PR03ECT MY EnplotatPry Phase In T~ronto - + · - I ;]:·i '·;··:!:~: ·· ·.:. . I .'.,. · : ·. 'C · ·· ·· ·~;·· - i·~·:i·* YL 1·~:;;~: 1··· I·· t t .. ~~.. .. ~I " I 1" ···I II · 1'11 June, 1988 ..,...... " ... .UY " -- Pte~arad For: JWD1W TOBArm UMIIED Ilontreal Ouebee III I I~(~~ The Creab~ve ·- II II ~)~I~~ Research ,, O Group, O -· IIIIII UI 0\ U1 BATCo document for Legal Services : Health Canada 20 May 1999 TABLE OF COHTMTS en~e FOREWOAO ,~~~.~~..~.~.~~ ~.....~.~.~.~~....~..~.~~~~.··~~~·~~~····~· IMPLIV\TIOHS ~,~,~~~.~~,~.~~.~~ ....~...~.~~.~.~~.~ ~..~.·...·~··~~~· 5 HIW1ItHTS OF FINDINGS .~.....~~~.~~~~~~~ ..~.~.~~~~...~~...~ ~~..~~~ 6 THE FINDINGS In DETAIL ~~.~~~~.~~~~~~~~~~...~~...~~~.~.~.~~~~~~~~~~ 8 SEM~CN i: T3E BENE'ITS Of SMOKING ~~~~~~.~.~~..~.~...~~~~~~~~l~~l 8 SECTION 2: THE ORAIIBACKS 10 SMOKING ,.,,,.,.,,,,,,~~~,~ ,,~,~~.~~.. 11 SECTION 3: CONCEPT DEVELOPMENT ~~.~~~......~.~.~~~ ~~~~~~~.~..~..~. 17 3,1: Modified TIN Ratios ,~,~~,...,...~,~.~.~.~..~~~~~~~,~~~ 17 3.2: Synthetic Tobacco ...,..,,.,,..,.....~~~..~~~..~.~...~, 1B 3.3: Hew Filter Technology ..~~.~~~........~~....~~~..~..~~~ 19 3.4: Extensive Tobacco Treatment ~~~~~~~.~.~~~...~~~~~~.~~~ , 20 3.5: New Delivery Systems .....~~~~..~~~....~ ~...~~.~..~~.~~ 21 SECTION 4: ENDORSEMENT OF DEVELOPMENT .,..........~.~.~~~ .~~.~..~~ 23 SECTION 5: PROTOTYPE PRODUCTS .,.,,.~,.,~....~.~ ...........~~...~~ 24 APPENDIX BATCD document for Legal Services : Health Canada 20 May 1999 FORMRn BATCo document for legal Senices : Health Canada 20 May 1999 FOREWORO Background And Objectives Project Day Is directed at expi ori ng potenti at al ternati ves to conventional cigarettes that credibly offer the elements of traditional tobacco pleasure, with a greater level of safety. The latter area is the underpinning of Day; Project Visa, in parallel , ir examining the social benefits of reduced sidertream smoke and Project Saturn concentrates on taste and Olfactory d~mensions. The three are Interrelated, yet focussed in their own right. White there is no direct evidence that causally associates smoking with diseases, the belief among smokers, and the public at large, is that there are health-related issues involved with smoking, many of which relate to cancers. Providing a viable solution to these issues is generally recognized to represent an enormous benefit and marketing oppstunlty, Hence, Project Day: an early conceptual exploratton of potential product development with an orientation toward a cigarette which is "better for you", while delivering the sensory experience so important to the smoker. Several research objectives emerge for the initial study: I Val idatt ng the viability of alternative product concepts In terms of credibly satisfying smoker concerns about Product safety and, at the same time, delivering the key benefits of conventional cigarettes (t0 be defined); BATCo document for Legal Services : Health Canada 20 May 1999 C Ordering the five development areas on sal i ence and Interest among smokers, understanding the reasons for acceptance and rejection, the clarity of presentation of the ideas and the level and nature of trade·off for a 'safer' cigarette. De:~tmining whether age, lex and tar level smoked influencer perceptions. Understanding the relationship between tar, nicotine and carbon mon6xide (CO) in consumer perceptions as contributors to health Concerns, Discovering the credibility of source of information of messages about development in thi s di rection, For example, Is the imprimatur of a major trademark sufficient or Is third party endorsement essential! It should be borne in mind that the research reported herein, while having definite marketing Implications, is largely directed at providing guidance to Technical and R&D for the next development steps, BATCo document for Legal Services : Health Canada 20 May 1999 Method The group discussion approach war employed, using rbronto as the survey area, in:he period June 27th to 29th, 1988, Toronto, it should be recognized, along with Vancouver, probably constitutes the area of heightened awareness nationally of health and social concerns about smoking, As suci;, it represents a leeding edge direction; other a:ebs may well he more consonant in both concerns. A total of 78 panelists participated, selected according to the criteria below, with the additional requirement that each individual had at least a modicum of health concern in relation to smoking, Number Of_Grou:r 18 - 25 smoke 8 to 12mg brands 25 - 39 smoke 8 to 12mg brands 18 - 25 smoke 3 to 5mg brands 26 - 39 smoke 3 to 5mg brands f~ales 18 - 25 smoke 8 to 12mg brands 26 · 39 smoke 8 to 12mg brands 18 - 25 smoke 3 to 5nlg brands 26 - 39 smoke 3 to 5mg brands The definition of 5 to'l2mg brands was broadened to include major competitors in de Maurier, Player's light and Export "A" Medium, All groups were moderated by a Senior Creative Research