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~ THE AMERICAN TOBACCO COMPANY Memorandum AT ~25 (7.~ TO J. J. Mellett, K. P. Noone, W. Degenhardt, G. P. Maresca, and J. L. Flavin F~0r,~ J. C. Bogie, Product Manage~ kJ R~ Lucky Strike Target Audience Recommendation Oate January 15, 1991 The purpose of this memo is to provide you with the recommendation and rationale on who to target for Lucky Strike Filters. RECOMMENDATION It's recommended that Lucky Strike Filters focus it's marketing efforts on attracting an adult male target audience (25+). The following will provide you with the key rationale: According to NOTS data Lucky strike Filter and Lights users are skewed male and have been for the past three years. The percent male versus female users by style by year are: Lucky Strike Filter/Liahts Smokers 1988 1989 1990 (Hase) (44) (47) (32) Male 59 70 65 Female 41 30 35 The user base for Lucky Strike Filter smokers and Light smokers as separate groups is too small to be reliable. However, the data from the lastest NOTS report is attached for you to review, and you'll note that across all styles for the past three years the franchise has skewed male.