EXAMINATION OF A CONCEPT PROPOSED BY CORI FOR RATING CPCAKETTES DEPORT NO, RD,1789 RESTBICTED 25,3,1981 IWTHOR: S,R, hssey ISSUED BYI O,E, ConMy FROG, REF, 26,01.002 26,01,003 DISTRIBUTION: ·Dr, L,C.F, Blackman Copy No, 1, 2, 3, 4 Or, I,W, Hughes I a 5 Dr, R,A, Sanford a 1 6, 7 R,M, Gibb, Bq, a a 8 R,S, Wade, Esq, a a 9, 10, 11 R,CI Nieholls, Bag, " a 12,13 Herr E, Rittersbus I I Ib Dr, F, Seehofet n 1 15 Dr, C,J,P, de Siqueira I 16 Mr, W, Van Pu~een a r 17 H, Tudor, Esg, a I 18 Dr, D,C, fel~on r r 19 Library " " 20, 21 O COPY NO, V1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Group Research i Development Centre, British-American Tobacco Co, Led,, SOUTPAMPTON, SP~RAJ1 25rh ~Lch, 1981 FXAElINATION OF A COICEDT PP,OPOSED BY CORI FOR RATING CIG~KETTES (Report No, RD,lfBS Restricted) SUMMARY Dr, C,BI Cori, formerly of the Lf,S, National Cancer institute, introduced the idea of 'critical levels' for smokers daily exposure to six constituents of cigarette smoke, It was argued, on the basis of epldemiolobical evidence relating to typical pre-1960 U,S, cigarettes, that if certain 'critical levels' were not exceeded, then smokers would show no greater risk of disease or mortality than non-smokers, These 'critical levels' can be used as a basis for calculating the nlmmber of dgaretteslday, for any given existing commercial brand, which could be smoked without increased risk over that of a non-smoker, Consumer research was undertaken in the U.KI using a cigarette rated according to the Cori approach at 10 cigarettesldoy, The essential finding was that snokers, especially low tar smokers, can understand and are interested in the basic proposition, but ore highly sceptical of manufacturer's claims, Third party endorsement from an authoritative, independant and objective body would, however, be more likely to influence their attitudesl Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 Direct communication through brand advertising of any themes typified by 'Ithese products are safe to smoke at X cigare~eoslday" would have severe legal implications, A possible approach would be to base a claim on the fact that the total deliveries from X cigaretteslday do not exceed those of the six smoke constituents associated with two pre-1960 type cigarettes, It is recommended that Operating Companies should discuss with their Public Affairs departments ways of developing third partylmedia interest in the Cori proposition, Consideration might also be given to the launching of a 'sleeper' brand, albeit on a different platform, with the potential of gaining sales impetus from any eventual publication of third party findings, Technical Surrmqry Cigarette design work, covering Virginia and U.S, blended style cigarettes, to assess the feasibility of producing cigarettes with a specific target "Oafly %tfng" is described, The problem In designing such cigarettes is in achieving selective control over the delivery of certain smoke constituents, In the case of Virginia cigarettes, deliveries of nicotine and carbon monoxide tend to exert control over the "Daily Rating" · number of cigarettes that can be smoked per day, with blended cigarettes, nicotine and nitric oxide deliveries control the 'LDaily Rating'' , A survey of "Daily Retinas" for U,K, low delivery brands over a six month period is also discussed, This survey reveals that if cigarettes were marketed on this basis, problems could be encountered in maintaining the "Daily Rating", particularly if this was in excess of LO cibaretreslday, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill r rNTRoDuCTICN In the main, league tablet tend to be constructed from tar (P~IWNP) and nicotine deliveries alone, Several attempts have ken made to rank cigarettes on a basis which takes into account deliveries of additional smoke constituents; notahiyvagour phase constituents, Sach rankings have often led to confusion in the tidi of concerned coarpsrt, With a view to overcoming this confusion, Drl C,B, Cori proposed a system of rating cigarettes by relating their deliveries or selected smoke constituents to a set of "criticll levels" derived from delivery data for pr~1960 cigarette, mis concept vas Introduced by Corf during his time as deputy director of the Division of Cancer Cause and prevention at the National Cancer Instltlt( where L had I major involvement in the Smoking and health program, I publication of "Dlily Ratings" for iou tar UIS, brands injected significant impetus, albeit by cbance, into the sales of Qrltoa, It was therefore considered worthwhile investigating the feasibility of designing cigarettes aimed at achieving specific target "Daily Ratings", This report deals with several aspects associated vlth the toacept, as veil as describing the cigarette design vork carried out, The discussion is pet out under the follooing main headiPIs: i, Dala~opcnt of the Concept, i, Calcnlation of Daily Ratings, 3, validity of the Concept, 4, Design of Cigarettes to Achieve Specific Daily Ratings, 51 Problems