update dated April 25, 1994

11 pages

http://legacy.library.ucsf.edu/tid/gjo70g00

1994-08-29 325 10 page memo to BAT from ITL head Don Brown with overview of market share in Canada.

1994-10-18 311 ITL’s performance statement

A 5-page review of sales data, and the factors to which changes are attributed.

lTL's better than anticipated performance to date in 1994 is a result of four significant trends within the marketplace:

• 1) An increase in incidence of smoking (the percentage of Canadians aged 15 and over who claim to smoke), as measured by the government of Canada and our own independent surveys.

This increase in incidence is the result of a combination of the following factors:

1~ Starting is increasing.

2 ~ Short term quitting is down in 1994.

3 ~ Long term quitting is declining.

Documents from the Blais-Letourneau tobacco trials updated December 2014 26

Date Exhibit Notes

4 ~ "Restarting" appears to be occuring.

1994- Legacy ITL-120

Project lexus (du maurier)

252 page package of marketing research documents related to du Maurier positioning

http://legacy.library.ucsf.edu/tid/nrm70g00

1994 and later Legacy ITL-261

Planning forecasts

383 pages of planning forecasts, with factors influencing trends (including smuggling). Notes that more y oung people are starting to smoke and that fewer are quitting.

The lessened negativity around smoking is evident among young smokers especially. Those people in Generation X (18-30 years old) and Generation Y (13-19years old ) have and are growing up in a time of unprecedented social problems . Issues such as high crime rates, divorce, AIDS and poor education are much higher on these .peoples' agenda than is smoking . They simply have; more important things to worry about.

Additionally, these people are not terribly idealistic or positive about the world in which they live or their future . Given ths outlook, the positive benefits of smoking outweigh the negative, helping to create . an environment in which smoking is becoming less of an evil than it used to be (or indeed than it may still be for their parent's generation)

http://legacy.library.ucsf.edu/tid/vym70g00

1995 Legacy ITL-119

Project Lexus

266 pages of marketing information related to du Maurier research, repositioning, legal identities, detailed budgets and cost/revenue forecasts.

http://legacy.library.ucsf.edu/tid/bym70g00

1995-01 Legacy ITL-441 D-176

Trademark Strategies and Projects, 1995, Market Strategy and Development

52 pages

http://legacy.library.ucsf.edu/tid/afn70g00

1995-02-06 296 Code for age groups used in ITL research.

1995-02-20 Legacy ITL-189

Player’s Ltd. Racing 1995 - Public Relations Program (revised February 20, 1995) (ITL 189)

91 pages

http://legacy.library.ucsf.edu/tid/zzn70g00

1995-05-19 Legacy ITL-064

Project Benn II Pricing Research

41 pages

The objective of the present research is to obtain information in orde r to aid in the development of a plan to compete in a price-segmented tailor-made and fine cut market .

http://legacy.library.ucsf.edu/tid/mym70g00

1995-06-09 316 Review of marketing surveys and questions asked in them.

1995-06 Legacy ITL-442

Planning document 1996 - Market Strategy and Development - June 1995)

62 pages

http://legacy.library.ucsf.edu/tid/eym70g00

1995-11-27 Legacy ITL-159

Lexus packaging qualitative study report, dated November 1995

45 pages

http://legacy.library.ucsf.edu/tid/mrm70g00

Documents from the Blais-Letourneau tobacco trials updated December 2014 27

Date Exhibit Notes

1996 Legacy ITL-117

Project Ritchie (John Player’s Special), Presentations, 1995-1996

52 pages

http://legacy.library.ucsf.edu/tid/xxm70g00

1996 Legacy ITL-066/

1996 Communications Plans

135 pages

http://legacy.library.ucsf.edu/tid/fym70g00

1996 Legacy Report on Imperial Brands Ltd. containing Communications Plan Overview Research Findings (ITL-069)

31 page (strategy to market through brand extensions?)

http://legacy.library.ucsf.edu/tid/vxm70g00

1996-03-31 318 Project renaissance (successor to Project Viking)

31 page powerpoint slides

Background of Project Renaissance

Objective : acquire, understand and track, on an ongoing basis, attitudes and issues surrounding smoking amongst smokers 19 years and older

Three quantitative studies in 1986, 1988 and 1991 (known as Viking Study)

Personal in-home interviews with 1000 respondents

National Study.

Since 1992, no other study has been done to the extent of the old Viking Study

Consistent information is needed in order to be able to compare what is different than before

Tobacco industry is heading into a period of significant change. Therefore, there is a need to confirm information that old project Viking presented.

