Proiect DAY
OBJECTTVE
PROJECT DAY WILL EXPLORE POTENTIAL ALTERNATIVES TO
CONVENTIONAL
CIGARETTES THAT CREDIBLY OFFER THE ELEMENTS OF
TRADITIONAL
TOBACCO PLEASURE WITH A GREATER LEVEL OF "SAFETY".
The first wave of consumer research assessed 5
potential concept
areas directed at improving the perception of
cigarette safety
amongst smokers. This assessment isolated one
concept
predicated on "extensive tobacco treatment" as a
universally
credible and desirable approach to alleviating
smokers health
concerns. It's broad acceptance was based on the
perception to
be a new approach which retained the desirable
benefits and
smoking characteristics of current products with
an agreeable
trade-off in taste and satisfaction.
This wave of research also confirmed the consumer
liability that
is inherent in RJR's new Premier. This competitive
offering was
perceived to be too technically advanced and
artificial in
comparison to the simple agricultural basis of
normal
cigarettes. Smokers were also concerned about the
taste of
Premier.
BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA ToSACco
LITIGATION
BATCo document for Province of British Columbia 2
November 1999


The failure of Premier is a reflection of the
untenable position
associated with its development orientation. It
seems quite
clear t-at the focus of RJR's as well as scme of
BAT's
international efforts is directed toward the
development of an
ultimate, absolute solution. While this goa-* is a
laudable one,
it sidesteps practical consumer needs and reality
by emphasizing
scientific curiosity and development ahead of
consumers. The
result is a radical, technologically advanced
smoking device
that does not retain the familiar cigarette
benefits sought by
consumers.
Our approach to DAY recognizes the above and plans
greater
emphasis on evolvina modifications that retain the
positive
character -4s tics of smoking. With this
perspective, we envisage
that Project DA'--- may result in a series of
successive new
product introductions through time. Each entry
will either
represent the latest development and technical
capability in the
se.;.ect--ve elimination of smoke component
categories or respond
to new external conditions of a health oriented
nature.
An example of the latter is the potential
emergence of CO as a
problem - opportunity that may ar4se following the
declaration
of this ingredient an cigarette packages. This
would be a DAY
ition. ':.cwever, giv - -.-. In, I
propas en the possible J ed4acy of this
situation, it will be dealt with under a separate
paper - LOCO.
Our progress in the technical explorat--on s--de
of D,.'--' is
prcceeding satisfactor-41y. A var-4e-:--.- o---
e=lciatory orccesses
U1
BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA TOBACCO
LITIIGATION
BATCO document for Province of BritiSh C01UMbia 2
Novernber 1999


are being examined for precursor removal and the
eventual
reduction of biological activity. Assuming that we
are
successful wic- the tobacco treatment component of
the program,
the second laraest hurdle will evolve around the
re-introduction
of conventional tobacco taste - a central
component of cigarette
smoke that is also stripped away by tobacco
treatment.
Based an the current timetable, we are probably
two years away
from the commercial application of this process.
The priority
remains relatively high. We envisage a capital
Investment
decision to be made in 1991 following brand
concept cevelopment
and a possible test market in 1992. This timing
falls outside
of the current development timetable.
AC/jc
February 24th, 1989
C,
BATCO CONFIDENTIAL- CATEGORY 1: MINNEsoTA TOBACCO
LITIGAT10N
BATCo document for Province of BritiSh Columbia 2
November 1999