of ~1Pt~ldPI 1 Daily Rating fore grand on the Market, 61 Market Research into t]le Acceptability of the Concept, ClibPDF - v~~fastio.soni DISCUSSION II Development of the Concept Coti started by conducting a detailed statistical analysis of epidemiologfcal data which associated daily cigarette consumption with increases in risk of mortality from II specific diseases (1), The epidemiological data was draun from published studies conducted during the 1950s, Gori concluded from his analysis that, compared to non-smokers, cpidedclogical studies do not reveal a significantly increased risk of disease or mortality for smokers who consumed only 2 pre-1960 cigarettes per day, The average deliveries of six selected smoke constituents from pre- 1960 cigarettes were used by Gorf (1) to assign "crltical levels" for smokers daily exposure, The "critical levels" are simply obtained by multiplying the individual average deliveries by 2, These data are shown below together with the six smoke constituents and the average deliveries, Smoke Constituent Ave'age PRliverylcig (pre-1960) F'itieal level" Tar (PMJNF) (olg) 43 86 Nicotine (mg) 3,0 · 6,0 Carbon Monoxide (mg) 23 46 Nitric Oxide (~g) 270 540 Hydrogen Cyanide (Ilg) 410 810 bcrolein (Ug) 130 260 Carl's selection of the smoke constituents appears to be based on the assertion that these constituents are the ones ~oPt frequently cited as contributors to cancer, chronic pulmonary diseases and cardiovascular impairment in smokers, The average deliveries for pre-1960 cigarettes, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 15~ are sales weighted averages in the case of tar and nicotine, while the vapour phase deliveries are derived from those of the University of Kentucky 1R1 Reference Cigarette, In essence, the hypothesis is that if smokers exposure to the various smoke constituents was limited to the''cr~tical levels", then their risk of disease and mortality would net be substantially above that of noa- smokers, It is these "critical levels" that form the basis of the Daily Ratings for cigarettes, 2, Calculation of Daily_Rat!n_gs In 1978 Cori published a report (2) in which he applied his hypothesis of "critical levels" to a survey of some 27 low tar U,S, brands, This report gave details of the maximum numbers of cigarettes per day for each brand that a person could smoke without exceeding any of the smoke constituent "critical levels", Calculation of the number of cigaretteslday is most readily explained by reference to an example; the one discussed below is for a branded product ex 0,9, marker, Brand "Critical Daily Smoke Calulation Deliveries levels" Rating Constituent of CiglDay (per cig) (per day) (ciklday) Tar (mg) 2,3 86 86I2,3 ·37 Nicotine (mg) 0,38 b b ~ 0,38 · 16 co (mg) 3,0 · 46 46~3~0 ·16 NO (yg) ) 50 540 540~ 50 ·11* 11 HCN (yg) 21 810 810~ 21 ·39 Acrolein tug) 14 260 1 260~ 14 ·19 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I _ __ _ The calculation simply involve, dividing the appropriate "critical level" by the measured delivery of the corresponding smoke constituent, The lowest number obtained is what has been termed the Daily Rating, In this particular example it is 11 cigaretteslday and the factor which controls this is the delivery of nitric oxide, 3, Viability of the Conceqt It is important to point our that while the philosophy behind the Cori concept has certain merits it was not at all well received, Indeed, it was the subject'of severe public criticism (3, 4), most of which emanated from Corf'B colleagues and affiliates in the NCI, who were afraid that their general poucy and antl·s~oklng efforts would be seriously undermined, Their criticisms tended to be cenrred upon the assignment of the "critical levels" and a summary of their lain objections is given below, (a) It was claimed that many of the assumptions made in the statistical analysis used to obtain the data were invalid or at the very least questionable, (b) The validity of the "critical levels" and the figures for the mlmber of cigatLlteslday was questioned since they are based on machine smoked cigarettes, As such, it was argued, they did not take account of smoking compensation and inhalation and consequently did abt reflect the smokers' exposure, (c) There was enraged concern that consumers would Interpret the "eritical levels" and figures [ot the nwber of cigaretfeslday as safe limits which imply no risk, It was argued that while epidemiological studies may show no statistically significant Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 increase in risk it was misleading In the extreme to equate this with a aero risk, It is not the place of this report to cornmenr upon these criticisms, but merely to remark that they are characteristic of those which punctuate the whole debate on smoking and health, It is of more significance to Epo~en~ upon the company's potential use of the concept as a markeciag platform, Essentially this is somewhat limited, Adoption of the concept within a marketing