executive. Sessions were audio-taped and transcribed for subsequent review, Copies of the survep materials are appended. BATCo document far legal Services : Health Canada 20 May 1999 Resll ts The results are presented as follows: Implications; a Highlights Or Findings; The Findings In Detail; and The Appendix, A Ncte Of tautlon Because of the pualltatlve nature of the study design, the reader is cautioned to view the findings as hypotheses rather than as definitive conclusions. Although consistencies and logic lend confidence to the analysis and interpretations, there Is no way of determining the degree to which the optnicns expressed ate reflective of the study population at large~ July 11, 1988 THE CREATIVE RESEARCH GROUP Study No:602·BBP limited Oac. 1.0.:0994K BATCo document far Legal Services : Health Canada 20 May 1999 IHPLIC9TIOrPS O Q C; BATCo document for Legal Services : Health Canada 20 May 1999 IHPUCATIOHS Recognizing the early stage of Project I)ay, some Initial implications nevertheless can be drawn. Oevelopaent direction should most likely consider use of the conventional -tobacco leaf, modified to provide a "rafet" product, Tobacco substitutes are viewed with suspicion and their track record has not been good. Hew delivery systems may be too "left field" fat many, BATCo document for Legal Services : Health Canada 20 May 1999 HIGHUCHTS OF FINDINC;S BATCo document for Legal Services : Health Canada 20 May 1999 IIBU~S QF FIlOrYg ( Rmang the beneM~ IDkers att~butP to ~garltte ~mc~ng are relaxatlon, stress reduction, stimulation, Improved concentration and some social advantages. The smoking ritual itself has a role. ~ modified cigarette needs to recognize these deslreable EharacteriJtlcs~ Clearly, a health concern permeates smokers' conseioulnes~ at some level, however. Cancer, primarily lung cancer, is the focus and tar II Identified as the villain. There is a barrage of negative pu~ldty, p~~rfly nedia generated, cantributing to he~th ouestions surrounding smoking. Many smokers are well-lnlormed on the subject, Smokers are prepared to make a trade-off lot enhanced health benefits. Preparedness to give up taste II much greater than willingness to give up satisfaction. Concept development: Modified TIH Ratios - too close to present - a retroqrade step for low ilH smokers, Synthetic Tobacco · "synthetle" pejorative - bad past experience I possible harm from substitutes BATCo document for Legal Services : Health Canada 20 lay 1994 1 _ New Filter Technology fascinates some men "old hat" for others - probably minimal health value If any taste or satisfaction is to remain - not rejected altogether Extensive Tobacco Treatment - shows most promise - "puri fi cation", "tsmmorrow' s cigarette" positive and upbeat - natural tobacco minor concern about components introduced In processing Hev OelfverJ Syrtea - a bit "rpace age' - not well understood - some concern about ?artffldal" elements pl~ues interest among the technlcally- minded I Possibly, the further away from conventional cigarettes, the more the need for a third party endorsement of the developnent~ However, same as a general principle distrust any association with the tobacco industry, others distrust the "white coat expert", So the answer really depends on the personality or the individual smoker, Some initial guidance on product development has been dbta~ned~ The 653 and #464 directions In particular appear proml~ing~ BATCo document for Legal Services : Health Canada 20 May 1999 ME FINDINGS IN DETAIL SECTION i: ME BENEFITS OF SH3KING BATCo document for Legal Services : Health Canada 20 May 1999 THE FIHOIHIS IN DETAIL SECTION i: THE BDIEFITS OF SHOKIHG Undeniably, there are binefts to smokers, even those selected on the baris of having some health concerns. Without smoking, their lives would be less bearable, or less complete. What, then, are the key benefits, the ones that Project Oay should consider very seriously when providing an alternative to conventional cigarettes! Relaxation is a term that emerges early and spontaneously. It Is a muiti·faceted concept, however. Relaxation covers Its strict definition: an ability to sit hack and unwind. Smoking provides this. It can introduce a reflective and introspective mood. And the ritual of lighting up, inhaling and exhaling Is an important component of this type of relaxation, In this context, smokers would be distressed to lose the visual aspects of ambient smoke. Another type of relaxation refers to the reduction of stress: the calaing effect a ci gatette has when pressures are beccd ng unmanagehble~ like the sitting back and relaxing type, this benefit is likely to be enjoyed alone, rather than In the company of others [whethe~ ct not the stress is generated by another person). Smoking provides a calming effect; it reintroduces p~tspectlve~ BATCo document for Legal Services : Health Canada 20 May 1999 Breaking eye contact is