1996-04-00 Legacy ITL-778

Preliminary Document – 1997 marketing plan

54 page marketing strategy

The striking down of the TPCA, and the subsequent development of a CTMC Voluntary Code has once again altered the rules by which we conduct business .

As always, we must optimize our competitive opportunities in the new environment, and undertake activities i of just because we can, but because there is a consumer and competitive benefit to that activity .The hostile environment in which we operate will continue . Legislative changes, false accusations in the media and overflow issues from the U .S . will all continue .

Corporately we intend to be more pro-active and vocal on these issues . From a Marketing perspective, we must be prepared to assist in these efforts by ensuring we understand the impact of these issues on our consumers and trade partners, identifying ways in which we can gain competitive advantage, evaluatiing the impact of potential responses, and participating in communications efforts .

http://legacy.library.ucsf.edu/tid/vwm70g00

1996-09 522

Market Planning Research Meeting, Genstar, September 1996

1996-10 Legacy ITL-181 D-217

Matinee branded advertising qualitative research

62 page

http://legacy.library.ucsf.edu/tid/fzn70g00

1997 Legacy ITL-283

Yankelovich Monitor - The Canadian Social Climate 1996/1997

95 page look at socio-demographics for Impeiral Tobacco by Creative Research

Documents from the Blais-Letourneau tobacco trials updated December 2014 28

Date Exhibit Notes

http://legacy.library.ucsf.edu/tid/fxm70g00

1997 Legacy ITL-344

Project Tomahawk (Players Premiere brand)

307 pages of material related to the development of a cigarette with a wheat semolina filter

http://legacy.library.ucsf.edu/tid/lyn70g00

1997 Legacy ITL-065

1997 Communication Plans Matinee and ITL Secondary Brands and Related Projects (ITL-065)

262 pages

http://legacy.library.ucsf.edu/tid/wxm70g00

1997 Legacy ITL-142

Marketing Plans 1997 (ITL-142)

50 pages

http://legacy.library.ucsf.edu/tid/cym70g00

1997 Legacy ITL-020

Operational Plans 1997 Event Checklists (ITL-020)

326 pages of event management during sponsored events

http://legacy.library.ucsf.edu/tid/rym70g00

1997 Legacy ITL-25

Pictures of sponsored events. (black and white)

166 pages

http://legacy.library.ucsf.edu/tid/hfn70g00

1997 Legacy ITL-003

Photographs of Matinee sponsorship campaigns

45 pages

http://legacy.library.ucsf.edu/tid/tym70g00

1997 Legacy ITL-127

duMaurier Advertising 1988-197

98 pages

http://legacy.library.ucsf.edu/tid/ezn70g00

1997 Legacy ITL-344

A) Project Tomahawk (Player's), dated 1993-1997

307 pages

http://legacy.library.ucsf.edu/tid/lyn70g00

1997 Legacy ITL-128

Matinee Advertising - 1991 to 1997

54 pages

http://legacy.library.ucsf.edu/tid/gzn70g00

1997 323 6 page review of project Viking with suggestion for repeated wave.

1986

The original purpose of Project Viking was to look at the longer term prospects of the industry by way of health/social! and product oriented pressures that increasingly surround the industry and provide facts to ITL while giving a better understanding of the environment for smoking in Canada .

Project Pearl: It investigated attitudes and issues with the potential to be addressed via advocacy. To understand the market's decline.

Project Day: Looked at unmet needs of smokers that could be satisfied by new or modified products.

…

Documents from the Blais-Letourneau tobacco trials updated December 2014 29

Date Exhibit Notes

1988

In 1988, the Viking study was repeated. As for Project Pearl, its objectives were perpetuated in the '88 study i.e. the beginning of trending attitudes. However, the issues that stemmed from Project Day objectives helped define new projects such as Saturn and Visa. Day looked at a modified cigarette, Visa looked at reduced sidestream developments and Saturn addressed flavour modifications. The study continued to monitor the attitudes and issues surrounding smokers and non--smokers needs and desires.

1991

By 1991, smokers were tired of legislation and the escalated social pressures that surrounded those that continued to smoke. Social unacceptability issues appeared to constitute a threat to our industry more than ever before. It seemed that consumption had dropped, due largely in part to increased smoking restrictions. There was a trend toward stronger cigarettes and KS length rather than regular, more value for money and taste. This called into question the viability of DAY as it might not be accepted as the "real thing". From these developments, it also became clear that we needed a better understanding of our smokers views of our products. The survey for 91 also came out of a need to link the decline in incidence not only with prices but also the social and health situation

1997

In the 6 years that have gone by, there have been a lot of changes in the Canadian marketplace. The study was originally undertaken to take place on an annual basis or at least every two years . Due to vast changes and rapidly changing environment, the study was not completed again. Therefore to undertake the same study would not be an effective way to measure those changes. The following is an outline of changes that I see that have occurred in the past 6 years. In order to involve a supplier, I wanted to have a clearer indication of all issues which is the purpose of this discussion .