framework reads to infer automatically that average consumption of a significant proportion of the company's brands worldwide places consumers at risk, legal Department in nillbanlt tended to concur with this general view, Indeed, they were unwilling to sanction my overt use of the concept or reference to safelsafer cigarettes within a marketing context, This, however, does nor necessarily preclude cautioned reference to the concept within discussions on smoking and health, particularly since the publications by Gori (1, 2) highlight two important points, First, Cdri recoenises tlwt preset day commercial cigarettes have much lover yields of smoke constituents than pre·1960 cigarettes. Secondly, there is evidence to support a dose response relationship between the amounts of smoke constituents inhaled and disease incidence, These points ate important since they illustrate the efforts made by the tobacco industry to overcode the adverse assertions regarding smoking and health,' 4, Design of _Cigarettes to Achieve Specific Daily Ratings The aim of carrying out this work was to assess if there are any particular problems in producing cigarettes to achieve a specific Daily Rating, as opposed to the more normal situation of designing for a target ·f~r Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill tar and nicotine delivery, Both Virginia and U,S, Blended styles of cigarette were considered; work on the Virginia cigarettes was pursued under Project VIGOR wbllst wort on the U,S, Blended cigarettes was conducted under Project ICOR, In both cases, the objectives called for Ring Size (84 mm) cigarettes with 20 mm filters and an over tipping length of 24 mm, 4,1 Project VIGOR The specific objective was to produce a series of cigarettes which achieved Cpri Ratings of 10, 15, 20, 25 and 30 cfgaretteslday, Full details of the blend, cigarette constructions and DEltA panel assessment of the cigarettes are given in Appendix I. It was anticipated from the outset that the deliveries of nicotine and carbon monoxide would act as controlling factors for the Daily Rating, An attempt was made to control the nicotine delivery by using a blend which cootained a significant proportion of Thai and l(orean tobacco grades, To obtain the desired carbon raonoxide deliveries it vas necessary to use a cigarette paper which had a high natural peroeabillty i,e, 120 CORESTA as well as using filter tip ventilation, The delivery data, Daily Ratings and controlling factors for this series of~ cigarettes is suumarised in Table 1 while Table 2 summarises the physical data and cigarette specifications, Reference to Table I illustrates the point regarding the deliveries of nicotine and, to some Extent, carbon monoxlde exerting control over the Daily Ratings, it is also worth highlighting a further point by reference to, say, the 32 eigarettelday sample, Here, it was necessary to obtain 852 filter tip ventilation in order to reduce the nicotine Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill IF delivery to the required level. As a consequence the deliveries of other smoke constituents are much lower than would be required to attain the required rating. in fact, the rat delivery is approximately 331 of that required and based an tar alone the Daily Bating would be 95 cigaretteslday, This, as would be expected, has a predictable affect on the sensory attributes of the cigarette. Clearly, therefore, design of an acceptable cigarette with a high Daily Racing could be achieved more readily if selective control of smoke constituents was possible; in this case selective filtration of nicotine. 4,2 PLqiect ICOR 'In this care the objective was to produce U,SI Blended cigarettes with Cori Ratings of 10, 15 and 20 eigaretteslday, Details of the blends, cigarette constructions and DELTA panel assessment are given in Appendix I. For the UIS, Blended cigarettes it was considered that nitrlc oxide would act as the controlling factor. Thus, blonds that were low in nitrate were utillred and this Vah attained by the use of upper-stalk Buriey grades and Ilureut~ed sten, in addition, control of vapour phase deliveries recluired the use of cigarette paper with high natural perneablllty i,e, 120 CORESTA, The delivery data, Daily Ratings and controlling factors for this series of cigarettes is sllnrmarised in Table 3;kile physical data and cigarette specifications are gi~en in Table 4, Data in Table 3 shows that the controlling factors are nicotine and Pitric oxide" As in the case of the BICOR cigarettes, the main problem in designing this style cigarette, is that selective control over the delivery of certain smoke constituents is not readily achievable. O Cfl C13 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 cll~ 5, Problems of Maintaining a Daily Rating far a grand on the ~arket It is becoming increasingly important to ensure that the variability of tar and nicotine deliveries of commercial cigarettes is maintained within specified tolerance limits, No information was