an allied benefit to stress reduction. Of course, this is In the one-on-one or 3raup situation, Also related Is the thaught, Ilomethieg to do with your hands", lhe ability to avoid a difficult response or cover an embararsing moment or silence by lighting up II a posit've for the smoker. In this, the ritual is obviously key: opening the pack, taking out the cigarette, lighting it, inhaling and exhaling, However, some of the physically aiming pmpe~~es of tobacco also come into play. cigarettes as a eonpadon to other products or activities is an important role. To many It is unthinkable to have a coffee without a clclaretie, cigarette smoking and consuming alcohol go hand In hand. Women in particular point to the almost mandatory lighting up of a cigarette when answering the phone or dialling out. In the social situation, young men identify another role for cigarettes In this context. It Is one of "clubbing together", It is natural to "light up" when your close circle of friends meets after school or work, The physical sensation, the "rush" generated by (nicotine In) the cigarette cannot be denied, Men primarily suggest this benefit of stimulation (women focus more on re~ax~tion), A cigarette "gets your heat: Started in the morning", ~r ewapple~ Clearly, thi i is a seokin3 property crucial to acceptance of a modified p~dduct~ Enhanced concentration through smoking is (cortectlg) Identified by a minority, Students notice this, They report that ail-night cratpning for exams would not be possible without the aid of cigarettes In this regard. BATCo document for Legal Services : Health Canada 20 May 1999 The ritual Itself can be pleasurable, aside from its place in masking social awkwardness, to some extent this overlaps with relaxation, but smokers can derive sattrfactron from seeing the process In action, even if they stop short of blowing smoke rings, The pipe Is the ultimate supplier or this benefit. However, cigarettes can function similarly, at a lower level, It Is perhaps worth noting that taste, per se; is not necesra:ily anointed as a benefit, Many smokers, Indeed, say they do not reallg like the taste of flgatettes~ They seek other benefits from smoking, such as those described above, BATCo document for Legal Services : Health Canada 20 May 1999 SECIIOH 2: THE D[IGWBACKS ~O SHOKINC BATCo document for Legal Senrices : Health Canada 20 May 1999 SECTION 2: THE ORWaACYS TO SHL)KIHG Bearing in mind that panelists were selected on the basis of experiencing at least minor drssonance in the health area, there nevertheless is clear evidence of a downside to smoking among cigarette snokerr~ Its di rection conff rms the thrust of project Oay~ A health concern is obviously there. And the focus is on cancer, specifically lung cancer, but also mouth and throat cancers. Tar is almost universally blamed for this, Inhaling is believed to coat the lungs with tar, therefore restricting the capacity to breath (which causes other respiratory complaints) and promoting the growth of cancer, Enpny~e~n~ and reduced circulation ran result fro~ this proeess~ In turn there can lead to heart attacks and sttokes~ However imperfectlythe phyrfological effects of smol(fng are understood ·· and there Is a degree of folklore involved -· there is obviously a lot of information available and many smokers are quite well-informed, they report the source of their information as "everywhere today~" In particular, the media, both electronic and print Is singled out, though. The emphasis on these health concerns does vary by smoker group. The Health Atti tude Model below Is simplistic - there are crossovers between groups - but serves to Illustrate the degrees of concern involved, it should be emphaslted that this Is a relative model, speaking to being more or less consonant rather than consonant in absolute, None of the panelists was this, It will be remembered. BATCo document for Legal Services : Health Canada 20 May 1999 Thus, women, who tend to be aware of additional health Issuer such as pregnancy complications and tlnderuelght babies, are possible less likely than men to focus l~nediately an health as 1 drawback to smoking. Often women will spontaneously repeat "the smell an my hair", "my clothes stink", "qv husband says it's like kissing an arhtray", before dealing with health concerns. It probably could be laid in general that women are more relaxed and flexible than men, And this appears true of smokers, Women, while recognizing a wider range of health Implications of smoking, appear more cheerful about their habit and more likely to endorse its benefitr~ The main guilt attacher to pregnancy and the potential effect an the unborn child. Younger people are more consonant than older smokers. They h4ve just 'started out" and "have a few years to go before we need to worry about :hat~" Older smokers, on the other hand have had their fun, Ihey now may be "playing