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CONFIDENTIAL 7/ Advertising Research Report MRD#AR-67-71 onon CAMEL "MAINE COAST" :60 ON-AIR TEST PUBLISHED BY THE MARKETING RESEARCH DEPARTMENT R. J. REYNOLDS TOBACCO COMPANY, WINSTON-SALEM, N. C.

TABLE OF CONTENTS MRa#AR-61-11 Page Number Product Manager's Summary . ... . . . . . . • . First Attached MRD Summary . . . . • • • . . . . • . . • • • Second Attached Background . . . . . . . . . . . . . . . . . . . 1 • Summary of Verbatims • • • • • • • • . . • . • • • 2 Appendices . . . . . . . . . . . . . . . . . . . 3 - 5 Dialing Record • 6 Verbatims ..... -• • • . • • • • • • • • • • • • 7 - 13 Script • • • • • • • • • • • • • • • • • • • 1 4

October 17, 1967 Mr. Mr. W. S. Howard Smith, Jr. Gray CC-Mr. Mr. B. A. R. G. Stewart Weber Mr. Mr. T. R. E. A. Sandefur Blevins, Jr. Mr. Mr. C. H. W. A. Judge Sugg Mr. Mr. J. J. F, J. Hind Bresnahan Mr. Mr. T. J. P. B. Haller Stuart Mr. R. A. Rechholtz Mr. Mr. R. C. M. K. Odear, Jr. Lambeth Mrs. Mr. Mr. Babette Jackson Robert R. Etienne Bernard Ober RE: CAMEL 60-SECOND ON-AIR TEST (MRD #AR-67-71) RESULTS: As noted in the MRD summary, the "Maine - I'd Walk A Mile" :60 performed equally as well as the previously tested "Jungle" version (23% for "Maine"; 26% for "Jungle"). The extremely high general notation of the key slogan reinf9rces our feelings about its ready acceptance and memorability. The fact that, this time, men recalled the commercial significantly better than women offsets the unusual reverse of this position with the "Jungle" commercial. Accordingly, I do not consider the fact that "Jungle" scored notably higher with women than with men, evidence of a problem. CONCLUSIONS AND ACTION TO BE TAKEN: The combined evidence of the "Jungle" and "Maine" :60 recall tests confirms to me our feeling that - as presently constituted - the "I'd Walk A Mile" campaign is successful in re-awakening interest and awareness for the brand and its advertising. Whether or not this newly kindled notability will carry through as motivational, only time and relative sales performance can tell. Our concern with the "I'd Walk A Mile" theme should now be centered on insuring that our future commercial subjects contain enough dra- matic uniqueness and interest to offset potential wear-out or apathy, to which CAMEL as a product, is particulary susceptible. J. A:/Albanese Mr. T. P. Haller of Marketing Research Department agrees with this summary from a technical standpoint. ~

SuMti4ARy CAMEL "MAINE COAST" :60 ON-AIR TEST (Day-as.ten Reca.Ct) MRD#AR-61-11 This is a study to determine the recall levels of Camel "Maine Coast" :60. Results 1. "Maine Coast" :60 obtained an overall related recall score of 23%. This recall was comprised of 15% speci- fically related to the test commercial, 6% related to the "Walk a Mile" campaign, and 2% generally related. 2. Men recalled the commercial significantly better than women (26% vs. 12%). 3. The slogan was remembered by 14%, and 21% (91% of over- all score) played back "walk a mile" in reference to either a salespoint or a visual element. 4. The "man walking on/beach/shore..." was remembered by 15%. The "man walking a mile/for a Camel" was remembered by 5%. In total, 20% referred to "man walking". ' 5. The hole in the man's boot was recalled by 13%. Conclusions The results of this test comply with those of the previously tested Camel "Jungle" :60. Slogan playback and "Walk a Mile" theme recall are outstanding, as is visual recall. The only notable difference between the results of "Maine Coast" and "Jungle" is the reversal of the relationship between the recall scores of men and of women. (Women recalled "Jungle" signi- ficantly better, 40% vs. 19%) In our judgment, the factors which contributed to the success of "Jungle" are present in "Maine Coast" and were again effective. in making the commercial memorable. The factors are these: the co-support of audio and video; the old familiar slogan, which serves as the single major copy point; and an unusual and entertaining execution. C. Elizabeth Jackson Marketing Research Department CEJ:bg 10/12/67 ~ 0 'r .n J D 0 ~

CAMEL "MA1NF COAST" :60 UN-AIR TEST (Day-a6.ten Recatt) MRDOAR-61-1] This is a study to determine the recall levels of Camel "Maine Coast" :60 commercial. Location: Cincinnati, Ohio Buffalo, N. Y. Minneapolis, Minn. Sacramento, Calif. New Orleans, La. San Francisco, Calif. Background: "Maine Coastp was tested twice in order to accumulate an adequate base. The commercial was tested first in all cities except Sacramento. It appeared in the second commercial position of the first half hour of "Virginian" (7:44 p..m. EDT) on September 6, 1967. The commercial occupied the second sixty seconds of a 120-second cluster. The commercial was tested second in Cincinnati, Sacramento, and Buffalo. It appeared in the second commercial position of the third half hour of "Virginian" (8:56 p.m. EDT) on September 27, 1967. Date of Interviewing: September 7 ar.d September'28, 1967 Method: Any adult who smoked at least one cigarette per day and who had watched television the previous night was eligible to be interviewed. Respondents were asked whether they had seen a commercial for cigarettes and, if so, what brands. If the test brand was not mentioned they were asked whether they had seen a commercial for Camel cigarettes and if so what it said and showed. Those who had watched the test program were asked whether they had seen the parts just before, just during, and just after the commercial. Program and activity prompts were used to determine whether the respondent was.actually in the commercial audience. Each respondent was classified by sex, age, education, and type of television viewed. Sample: Numbers were chosen at random from local telephone directories. MRD Note: Newport "Lighthouse" :40/Newport 100's :20 was picked up on a free-ride basis on the first test.