available regarding the difficulty of maintaining a particular Daily Rating in a marker situation, To explore this, four low delivery U,K, Virginia brands were monitored monthly for a period of six months, The brands monitored were silk Cue KS, Piccadilly Mild, John Player Ultra Mild and Embassy Ultra Hild, In addition, the VIGOR cigarette Code MlbO was measured for the first and last months of the survey in order to act as a Control for the analytical variability, Table 5 sunanarises the respective Daily Ratings for each of the six months, Table 6 gives the mean delivery data together with the respective coefficients of variation and the mean Daily Ratings for individual brands, The data shows that the Cori Rating for Silk Cut KS varied from 4 to 5 cigaretteslday, John Player Ultra Mild varies from 26·41 cigaretteslday and Embassy Ultra Mild from 17 to 2~ cigareleeslday, In addition, the control cigarette, Code ~1140, varied on the basis of analytical data alone from 9 to 11 cigaretteslday, Clearly, variability of the product and also the variability of the analytical method become important for brands with high Daily Ratings, sap, greater than 10 cigatetteslday. It is concluded that significant · problems could be encountered for brands launched on this concept vldeh had a high Daily Rating, in terms of maintaining that Rating over an extended period of time, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill I IIt 6. Elarket Research into the Lceptabflfty of the Concept A sunrmarp of the consumer research work to evaluate the concept has been prepared by tL. P,N, Binllham (Marketing Dept,, Hillbank) and this is given in Appendix ill, The discussion below highlights the main points, The basic consumer research to assess the acceptability of the concept was undertaken in the U,K, and utllised the Project BICOR cigarette coded M140, The research was conducted in two GEages, The first stage Ms in late 1979 and was among female low delivery seekers (Silk Cue KIS,), The second stage was carried out in late 1980 and utilised male low delivery and mid delivery smokers with an expressed health concern, Both research stages were qualitative in nature hut the approach varied significantly between the two stages as follows: i, invesrigatian of s~okers' reaction to five specific brands developed to communicate the concept, rather than the basis of the concept itself, 2, Reaction to the concept basis in terms of its comprehension, acceptability and credibility to smokers, Only after full discussion of the concept did the research move on to consider the five brand concepts researched in the first stage, Tbe results from the two research stages partially endorsed each ether bur also revealed different aspects of smbkers' reaction to the Cori style proposition, The P;Jn views drawn from this work are: i, Smokers understanding and interest in the proposition was evident mainly among existing low tar smokers, 2, The league table evoked significant interest with some disbelief with regard to its precision, Concern was expressed regarding the likely positioning of existing brands snaked, O Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill ·12· i, The concept cannot be communicated effectively through conventional brand advtttising, Statements relating to 'safefp' in smelting would have severe legal~ implications, Even with the removal of such tonslraiols, ii var eLr that s~o~n vould still be hilhl~ sre~licai regarding any claims made by the manufactuterl 4, It was evident that third party endorsement from an authoritative, independant and objective body would be required, 5, One potential way to capitalise upon the concept would be to launch a sleeper brand on a different platform in order to gain sales impetus from any subsequent third patty endorsement, REFERENCES II C,B, Cori, Science, 1976, 194, 1243, 21 GIB, Cori and C,J, Lynch', J, Amer, Med, ~ssoc,, 1978, 240, 1255, 3, JIL, Mam, Science, 1978, 201, 795, 4, JI SeUgann and DI Shapiro, Newsueek, 1978, Zlst August, Crr Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 df TABLE 1 SMOKE ANALYTICAL DATA1: FOR VIGOR CIGARETTES Ciglrt~~e Code I X110 1141 113U Ilill ~llb .Daily Rating~l (dglday) 10 IS 20 25 32 Controlling Factor NicotinelCO I Nicotine I Nicotine I Nicotine I Nicotine PWJNF (mglcig) 6,5 410 2,6 117 0,9 Nicotine (mplcig) 0~6 0,41 0130 0,26 0119 CO (mglcig) 4,8 2,8 l,b 1,3 014 NO (~glcfS) 25 · 16 12 12 13 HCN (Zglefs) 65 42 17 B 6 Acroleln (uy~leig) 24 16 8 5 5 Puif Number 9.4 10,0 10.0 911 10.2 ~ Ail cigarettes were smoked to WC Bult Code, i,e, 29 Io~ bute lengd. rt Daily Ratings ate rounded to the nearest whole numbetl a Cn CI1 Q3 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ·II- uaut glr~ Im ~a Iltcrtre~E~,Ti~t_Fontlrea CIE~UIETTES CllItIrtl OcdI 1140 M11 11142 ~111 Drill ~ti~ (citllIy) 10 11 1 23 JZ - I Filt~r ItDI bw~ (O UICI) 1,7 9,1 I . 