PROPOSED OBJECTIVE

The objective of Project Viking (wave 4), is still to look at the longer term prospects of the industry by way of health/sociall legislative/economic and product oriented pressures that increasingly surround the industry , while gaining a better understanding of the current environment for smoking in Canada.

1997 Legacy ITL-528

Project Tomahawk National Launch - National - March 17th

33 pages

Project Tomahawk National Launch - National - March 17th

1997 Legacy ITL-784

Research on chemical additive rumour.

42 page

http://legacy.library.ucsf.edu/tid/lwm70g00

1997-01-00 Legacy ITL-530

Project Tomahawk - Post-Launch Assessment, January, 1997

http://legacy.library.ucsf.edu/tid/iyn70g00

1997-01-15 313 Adjustment to age categories surveyed (to allow only those 19+), and tables showing how many below that age were surveyed in previous waves.

1997-01-30 Legacy ITL-785

Presentation of competitive advertising analysis (Project Nike)

36 pages

http://legacy.library.ucsf.edu/tid/owm70g00

1997-03-00 Legacy ITL-473

Tomahawk Communication Plan-March 1997

15 pages

Documents from the Blais-Letourneau tobacco trials updated December 2014 30

Date Exhibit Notes

http://legacy.library.ucsf.edu/tid/hyn70g00

1997-03-20 524 Letter and attachment from Canadian Facts to imperial Tobacco

Refers to the smoker bank with 100,000 names on it, and had slides which describe the major survey instruments used.

1997-06-03 Legacy ITL-98 D-3

Correspondence with Canadian Advertising Foundation (re complaints)

18 pages

http://legacy.library.ucsf.edu/tid/ioo70g00

1998 520 Listing

A 660 page catalogue of documents from the Imperial Tobacco Marketing Library.

1998 Legacy ITL-665

1998 Marketing Plans

73 pages

http://legacy.library.ucsf.edu/tid/dxm70g00

1998 Legacy ITL-789

Player’s Racing Advertising: Pre-Test of the 1998 Campaign Material Wave 2

27 pages

http://legacy.library.ucsf.edu/tid/nwm70g00

1998 Legacy ITL-783

Additives Advance Findings from a Qualitative Study

16 pages

http://legacy.library.ucsf.edu/tid/uwm70g00

1998 Legacy ITL-907

Creative Research Group Ltd Plan Media 1998-1999

71 pages

http://legacy.library.ucsf.edu/tid/wwm70g00

1999-03-13 Legacy ITL-589

Project Liberty - Qualitative Research - CFA 14 MRD Archivex Box #18225 13/13 February, March 1999

63 pages

http://legacy.library.ucsf.edu/tid/jrm70g00

1999-04- Legacy ITl-788

Armada ITL-1998 Project Nike, April 1999, Analysis of Competitive Advertising in the Tobacco Category

179 pages: http://legacy.library.ucsf.edu/tid/pzn70g00

32 pages : http://legacy.library.ucsf.edu/tid/ozn70g00

2000—10 Legacy ITL-861

Bill C-71 Research, October 2000 (ITL-861)

28 page report on consumer response to new labelling and warnings

http://legacy.library.ucsf.edu/tid/qrm70g00

2002-03-13 Legacy P-112

ITL Consumer Shares by Brand Family (1989-2000)

39 pages

http://legacy.library.ucsf.edu/tid/arn70g00

Undated Legacy ITL-7 D-219

ITL Advertisements (Legacy version is black and white, colour is available on original files)

200 pages

http://legacy.library.ucsf.edu/tid/dzn70g00

Documents from the Blais-Letourneau tobacco trials updated December 2014 31

Project Viking (smoking and health, etc) related files

Date Exhibit Notes

1979 1449 Wayne Knox Questions (refers to Project Viking)

1985-06-24 Legacy Project Viking Screener

http://legacy.library.ucsf.edu/tid/ezj42a99

1985-10 266 (hand-written)

266A (trans-cription)

File Viking

ITL Marketing analyst, Bob Bexon, reflects on findings from focus groups.

If our product was not addictive, we would not sell a cigarette next week in spite of these positive psychological attributes.