-2- CAMEL "MAIN6 COAST" :60 ON-AIR TEST MRD#AR-61-11 Base: Total in commercial audience Gave recall specifically related to "Maine Coast":60 Gave only recall generally related to "Maine Coast":60 Total who gave related recall (Unduplicated) DETAIL OF RECALL Salespoints ` "I'd walk a mile for a Camel" You/he/would walk a mile Is/good/better/best/cigarette Taste is good Is satisfying "You other guys, get going"/you should smoke Camels "You Camel smokers know what we mean" Mild Miscellaneous salespoints Situation Showed man walking on/beach/shore/rocks/sand Showed man walking a mile/for a Camel Showed man walking long distance - (Unduplicated "Man Walking" recall) (20) Showed hole in boot/shoes/worn out boots Showed man go into/store/shack/concession place Showed man/buy/get/Camels Showed man/sit down and/prop feet up Showed rocks/beach/water/cliffs Showed man/smoking/light up Camels Showed fisherman/in rubber boots Showed man whistling Showed village/boat docks "This commercial is for non-Camel smokers" Miscellaneous situation Cities Combined (133) $ 15 8 23 14 8 6 2 2 2 1 1 2 15 5 4 13 12 11 8 8 6 5 3 2 2 2 Gave unrelated recall 10 Gave no recall 67 100 Unduplicated "Walk a Mile" recall (both sales- points and situation) 21% . s a r _6)

APPFNDIX la 6{RD#AR-61-11 Men vs. Women Men Women Base: Total in commercial audience (107) (26)** $ $ Gave recall related to "Maine Coast" :60 261 12l 1Difference is significant over 90% confidence level. Age Under 35 35-50 Over 50 Base: Total in commercial audience (23)** (44) * (58) * ~ $ $ Gave recall related to "Maine Coast" :60 132 272 22 2Difference is significant at 85% confidence level. Education • Grade School High School Colle e Base: Total in commercial audience (35 * 66 * (26 * $ $ $ Gave recall related to "Maine Coast" :60 No significant differences. B & W vs. Color 20 26 15 B & W Color Base: Total in commercial audience (83 * (46 $ $ Gave recall related to "Maine Coast" :60 18 28 No significant difference. NOTE: In some instances the bases may not equal 133 because some respondents either refused to answer or were not asked the questions. * Denotes small base ** Denotes extremely small base

APPFNDIX Ib MRD#AR-61-11 All bases consist of men only. Age Under Over 35 35-50 50 Base: Total in commercial audience 18 ** (TO-Tr 43 * $ $ $ Gave recall related to "Maine Coast" :60 111j 2 301 262 1Difference is significant over 90% confidence level. 2 Difference is significant over 85% confidence level. Education Grade High School School College Base: Total in commercial audience (31 ** (48)* (23)** $ $ $ Gave recall related to "Maine Coast" :60 19 313 173 3Difference is significant at 80% confidence level. B & W vs. Color B & W Color Base: Total in commercial audience (67)* (36 * $ $ Gave recall related to "Maine Coast" :60 21 31 No significant difference. NOTE: The sum of the bases within a classification may not equal 107 because some respondents either refused to answer or were not asked the question. * Denotes small base ** Denotes extremely small base 0 .a 0 ~

-5- APP6NDIX 11 Below are lists of 60-second commercials showing those which were tested during the 1966-67 television season and those which have been tested since the beginning of the 1967-68 season. BRAND COMMERCIAL OVERALL SCORE WINSTON "Home Movies/Skiing" 16% WINSTON "Montage" 19 WINSTON "Fireworks/Interrupter" 33 WINSTON "Girl & Trumpet/Interrupter" 36 WINSTON "Girl & Trumpet"'• 25 WINSTON "Musical Notes" 23 SKS WINSTON "Golden Pack" 35 SKS WINSTON MENTHOL "Jetty" 51 SALEM "Down River" 13 SKS SALEM "Extra Time #2" 19 CAMEL "Men & Railroads" 6 CAMEL FILTER "Surf Fishing" 21 CAMEL/CAMEL FILTER "Surveyors/Puppy" 28 CAMEL MENTHOL "Beach" 16 Average overall related recall score 24% 1967-68 SALEM "Bridge" . 21 CAMEL "Jungle" 26

6 DIALING RECORD MRD#AR-61-11 Total Dialings 17,651 No Contact 6,038 No TV set 228 Not smoke 3,075 Contacted smokers 2,165 Not watch last night 1,265 Set off, Not remember program, other channel 700 Program audience 200 In "Maine Coast" commercial audience 133 Ratio of smokers to non-smokers 1:1.4