1,9 ·Tov SplCjfifltiOP 2,~~40,000 1 2,IYl40,000 12,3'1140,000 1 2~11,000 2Y/44,000 Trilcatin tvol (2) 7,4 7,6 7(3 i 6,1 6,2 Ilpl ma LaccPe LLFcit~cr fe~ll~lr I.1,L Illb70 ZLOLI 260111 ~lly~p Ilm, 2],000 93,000 eit~forsaco (r) 24 ,11 24,55 24,55 24,75 24,73 ~EE~ bnlflctlr~ by 3 rov 1 row 2 ra 1 rap 2 rov Ltrrlobbia HerhlaielI ncc~~ic~l Mcchlaicll Ikehoicll aec~mie~l 0,4xO,4xO,b 10,4x0,1x0,6 IO,3xO,SxO,b 10,4~,4x0,6 1 0,3x0,3x0,6 EIIIP1 Irthod AIt ovcr 3 IlI 3 ~ 2 ~ j II dry Ilnl dry lina dry IlaI dry line Vcntllltlon 2 47 II 64 /3 13 6,0,' 1,4 1,1 LII 1,1 1,6 eiElrce~e I Ciplrstte Dcnlity (Illcc) 290 294 291 210 276 1~ P,D, (a V,C,) 1,1 4,6 3,3 3,4 (a W,C,) 10.0 9,7 9,4 6,1 6,4 ~robnn MJ1 ~dl 'ThI foll~ile flltPICllpllllltlfl III erol Lo I11 the cil~rc~tc~ (III hppIndIx I)I g) r~~~~a·Il; n~a ~~6·n·: kr ·Rhl L·~1.4 1. eijrlcteo PJPPT II k ~UIUII noe: ~~n hnclblllry · III CDRISlh (r~~l 107·131 PQ~, L·flctutlr~ t~tll~' 120 eOIlU~ Z0t), 0m C~~ CII*· Ilal Y · !I dr l~i ~ ~ b (C··L a O ClibPDF - v~~fastio.soni 15~ TABLE 3 SEGOKE AI~AIYTTCGI, DATA1 FOR ICOR CIGARETS eig~nrrt Eodr nbll ~136 XliOb M4544 Dsily Rating2 (ciglday) 8 9 15 20 Controlling Factor Nicotine I NicotinelNO I Nicotine NO P~IWNF (mglcig) 8,7 6,9 3,2 2,7 Nicotine (mglcig) 0171 0167 0,41 0,29 co (lnSleiR) 5,4 4.0 1.5 1,6 NO (uelcip) 58 59 34 27 HCN (pg/cig) i 18 49 14 10 Actolein (eplcig) 23 18 16 8 Puff Number 9,5 9.7 10,3 9,7 I, All cigarettes were smoked to CORESTn 8uet Code, ilel 27 Ipm butt length, 2, Cori Ratings ate rounded to the nearest whole number, 3, Cigarettes made using tCOR I Blend, 4, Cigarettes made using ICOR 11 Blend, O Cn 03 n Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 116 ~le 4 BsIm on~ up erpcIII~Iorst FOR ~eOlC~CARETTEt Ciloraeel cola 148 11453 DPlly Rotiog (cfBldny) I g 15 Tipping ~rfletlred by 1 ra 1 tos 2 av 2 row Intarbobbio Mechlnicll Lcb~nic~l Och~Plcll Msch~nical 0,3I0,3x0,L I O,ixO,Q~O,L I 0,3~,3~,C 1'0,4x011rO,b GPdnl Ilthod 3~ JI 5m 51 dry liw dry 1Ls drJ lir dr) liw Ventilation 2 53 59 68 77 S,D, 116 2,3 2,1 2,4 Cigarette Ciglrctra Deasity (Pglee) 273 272 275 271 Ld P,D, ten W,C,) 4,8 1,2 5,2 4,1 Totgl P,D, (cr u.C,) 7,2 6,7 5,1 5,6 CiIcupforeno? 24,/4 24,79 24,76 24,79 4 The following fs~toraolplr~r~cr~ vcrc cmo to o11 cigltottas (oac Appendix II), rotll Icntrh · 84 pn: Filtlr Icnedl · 20 ~: Oypl Tipping length · 24 in, (ii) Cft~tcete ppcr ga Dc ~~dufe ISOC Mecn Pqrmcabiliey · 122 COIESIl (nle 112-128 eOlstl, Lnlfletorerl t~rbet · 120 OORESIA 4 ZOX), (iii) Piltar Hean bound P,O, (a U.C~ · 6,4: Tov Spoe~ficatlon · 2,11/45,000: rtilcstin Llrll · 7,if: PIugvrap Typc I Schoaittlr Z60MI with aolirl pnrloobilicy 23,000 COQSM Ilto: Pilrrr clrcdsrlace · 24,55 nn, (Iv) Tipping pertonrloaa centrcd 14 an troo ehe louth end of the ciglrette, a ClibPDF - v~~fastio.soni 17- TABLE 5 DAILY IMTINCS FOR U,I(, BfJ1~DS M~ SPS1PLE CI~RET~ES OVER A SIX liO~Tli PERIOD Daily Raring (dgldPy)lConrroUing Factor Brand Month Month Month Month Month Month 1 2 3 4 5 6 5 8 4 G 1 4 Sillr Cut KS CO CO Acrolein CO CO CO 1 1 4 4 Piccadilly Mild CO Acrolein I COIBcrolein CO CO CO John Player 41 32 32 40 32 26 Ultra Mild IS HCN Nicotine Nicotine Nicotine I Nicotine I Nicotine Embassy 27 If 18 25 21 19 Ultra Mild Nicotine INicotine Nicotine I Nicotine I Nicotine I Nicotine 6de M14O II Nicotine Nicotine O C~1 Cfl Q3 L~J Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 d& aall 6 El OCliVINY D~ I DIIW ~IES OVIR I SIX ~OISTH IEIIOD Henn kll~crf )It~ i -1 i LnEs for 11~ lieotinl e0 lel ~tollill Drill Inrinll Onily 8ntinS (nJcil) I (nllcil) ) (~eleiC) ) (utlcit)l(Y~lcll)l (Vglell) ) (ciEldly) (cil;ldny) .I Silt'Cue P 6,9 0,87 11,2 65 181 52 3,8-416 1 (5)t (6) (15) (15) (13) (31) eo licudiIly. Niid 7,3 0,54 11,4 11 151 55 3,7-4,3 4 (a) (7) (7) (11) (12) (25) John Iloyer 0,9 0, Is 0,4 6 13 2 26-41 33 Oltrn 81d Ks (42) (22) (17) (11) ('t) (93) NicotinelrlCN Nicotine Bb~~ry 1,1 0,29 0,9 9 11 1 17-27 11 'lltrn NIid (31) (It) (17) (16) (24) Nicotine Nicotine 8do n140 6,5 O,b 4,8 25 65 11 9-11 to (·) (·) Nicotino CO t Fllurat in btlckctl nro coolllcilnt~ of v~rkllon. Plill Ltlrl bnnod on IIoo Icllvlr) Into, nt Coefficient of voti~tion not luotld sinec the deterlilutioo Ilnlt for let vol rl~cc~ dYriPl~odrori~t period, O h ClibPDF - v~~fastio.soni 119i ~PBQIX I The following details relate to the Project II6Q cigarettes, i, BLENI) The same nlc'c0rcd tobacco blend rl need for all the VI0d1 ci8aretteo in the series, Dltlils are as follows: Grade 1 Total blend ~28 4 4 1121 4 BZw 0151 Cradcl UH 4 121 8 BZY ~a I CP 48 i Canadian Cradeo oca nAb s Korean Grades la 1 )CBt I llBT I TbaI Grades bKBT 1 I 0~ 1 GI ~lalsml ~lr~ u 100t The blend ~~ cut at 45 c,pli, 2, ~BD CtllElLSTRY Nicotine (2 d,v,b,) 1,70 I~P Ilr Oik~) 8~ Ldoeiat glbar (1 d,u,b,) 17,6 3, PtlYSLCAL DATn YD SPECLFLCATIGlJS The physical data and ~plcific~tions for the 11001 series of cigarettes II given in Table 2, Certain leatrrel vore croa to all the cigarettes in the acrid end thee are detailed bclou: O ClibPDF - v~~fastio.soni cZOI (a) Total Length · 84 am; Filter Length · 20 am; Overtipping length 121 ms, (b) Cigarette paper was De Buduie 150C, Nean