BENSON & ED M70 SPYLIAL MIID INTERNATIONAL PACK & AIVBMS12IG STUDY MOAGNOM SMEARY 0 h-epared by: A. P. Bryant Date: February 1982 Distribution: Mr D. B. Beecroft Mr G. A. Coles Mr N. R. P. Brunt Mies M. B. Vallon Marketing Intelligence Dept. (2) CD c~ (Jr- BATCo document for Legal Services : Health Canada 19 October 1999 CONTENTS Page KEY F-E=3 & RE)COMDATIONS 1 INTRODXTION 2 RESFARCH CBJECTIVES 3 Broadscale objectives Redefined objectives RESEARCH METHOD 5 SAMPLE STRXTM 6 7 APPROACH TO AMIMIS SUMMAFY RESULTS A. Brand status ll B & H S.F. B & H S.M. B. Test pack reactions 15 1. White versus gold 2 Gold pack preference 3: Pack criteria analysis 4. Individual packs C. Fame test 20 D. Copyline reactions 21 1. "Discover the gold standard in low tar cigarettes" 2. "Discover the B & H taste in a low tar cigarette" 3. "Tbe only mild cigarette I'd change to" 4. "Think low tar. Think B & H S.M." 5. 11B & H S.M. sets the standard for low tar cigarettes" E. Advertisirkq reactions A. Routes 23 B. Treatments 25 APPENDICES I Test packs 11 Copylines III Advertising treatments APB/KC February 1982 C:> C::~ Ln BATCo document for Legal Services : Health Canada 19 October 1999 KEY REMLTS & RECOWENDATIOM 1. Brand standing B & H Special Mild, in its current positioning as a "free standing" overt low tar brand, has not established arq substantial presence or identity for itself in the majority of its markets. Its current packaging has not been supportive in developing a market franchise. 2. Test pack recommendation In the context of the proposed revised brand strategy: (a) Gold is clearly preferred to white as the base colour for a B & H S.M. pack. (b) The idute/blue horizontal band pw1c is recaamended as the best candidate for a repositioned B & H S.M. 3. Name reco=iendation Researching the alternative names "Special Mild" and "Ertra Mild" yields a clear Ireference for "Special Mild" among English speaking respondents. To non-Finglish speakers it had little relevance. 4. Advertising No recommendations are made on the best advertising treatment, since the advertising strategies are yet to be decided. However the treatment most preferred overall vas "Sailing" (see Appendix III) 4:h- C) C) BATCo document for Legal Services : Health Canada 19 October 1999 -2- INTRODUCTIOF International Brand Management are reviewing the positioning of B & H S.M. It is felt that the brand has not achieved the level of success expected of it as a eDlus proposition and therefore consideration is being give to the option of changing the pack to a gold based design and developing a clearer link with B & R S.F. In this way, it is hoped that Special Mild could not only assume the image values of Special Filter, but alBo provide a supportive role in defendin~g the brand against losses to the law tar segment. The brand strategy objectives thus being: 0 I. To protect B & H S.F. from attack by conpetitive low tar brands. 2. To offer B & H S.F. smokers a low tar alternative within the brand family such as to: (a) make the switch easy (b) maLintain/increase B & H franchise 3. To attack competitive low tar brands (this being incidental to 1. and 2.). C) Ln Di N) I BATCo document for Legal Services : Health Canada 19 October 1999 W,GH OBBCTIVES Broadscale objectives: 1. To determine the reasons for the brand's lack of performance. 2. To determine 'which changes in the proposition would sijpificantly enhance its potential. In order to clarify the options, I.B.M. asked Ted Bates Ltd. (our advertising agency) to develop test material which not only provided concrete examples of gold racks but also in providing redesigned white packs allowed the research to evaluate whether the potential of the brand could be improved in its existing format. Ted Bates Ltd. provided the following: Packs Gold packs - 4 test designs for bath Special/?ktra Mild and Ultra Mild. White packs - 2 test desigris. 2. Copylines 5 possible copylines (in Eng-Ush and Arabic) 3. Advertisements 5 advertisements. (See Appendix I for illustrations of the actual material.) -9~12. CD C) BATCo document for Legal Services : Health Canada 19 October 1999 -4- Redefined ob~ectives The second broadscale objective was then redefined as- 1. To determine whether a white or gold pack is the beat option for a repositioned B & R S.M. 2. Determine best p ack among the test mterial. 3. Evaluate the efficacy of 5 possible copylines. 0 4. 'Evaluate the efficacy of 5 possible advertising treatments. 