Proiect LOCO
THE OBJECTIVE OF PROJECT LOCO IS TO EXPLOIT THE
POTENTIAL
EMERGENCE OF CARBON MONOXIDE AS A COMPETITIVE
OPPORTUNITY.
The perception that CO is believed to be one of
the harmful
ingredients in cigarettes has slowly escalated to
a level of 11%
of smokers. While the unaided awareness of CO is
significantly
below that of tar and nicotine (54 and 57%
relatively) , the
declaration of this ingredient on the sides of
packs will
enhance its prominence.
on an aided basis, 35% of smokers have heard about
CO in
cigarettes and, among this group, over 18% believe
that it is
more harmful than tar and nicotine. No behavioural
data is
available at this time. However, the
circumstantial information
indicates that a group of smokers (size to be
determined) may be
inclined to switch due to Co.
More specifically, there is concise documentation
on the effects
of CO in the body when it combines with
hemoglobin. The
affinity of carbon monoxide for hemoglobin is 200
times greater
than oxygen and tends to reduce the oxygen -
carrying capacity
of the blood. Carbon monoxide is slowly released
through the
lungs during the night and does not accumulate in
the body.
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BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA TOBACCO
LITIGATION
BATCo document for Province of BritiSh Columbia 2
November 1999


However, in the presence of smokers with heart
disease, where
the oxygen sucply to myocardial tissue is already
impaired, the
intake of car'--on monoxide may be an aggravating
factor. This
would constitute a key target group for a reduced
CO product.
If we take this analogy one step further, the
indirect promotion
of CO reduced aroducts for smokers with
cardiovascular disease
could be achieved by publication of subject
specific articles in
medical journa-ls. While we know that doctors will
scoff at the
notion of smcking, the early history on Medallion
is an apt
demonstration that they may recommend this product
variant, if
their heart patients insist upon smoking.
The process of CO reduction is achieved through
filter
technology and ventilation. These are
non-oroDrietarr
enhancemencs. We would therefore anticipate that
the branding
for this Project will not be free-stand-ina and
will, like light
cigarettes, take advantage of pre-existing
trademark credentials
for market success.
As a consequence of the above, we will plan on
some preliminary
product explorazion at 3 tar levels (representing
our 3
trademarks) tL, determine how efficient we can
achieve CO
reduction while preserving the smoking
characteristics of the
cigarettes.
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BATCO CONFIDENTIAL- CATEGORY 1: MINNESOTA TOBACCO
LITIGATION
BATCo document for Province of British Columbia 2
November 1999


Coincident with this activity, we will also secure
data on the
potential magn-;zude of the switching behaviour
due to the
declaration of CO and determine the resultant
demographic
characteristics of these smokers.
If further shor-: term activity is warranted,
brand development
will follow with a possible target date of August
1990 for test
market implementation.
Project LOCO is a direct personification of DWi -
a project
dedicated to the selective improvement of
cigarette products on
perceived health and safety issues as opposed to
one single
solution that attempts to represent a panacea for
ever-lone.
AC/jc
February 24th, !989
40
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BATCO CONFIDENTIAL. CATEGORY 1: MINNESOTA ToBACCO
LITIGATION
BATCo document for Province of BritiSh Columbia 2
November 1999