permeability · 119 CORESTA (range 10F131 CORESTA, Manufacturers target I 120 CORESTA~ 202), (c) All tippings were of the mechanically perforated type manufactured by Interbobbin, The tippings had 28 mm centres, i,e, perforations cenrred 14 ram from the south end of the cigarette, Except in the case of M140, which was gummed all over, dry line gunning was used, (d) Target cigarette circumference was 24,80 cm, (e) The filters on cigarette codes 11141 and M142 utilfsed the high petmeabtllty plugarap, Schweitzer 260111, This plugwrap has now been superseded by Schweitzer 260H1 which is reputed to have improved running ability, d, SMOKE ANAl,YTlCAl DATA The VIGOR series of cigarettes was analysed for each of the "constituefits" and the results are summarised in Table 1, 51 SUBJECTIVE ASSESSIIENT The VIGOR cigarettes with Daily Ratings 10, 15 and 20 cigaretteslday (ilel n140, E1141 and 11142 respectively) were assessed using the OE~TA technique, ~wa commercial cigarettes from the U,KI market pete also included in the assessment; these being, Silk Cut KS which has a Daily Rating of 4 cigarettes/day (tar · 8,9 ng, nicotine · 0,87 mg) and John Player Ultra Mild KS which has a Daily Hating of 33 cigaretteslday (tar.0,9 mg, nicotine · 0,18 mg), Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1211 Tn summary, the conclusions from the DEVA Panel assessment were as follows : (a) Code M140 (Daily Rating . 10 cigaretteslday) gave a relatively high impression for mouthful of smoke and had low draw effort, It created a moderate level of impact and feel in the mouth, nose end throat, Taste and aroma were also evident and overall a good acceptability was achieved, (b) 0f the three test cigarettes Code M140 was the one which compared most favourably with Silk Cut KSI however, it should be noted that M140 was designed to meet a particular Daily Rating rather than to match or improve upon Silk Cut KS, (c) Both M1b1 and E1142 compared closely with john Player Ultra Mild KS, (d) The subjective rank order for the VIGOR test cigarettes was (from highest to lowest): M140, M141, H102. (e) Flavoured versions of the three test cigarettes using the flue- cured enhancer 90,8305 (applfcation rate 1,5 11100 kg), were also evaluated, The flavoured versions had the same subjective rank order as the unflavoured cigarettes and also showed similar inter-element correlations with the commercial cigarettes, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 32·· APPENDIX II The following details relate to the U,S, Blended cigarettes made for Project IGOR, i, Blend ICOR I I Blend fCOR rr I Blend Grade Z Grade X CIXE 8 CIXE 8 C2~IE 1 11XE 4 I1XE: 4 11X1J 4 UXW 4 TIXW 4 U'S, Frue~cured Grades L2XE 8 T1XtJ G CDCZ 8 COC2 4 i····~··~~ CR2 I 082 BCBT 4 BCBT I BSBT 4 BFBT q ) Korean Grades BKBT 818 B1B b B2B 8 828 8 R1B G RIB 4 U,SI Burley Grades R2B 4 R2B G YAB 10 YAB 14 Oriental WTS 20 ~S 20 100X 1002 The ~S was flue-cured stew ex Southanpcon Branch, The blend was cut at 27 c,p,i, Q V1 Cn m a 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 123~ 2, Tobaeeo ProcessLR and Casi~ The easing wed was as follows, Burley Portion Virginia Portion Target Target Primary Casing Level Primary Casing ILevel (2) (2) Avalade Bt0 Avalade 2,0 Melon 210 Intame 3,0 Amdiner 5,0 Celando 313 Hsrikin (122 BF) 2.0 Crelsnter 3,3 Secondary Casing Celando '5,0 Crelanter 217 Processing Conditions Burley Portion Moisture content after casing - 319332, DLD redrying conditions after casing 145'C for 9 minutes in a static bed of depth approximately ~ on and using an updraughte Moisture content after redrying approxiPately 32, Reordered to 192 moisture, Secondary casing should bring moisture up to 212, Virginia Portion Normal procedures fox Virginia blends, Casing should bring moisture up to 212, Oriental Portion Cold processed - no more than 35"0 throughout, Crt 03 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 c24* 3, Blend Chemistry lCOR i ZGO~I~ licotine (X dlv,bl) 2d 1192 Total Sugar (Z d,w,bl) 15,5 16l9 Reducing Sugar (Z d,v,b,) 11,2 1212 4, Physical Data and Specifications The physical data and specifications for the ~CDR series of cigarettes is summarised in Table 1, Certain features were common to all the cigarettes in the series and these ate detailed below, (a) Total Length · 84 mm; Filter length ~ 20 mt; Overtipping length'~21 mm, (b) Cigarette paper was De E~uduit 15C: Mean peroeability · 122 CORESTA (range 112~128 CORESTA, Manufacturers target ~ 120 CORESU ~ 202), (c) The same filters were used on all cigarettes, Mean bound PDI (cm W,C,) · 6,4; Tow Specification 2,11/45,000; Trfacetin Level p 3,82.; the plugwrap was Schweitzet 260 M1 which had a nominal peraeability of 23,000 CORESTA, (d) Target cigarette circumference was 24,80 mt, (e) .All tippiogs vere of the mechanically perforated type manufaetured by mterbobbin, The tipptngs had 28 ma centres, he, perforations centred 16 mm from the mouth end of the cigarette, in all cases dry line gumning was used, 5, Smoke Analytical