1986-02 990.16 Project Viking, Vol I: A behavioural model of smoking

1986-02-20 1136 Project Viking, Volume II, "An attitudinal Model of Smoking," February / March 1986

Legacy: http://legacy.library.ucsf.edu/tid/vzk70g00

1986-02- Legacy AG-21C

Project Viking, Volume III, "Product "February/March 1986 Issues,

80 pages

http://legacy.library.ucsf.edu/tid/uzk70g00

1986-05-14 1128 Viking – Memo by Bob Bexon

Attidudinal model of smoking – transparencies from Viking

1986-07-28 Legacy No Title [85 page memo from Bob Bexon at ITL to his colleagues at Brown and Williamson with review of current projects, and report on Project Jazz, related to menthol)

http://legacy.library.ucsf.edu/tid/xgu43f00

Project Jazz: Phase III report at: http://legacy.library.ucsf.edu/tid/fsn77h00

1986-12-03 1135 Memo from

1988-10-26 1157 Memo to R. Bexon from the Creative Research Group

1989-07-00 Legacy AG-21D

Project Viking, "Wave 2 "July/August 1988

124 pages

http://legacy.library.ucsf.edu/tid/tzk70g00

1991-11-20 Legacy ITL-956

Viking Wave 3

4 pages (passive smoking focus)

http://legacy.library.ucsf.edu/tid/xwm70g00

1991-12 987.21 987.21A

Project Viking – Wave 3 Detailed tables

1994 527 Project X. (Reference to Project Viking finding about key reasons for smoking)

1996-02-16 1207 Description of various research projects, including Projet Viking

1996-03-31 318 Project renaissance (successor to Project Viking)

Documents from the Blais-Letourneau tobacco trials updated December 2014 32

Date Exhibit Notes

31 page powerpoint slides

Background of Project Renaissance

Objective : acquire, understand and track, on an ongoing basis, attitudes and issues surrounding smoking amongst smokers 19 years and older

Three quantitative studies in 1986, 1988 and 1991 (known as Viking Study)

Personal in-home interviews with 1000 respondents

National Study.

Since 1992, no other study has been done to the extent of the old Viking Study

Consistent information is needed in order to be able to compare what is different than before

Tobacco industry is heading into a period of significant change. Therefore, there is a need to confirm information that old project Viking presented.

1997 323 6 page review of project Viking with suggestion for repeated wave.

1986

The original purpose of Project Viking was to look at the longer term prospects of the industry by way of health/social! and product oriented pressures that increasingly surround the industry and provide facts to ITL while giving a better understanding of the environment for smoking in Canada .

Project Pearl: It investigated attitudes and issues with the potential to be addressed via advocacy. To understand the market's decline.

Project Day: Looked at unmet needs of smokers that could be satisfied by new or modified products.

…

1988

In 1988, the Viking study was repeated. As for Project Pearl, its objectives were perpetuated in the '88 study i.e. the beginning of trending attitudes. However, the issues that stemmed from Project Day objectives helped define new projects such as Saturn and Visa. Day looked at a modified cigarette, Visa looked at reduced sidestream developments and Saturn addressed flavour modifications. The study continued to monitor the attitudes and issues surrounding smokers and non--smokers needs and desires.

1991

By 1991, smokers were tired of legislation and the escalated social pressures that surrounded those that continued to smoke. Social unacceptability issues appeared to constitute a threat to our industry more than ever before. It seemed that consumption had dropped, due largely in part to increased smoking restrictions. There was a trend toward stronger cigarettes and KS length rather than regular, more value for money and taste. This called into question the viability of DAY as it might not be accepted as the "real thing". From these developments, it also became clear that we needed a better understanding of our smokers views of our products. The survey for 91 also came out of a need to link the decline in incidence not only with prices but also the social and health situation

1997

In the 6 years that have gone by, there have been a lot of changes in the Canadian marketplace. The study was originally undertaken to take place on an annual basis or at least every two years . Due to vast changes and rapidly changing environment, the study was not completed again. Therefore to undertake the same study would not be an effective way to measure those changes. The following is an outline of changes that I see that have occurred in the past 6 years. In order to involve a supplier, I wanted to have a clearer indication of all issues which is the purpose of this discussion .

PROPOSED OBJECTIVE

The objective of Project Viking (wave 4), is still to look at the longer term prospects of the industry by way of health/sociall legislative/economic and product oriented

Documents from the Blais-Letourneau tobacco trials updated December 2014 33

Date Exhibit Notes

pressures that increasingly surround the industry , while gaining a better understanding of the current environment for smoking in Canada.