0 4--b CD CD (il I BATCo document for Legal Services : Health Canada 19 October 1999 -5- FTZWCH MMOD Qualitative research was conducted among B & H S.F. smokers and low tar smokers (including B & H S.M.) in key markets defined by I.B.M. The markets investigated were: U.K. - Channel Islands (pilot) Saudi Arabia Sudan Malaysia New Zealand Nigeria -C- CD (z) U1 I BATCo document for Legal Services : Health Canada 19 October 1999 -6- SAMFU STRUCTURE The sample structure was adapted to the varying conditions in each of the markets investigated and is given in detail in the individual reports which are available on each market. In stmmary they are as follows: Pilot: Channel Islands: R group discussions. B & H S.F. smokers. (50% health concern) 0 Main study: Saudi Arabia: 10 group discussions Virginia smokers. (4 Saudi, 4 E.L.P.J.S., 2 Yemeni) 15 depth interviews (7 B & R S.P., 8 low tar, 1 B & R S.M.) Sudan: 14 group discussions (12 B & H S.F., 2 other brands) 16 depth interviews (8 B & H S.F., 7 low tar, 1 B & R S.M.) Malaysia: 9 group discussions, B & H S.F. smokers. (2 Malay, 2 Chinese, 5 combined) 1 group discussion, B & E S.M. smokers. New Zealand: 8 group discussions (4 B & H S.F., 2 B & H S.M., 2 low tar) 10 depth interviews, B & H S.F. smokers -9.1%. Nigeria: T.B.A. CD C) 5. Ln r--j cy% BATCo document for Legal Services : Health Canada 19 October 1999 -7- APPROACH TO THE ANALYSIS In analysing the complex of results across 6 countries a core structure for the analysis was searched for. This -was seen to be firstly a confirmation of the status of 33 & H S.M. which was congruent with the hypothesis on which the repositioning strategy is based and secondly to be the selection of the best pack for B & H S.M. However the definition of."best" was not entirely a simple process since it raised questions not only about Special Mild but also about Special ?ilter. In looldng at brand status B & H S.F. is seen to occupy varying positions across the world - strong penetration and presence in U.K., New Zealand and Malaysia; total dominance in Sudan; and weak presence and poor image in the Middle East (Gulf States). However, in addition to varying levels of success there are also some signs that the brand may be beginning to age: (a) in Malaysia,' while it is a highly acceptable brand, it is perhaps no longer the most stylish brand to be seen with. (b) in the Channel Islands, while seen as sophisticated and classical, again it is reported as showing some vulnerability to wear. (a) in Saudi Arabia, the brand has entirely the wrong image - ageing, stuffy, harsh and Ehglish. The question therefore perhaps ought to be raised, that while the "gold" theme still has great strength (with the possible exception of Saudi Arabia) its BATCo document for Legal Services : Health Canada 19 October 1999 --a- anchor point which is itS Packaging may now be on the point of declining in image strength. This doubt was reinforced during the course of the research by the many instanceswhere particular test packs were preferred to, and thou&'It of as replacements for, the existing Special Filter pack. However, having made this comment, since Special Filter is outside the area of the research brief, it has been assumed that Special Filter will remain unchanged, while Special Mild will be repositioned an necessary. The criteria for selection of the best pack for Special Mild then became as follows: 1. Special Filter pack compatibility The ability of the chosen rack to present a clear family resemblance between Special Mild and Special Filter. 2. Distinctiveness The ability of the chosen pack to canmunicate that the product contained wo nevertheless different in some way frcm Special Filter 3. Mild message The ability of the pack to present in either an overt or an underplayed manner the message that the product is low tar. 4. Special Filter brand image compatability The ability of the pack to ccmmunicate the same image connotations of sophistication, style and quality as shown by the Special Filter pack. C> CD r~J CD BATCo document for Legal Services : Health Canada 19 October 1999 -9- M PACK SELECTION CRITMIA Criteria Very strorkg Strorig Neutral Weak Very weak Special Filter Pack compatability Distinctiveness Mild message Brand image acmpatability Competitive low tar brand standout 0 -1~* CZ) C:) Ln f\j BATCo document for Legal Services : Health Canada 19 October 1999 _ic- 5- Low tar brand standout The ability of the pack to distinguish itself from other low tar brands. Having set these criteria, each pack was reviewed individually on its international perfortmee and placed on a five pollnt scale relating to the each of the parameters (see grid example opposite). In this way the question of white versus gold padks was enccmpassed within the general analys-s. Special Mild/Ultra Mild It is worth ccmmenting at this point that to the majority of respondents in all countries, the concept of moving to a low tar brand vas difficult to accept in Atself, and the further step to an ultra low tar was ccmpletely unreal, therefore the secondary aspect of judging the packs on thex ability to form a coherent family of three was not really feasible end in the main all the test packs tended to be taken as alternative candidates for the Special Mild option. -C-1-. CD C) LJQ CD BATCo document for Legal Services : Health Canada 19 October 1999 SUMKARY RESULTS A. NM STATUS B & H S.F. Overall a brand with wide popularity and carrying an acceptable status in most markets. However, there are some early indications that the pack may be beginning to age as its design style begins to beccme dated. 0 (a.) Channel Islands The brand is seen as a high quality product with wide popularity and the pack as sophisticated, classical and elegant. (b) Saudi Arabia The brand is known to be a minor brand, and the product is considered strong, harsh wd of lower quality. The brand is viewed very much as a Sudanese brand. The pack is seen to be representative of English traditional style - formality and aloofness. 