Data The ICOR series of cigarettes was analysed for each of the "coostttuents" and the results are sumP~rSsed in Table 31 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 1251 6. Subjective Lsessmeni The IGOR cigarettes with Cori Ratings of 9, 15 end 20 cigarectcslday (i,e, M453, ~420 and M454) were assessed using the DELTA technique, Two commercial U,S, blended cigarettes were included in the assessment; these being Carlton KSFT which had a Daily Rating of 7 cigarettesldap (tar · 0,5 mg, nicotine · 0,13 mg, NO · 76 P6) 8Pd Kent ZSI which has a God Rating of II cigarettes/day (tar · 2,3 mg, nicotine 1 0,38 mg, and NO D 50 g), In summary, the conclusions from the DELTA Panel assessment were as follows : (a) Rent III gave the highest correlations on the mouthfull assessment parameter, n453 achieved a moderate to high correlation on this parameter while all other cigarettes achieved negative correlations, (b) Kent III and M453 gave moderate to high correlations on the irritant assessment parameters, Elouthfeel, Nosefeel, Throatfeel and Impact, All other cigarettes including Carlton gave negative correlations on these parameters, (c) Again, Kent III showed high positive correlation on the Taste and Arena parameters, 1653 and Carlton gave high to moderate correlations on the Aroma parameter, Negative correlations were ~chleved by ~430 E1454 end Carlton on the ArDn~a parametat, (d) Keat I'fI gave the highest positive correlation on the Acceptability parameter and 1(453 achieved a moderate positive correlation, All the other cigarettes in the exercise gave negative correlations, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 126 APPENDIX III EWI~T RES~RQ INTO THE ACCEPTABILITY OF THE CONCEPT Tbe following summary of the market research work conducted under Project VIGOR has been prepared by Hr, P,M, Bingham of Marketing Department, Millbank, (a) Background Basic consumer research into the acceptability of a "Gori" style concept was undertaken In the U,I, in two stages, the first in late 1979, among female low delivery smokers, the second in late 1980 among male low delivery and mid delivery smokers with an expressed health concern, Both research stages were qualitative in nature but the approach varied significantly between the two stakes, the second drawing from the experience of the first, The key points about the research approaches are detailed below, (b) The Research hqproaches sr_8~e one - Feasles The approach to the research was a total offer one whereby respondents were presented with five alternative brand concepts derived from the "Cori" type proposition, plus the pack, the product and a finished advertisement, following the assessment of these'total offers', respondents were then asked specifically about the concept independent of any brand considerations, Hdwever, the emphasis in the research was upon the smokers' reaction to the specific brands developed to communicate the concept and not the concept itself, The research was undertaken amongst female smokers of low tar brands in the U,K, (Sill Cut K,S,)I Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~2F Stage Two - hales The approach differed significantly from stage ope in that it concentrated upon the concept in its ovn right, searching for smokers' reactions to it in terms of comprehension, acceptability, credibility, It also focussed upon how the concept could be communicated, and the impact of a 'Gori' type league table, only after a full discussion of the concept did the research move on to consider the five alternative brand concepts developed and researched at the first stage, The research ~as undertaken amongst male low and ].pw to middle tar smokers plus middle tar dissonant (health concerned) smokers In the UIKI 'The key difference between the first and second stages was the separation of the Cori concept from the brand concepts in stage two, bur their amalgamation in stage one, (c) The K_ey Research Findings Stage One - Female low Tar Smokers The proposition evoked a degree of interest which was a mixture of hope and antagonism, The hope was expressed in terms of smelters looting for reassurance chat they could continue to smoke with a greatly reduced risk to their health, The antagonism was a simple disbelief that people could smoke without any risk plus a belief that it was another example of the American medical profession jumping to conclusions before finishing their research, There was a high interest in the 'Cori' type league table because it was seen as 'official information', Some smokers regarded such a league table as a powerful incentive to change to the top brand, whereas others maintained that such a brand would deliver such little satisfaction that they would rather not smoke at alll Cn Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 I__ 1281 The mast important finding was that, within the legal constraints upon eo~unicadon which have to be observed, the proposition as such cannot be communicated by direct brand advertising to