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07/15/94 11:56 %Y ~ .l ~..~~ July 15, 1994 To: Doug Porter - 19 Jeff Hassman - 19 cc: Kathy Lalley - 12 Mark Figliulo - 11 Francisco 7.etelier - 24 Esther Franklin - 12 Mike 1Vlusachio - 11 Reynaldo Certain - 24 Pauline D'Albis - 12 Dolores Kunda - 27 Simonetta Queirazza - 24 Stephanie Vititoe - 19 From: Douglas Ryan - 19 LEO BLLRNErr U.S.A. OFFICE MEMO Re: Topline on B&H Hioattic TrWls This provides you with a topline summary of impressions coming out of the research held among Cuban Hispanics in Miami on July 12th and 13th. Backgr und Four campaigns for B&H 100's were exposed to a range of Cuban Hispanic smokers to provide learning on development of the Hispanic campaign. Smokers represented a cross- section of: - B&H/Competitive - Male/Female - Over 35/Under 35 Using previous Hispanic learnings, the campaigns were designed to represent progressive degrees of departty.re from the mainline campaign now running. To hne Smoker reactions are summarized on the attachment. Overall, the campaigns using the mainline visuals performed the best for both communicating a relevant message about the brand and being well-liked. Notably,ifgoing concerns that Hispanic smokers would see this general area as irrelevant were lessened. However, no single campaign had universal appeal among all groups. Discussions with these Hispanic smokers reinforced the need to: • Communicate a simple message. • Provide a direct reinforcement of B&H's premium heritage. -*+-+ PM 7TH FLOOR IZ002/004 J . ~Vti li1~n x.- cc

07/15/94 11:57 '$ -2 . ~ . PM 7T'H FLOOR 121003/004 With this direction in mind, the potential for successfully utilizing the basic elements of the mninline campaign in our Hispanic efforts was encouraging. Specific next steps will be discussed with PM pending their issuance of the research report next week. That said, preliminarv discussions leaned toward pursuing the following: • Explore revisions to "Extravagantes" campaign - Simplify headline copy. - Consider alternates to "extravagantes" term that retains sense of "people of sophisticated taste" without possible negatives of odd, or overdone. • Consider using different tagline - Taglines from "Nothing Less" and "Moments of Pleasure" seemed to communicate same idea more simply. • Research new concepts with Mexican Hispanic smokers - Mexican smokers are second largest group of Hispanic B&H smokers after Cubans. - Potentially very different level of understanding given different cultural and social background. Please call with questions or comments. / Douglas x3717 llaj cpmmbhht

S~mma y of Smoker Reaction CamRaign Mainline Extravagantes Nothing Less Moments of Pleasure E/- SZ6Z It>oZ I-OrriFSilIn Translation of Mainline Campaign. Modified Mainline Campaign with same visuals, but modified copy. Modified copy and visuals. "Length You Go To' message without reference to restrictions. "Control" campaign focusing on B&ll's long-lasting pleasurc. Posilives General message of visuals and copy understood. Mare relevant than initially expected. Reinforces premium image of brand while retaining flavor of "Great Ixngths." Situations seen as enjoyable moments that complemented smoking pleasure. Simple copy and straightforward visual easy to understand. Negafives Negative reminder that restrictions exist. Worked against premium, pleasurable feeling for the brand. "Pxtravagantes" contains negative connotation for some; suggestion of being excessive or odd. Difficult to understand for many. Copy long for some. Somewhat generic: Preferred more for simplicity and attractive situation than for a message about the brand (e.g. "Pretty Picture"). . ()Jer CQmmenls Appeal correlated with younger, educated and more ore ~ m assimilated smokers. Same tendency as Mainline, but with more appeal to femate smokers. Consistently the least liked among most smokers. Appealing to oldest, least assimilated smokers who were uncomfortable with bolder message of other campaigns. 19 0 0 ~ 0 0 ~ .4 r