Russian roulette", It is time for them to consider quitting more seriously. The tar level smoked has an influence on consonance. Those who have cut down to (or started out on a) low tar brand feel better about themselves and lacking, Hid to high tar smokers, uhi)e owen unprepared to give up the taste and satisfaction of their brand, ate note likely to be dissonan: on health issues (or conversely to protest about the fuss and publicity ·· they do not want to hear about It). Hence, younger, female, 3-5 mg smokers are probably the most consonant, alder male B - 12 mg smokers the mast df ssdnant. BATCo document for Legal Services : Health Canada 20 May 1999 HUU ~I~DE PDEL lonni MORE LESS ~sa~wt vOUHC FEHALi YOUIG \ 3-5 mg o I MALE I I ;1 3-5 eg OUER I E rEMAIE vOuFic S 3-5 og FEMAIE S 8-12 mg OuER MALE 3·5 q I n OLOEP O i YOUNG X FERLE R S I 8·1~ Ig OLOER MALE 8-12 mg 1ESS ~RE DIS~MAlf Undeslrlbls phy~f~ll effects or smoking ran sometimes Extend Into the health area, but also may be considered an "annoyance' rather than a "haza:d", ~e~e include roughing and the generation cl phlegm, BATCo document for Legal Services: H,~t~ Cllldl it rly 19)8 Hicotlne Is not singled out as specifically a health hazard in and of itself by many, A few say, "Yes, it's a drug that stimulates your heart rate and can lead to problems." However, most men and women identify nicotine as the agent in smoking that causer addiction. Indirectly, then, nicotine contributes to health problems by causing the smoker to contf nue to ingest the real vi I 1 at n, tar, But the s a:i s:a ctl on delivered by nicotine would not want to be lost, To a large extent, a trade-off Is involved, Scoketr appear are willing to give up taste (:ar) than satisfaction (nicotine) for enhanced safety. A rough synthesis of the level of trade-of: is shown below. Smokerr may be willing, from a start point of their current cigarette regardless of level, to give up 25 percent to 5~ percent of taste, but 25 percent or less satisfaction, for a health benefit. Human nature Is such that more "better for you'' Is expected or desired than has been given up in taste and satisfaction. A few, represented by the dotted arrow, while endorsing this desire, say realistically the health Increment will be less than the taste-satisfaction downgrading. ME TRRDFI OTf CURREH~ ~ SATISFA~TIOH~) 100 75 50 25 0 E T. 100 O T rl--l'l T 75 25 A I WILL ~)~, "" F 5 I TRADE r"'*7 t so 50 R (~) 25 'i FOR 75 O o loo (1) BATCo document for Legal Services : Health Canada 20 May 1999 Carbon moncxlde, the third topical component of smoking, war not often singled out spontaneously as a health hazart~ When it was, or when the subject was Introduced, the almost general feeling was that CO is more hazard to non-smokers in the form of exstled smoke than to smokers themselves. The second-hand smoke shibhole:a ts widely belleved~ ~hi s leads to the general area of social concerns and their relationship to health issues, it is her! that the demarcatldn lines between Project Day and Project Visa becc?a a little fuzzy. For there Is an overlap In the second-hand smoke area, Primarily believed to be a health ha~atd for non-smokers, setond·hand smoke also is seen to affect smokers in confined areas, such as bars, where the volume of ambient smoke Is high and the ventilation often pac:. Smokers, while accepting the second-hand sake theory, exhibit a varying cancer;; with the issue depending on the :'reumstancer. There ate the extreme pro-smokers' rights groups ad t~2 rabid anti-smokers group. However, most smokers seem to fall into t~i middle area, which allows a degree of accommodation and con s i dera:i on for both smokers and non-smokers. Thus, a smoker would feel it incumbent on himself or herself to move or butt-out in a ~onfine~ area where a non·smoker is bothered. This tolerance wanes in more open spaces, such as a ballpatk. There the smoker's attitude is more likely to be that the non-smoker should move, if he has a problem, In another sense, the health and social issues are separate. Smokers almost unanimously believe that resolving the health Issue will not dissipate the social pressure. Smokers feel they ate being harassed because of their habit, per se, and that this would continue even If the non·smoker were catered to with, for example, a reduced sldestteam product. BATCo document for Legal Senrices : Health Canada 20 May 1999 The RaR-type product placer 1 foot in both the Day and Vira camps. Smoke Is reduced to a "vapou~-llke mist" and the elimination of tobacco combustion eontr~butes to health benefrts. (It does have some problems, which will be d~sculsed later,) Reverthelers, the qtlertidos of reducing tar (Ind other elePen:r), while naintrining latirfactlan for the Imoker, are clearly in the orbit of Project Oay and will provide the focus in the enslrlnF ana[y~ii~ BATCo document for Legal Services : Health Canada 20 May 1999