smokers, The smoker neither has not wishes to have the knowledge which would enable him to interpret the hints which it is possible to give him in the brand communication, Thus, the brand is simply interpreted as just another conventional low delivery cigarette, None of the five brand concepts developed were able to eole~n~nicate the basic proposition, The only means of communicating the concept is through endorsement by an authoritative third party, To benefit from such an endorsement, a 'sleeper' brand must be launched which could eventually benefit from being revealed as top of a 'Cori' style league Table, Stage Two - Hale Low Tar and Health Concerned Smokers Smokers were very interested in the proposition and easily understood it although there was scepticism concerning the claim that the risk could be effectively removed because of the overwhelming evidence against such a claim over the past twenty years or so, Smokers were seriously interested In the 'Cori' style league Table but were disturbed about its iPplicaffons vir the suspicion that their own brand would come at the bottom of such a table and a scepticism about the precision of the figures on the tables (numbers smoked pr day), Smokers agreed that they would not respond to any communication of the Cori proposition from the manufacturer or the anti-smoking lobby, the latter including A,SIH, and the Governnent, A third party endorsement would be required probably from a medical or scientific authority which is seen to be both independent end authoritative, Clit; PDF -!::!!::!!::!.f3 StlC.i: Dill There was more interest among the existing low tar male smokers than the middle tar health concerned smokers because the latter believed that such a product would always be too mild for them, None of the five brand concepts conveyed the proposition adequately although each had elements which were believed to be relevant and which could be used to formulate a oew composite concept, it is not possible to have a single concept which would appeal equally to loP and middle tar smokers, A possible danger of publicisfng the proposition is that it may persuade the middle tar smokers to give up, (d)'Suauna~y and Conclusions me rM research stages partially endorsed each other hut separately revealed different aspects of smokers' reactions to the proposition, re key points are: Smokers can understand and are interested in the proposition although mainly existing low tar smokers, The league table evo~ed high Interest although created same concern about the likely positioning of existing brands smoked and sow disbelief about its precision, The C6ri concept cannot be effectively conPunlcated through conveneional brand advertising without removing the legal constraints, Even with the reed of the constraints smokers would be highly sceptical about a manufacturer claim, Third party endorsement from an authoritative, independent and objective body Is required, Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 ~1 130· d aiecper brapd Muld ban to k Lunchrd o~(diffmpr pla~fon b~U~b tbll it YWld I(PI~U~ ~LPIB~ LIOP ii 8Ub~C~UtPr ~hM pty endorse~oeat, ii O I ~n OD tU I~ Q1 Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111 O cn vl a;, ru a vl C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 Cheek List DEADUNE DME: I i I i Cover: RE)DRtNa,: ~g \?d4 Con~H1 CY114n: Y~INO lid$ REPORT fltlE: , ,SKurity ellt~i(iution: $~Gn· ~Anl~~Pn3n) oc ~~-~'~l~l~f~ Cd FiplGnphl No,: n ~b ~ol.LIOZL~ICA2erTq POll~aB~ PhP~ognehlNo,r KEY TASK: 3b·O~~o~L1 FILE No.: R~dul~nl: O AUTHOR: bC: O PROJECT LEADER: ISSUER: olsTRlBuTlON: leFB lqY : IWH (II : RAS(2) : RMO I1I : RSW131 : RGNPI : ER (1) FSI11 : WPdlS(11 : ~a :IPGF iii li7xrrv (21 : Fill 13ufCn HrL~7 TAPE REF: Typing Checkinp Sipn~ Dete Olte tun Dete issuer Dete Sent Reed Returned II.~·II Dntt fortyping (1) Plspn ms~t~: k ~ fA,ll.dl Conetione (II 121 ·3~1 ,ge , Prep~ 1 Bound CoW: $6 ·cl P1 5, ·1 i, 3. d ~ee issue: I~ I;r;?le~c~nh;a, 3~) This pro forrne is intended to fdlitltr end deteil tlK progress of G,R. a O. C. Reports from the typrcript stege until tw report is finlly epproved end is~wd. The pro forme should be eornmeneed It the time of the initU ing end Iccompmv tte typlKlipt lend mester etter preperetion)etell wbrrputnl dlge~ It must be ant to #fitnl filing with the melter in 11 report is issued, Note: 1, Whetover poeslble, drefts for typing should be writtm in ink, 2 After typing, the typneript shouldhorrnelly be returnelf to the Author, who will subseouently obtein the Project Leeder'eend lesuer'sePoroveL 3 Clrouletion should be deterrnined by the issuer, 4, The typwaipt must nor be presented for printing until dr Issuer hls initild tn pro fw~nl egeinst 'Prepen Ml~t~r, O 5, After printing, one bound #Ipy must be returned to the Issuer for finel epprovel end the issuer will ensun thet one Cfl copy il#n by the MsCr. Q a Pfl Q C: I i I; PDF -!::!!::!!::!.f3 StlC.i: 0111 s PRoPPJ~b B~ ~PRI F~1 R~~ I O Cff m ru a cJ1 \o Clit; PDF -!::!!::!!::!.f3 StlC.i: 0111