Tobacco Documents Online

THE CHEMISTRY OF KOOL AND A RECOMMENDATION.

Abstract

In this memo, a consumer research expert at Philip Morris memo acknowledges the narcotic effects of nicotine, and its appeal to consumers:

"...A widely held theory holds that most people smoke for the narcotic effect (relaxation, sedative) that comes from the nicotine...Although more people talk about 'taste,' it is likely that greater numbers smoke for the narcotic value that comes from the nicotine."

Fields

Quotes

A widely held theory holds that most people smoke for the narcotic effect (relaxation, sedative) that comes from the nicotine. The "taste" comes from the "tar" (particulate matter) delivery. Although more people talk about "taste," it is likely that greater numbers smoke for the narcotic value that comes from the nicotine.

This may help account for KOOL's success and may suggest a route for us tofollow to capture some of KOOL's business.

King-size KOOL is not the highest in nicotine delivery, but the ratio of nicotine to tar puts it in a tie for top place.

This ties in with the information we have from focus group sessions and other sources that suggest that KOOL is considered to be good for 'after marijuana" to maintain the "high" or for mixing with marijuana, or "instead."

Bill Dunn, who set me off on this track, says that "natural" tobacco comes in the ratio of nicotine to tar about about .07, and that if we do not filter selectively, this ratio will hold in the finished product.

If one of the keys to KOOL's success is the high nicotine delivery, or the high ratio of nicotine to tar, we should pursue this thought in developing a menthol entry.

Since the trend today is toward lower numbers, we might not want to develop a product with high nicotine, but we could work on a product with nicotine as high as KOOL's but with lower tar, resulting in a high ratio. The lessened taste resulting from lowered tar can be masekd by high menthol and other flavors. Many menthol smokers say they are not looking for high tobacco taste anyway.

Al Udow

Rank

1

Company

Philip Morris Cos., Inc.

Author

Udow, Alfred (Consumer Research Dept., PM c. 1972)

PM Consumer Research and Marketing Departments. Famous for intemperate written comments. Told the truth.

Recipient

Mr. Chris Bolton

Region

United States

Litigation

This document was used as a trial exhibit in Florida, Missouri, Minnesota and Texas.

Type

Memorandum

Subject

drug use

Drugs

Drug effects