0 (c) Sudan The brand is seen as high quality, luxurious, prestigious product that is a yardstick for cigarettes generally. It is -universally smoked. The pack is Been to represent the values of the brand. -0~- C) C) Cn BATCo document for Legal Services : Health Canada 19 October 1999 -1 P- (d) Malaysia The brand is ubiquitous and Popular with everyone. It carries an acceptable status although known to be manufactured locally. However it is no longer seen as a cigarette for special occasions, the pack projecting no image of specialness. (e) New Zealand The brand is seen as a smooth, strongish, satisfying product. It is widely smoked, but the pack still projects an up-market, smart, stylish image. W B & H S.M. Overall in its current positioning as a semi "free standing" overt low tar brand, B & H S.M. has not established any substantial presence or identity for itself in the majority of its markets. Its lack of performance to date can be attributed to: - the poor image and low market share of lcw tar brands in general. - EL lack of any specific appeal to low, tar smokers as a solus brand a lack of identification with B & H S.F. a pack that is imattractive to the majority of smokers. (a) Channel Islands The brand is virtually invisible, and unknown to the majority of B & H S.F. smokers. The pack createB no interest and is given no consideration. CD C) U-1 BATCo document for Legal Services : Health Canada 19 October 1999 (b) Saudi Arabia The brand has no clear identity and respondents find it hard to say anything about it. To some the pack was seen as medicinal. The pack, while recognised as appropriate for a low tar yroduct, lacks any of the values attached to Silk Cut. (c) Sudan The brand has law awareness, which is virtually non-existent outside Khartoum. Among those who know it, there was some Image of being an exclusive cigarette for artistocrats and foreigner s. It was not seen as an alternative to B & H S.F. (d) Malaysia The brand has an ambivalent status, to some being seen as an exclusive and prestigious cigarette and to others as a cigarette for beginners and ladies. Rittle similarity was seen with 3 & H S.F. and it was not a brand that the Special Filter smoker would like to be seen with. (e) New Zealand 0 The brand has hiiy-h awareness and trial among B & H S.P. smokers, but nevertheless is seen as widely used. It is essential with all the undesirable characteristics of a law tar brand. The pack is seen as unattractive, dull and wishy-vashy. -P- CD CD Ln BATCo document for Legal Services: Health Canada 19 October 1999 -14- TABIZ 1 OVERALL PRY2739NCE RANKIWT 1. Brown/blue horizontal band. 2. Blue/white horizontal band. 3. Blue corner flwh. 0 4. Red corner flash. 5. Silver horizontal bands. 6. Orange horizontal bands. 7. Gold with soft gold vertical band. S. Soft gold with gold vertical band. 1 9. White pack with horizontal gDld stripes. '10. White pack with vertical gold band 11. Current park. CD CD Ln BATCo document for Legal Services : Health Canada 19 October 1999 -15- B. = PACK FOEACTIONS 1. White versus gold I There was a clear preference in all markets for a gold pack over a white park. The gold packkzing was seen to be more elegant and distinctive and to more clearly represent 3 8-, H. It was also less overtly a low tar presentation. 2. Gold pack preference Given equal weighting across all markets, the overall Preference between packs has been analysed as shown in Table 1 opposite. This brought the brown/blue horizontal brand pack to the fore as the preferred pack. However, having applied the analytical criteria for selection discussed previously, the blue/white horizontal band pack is in fact recommended as the best option since the brown/blue pack carries very little association with mildness. The white packs clearly emerW as the least preferred options. 3. PtLek criteria analysis 0 The packs have been analysed according to the criteria discussed previously and Chart Ii shows their relative positions on the grid. It is perhaps worth commenting that the scale variations between very vmak and very strong do not imply that the ideal position in each case is very C:) C:) (.n L-1 Ln BATCo document for Legal Services : Health Canada 19 October 1999 -16- CHART II M PACK SMDCTION CRITFRIA ALL PACKS Criteria Very strong Strong Neutral Week Very weak Special Filter Orange Red flash Beige White H. Current Silver Brown White V. Pack Gold Blue/white campatability Blue flash Distinctiveness Current Brown Red flash Beige Orange Silver 13lue/vhite Blue flash Gold White H. White V. Mild message Cu. rrent Blue/white Blue flash Orange Red flash White H. Silver Brown White V. Gold Beige Brand image Brown compatability Blue/white Orange Current Silver Blue flash Red flash Gold White H. Beige White V. Competitive Red flash Blue flash Blue/vhite Current low tar brand Brown Silver White H. standout Orange Gold White V. Beige CD C) BATCo document for Legal Services : Health Canada 19 October 1999 --U- strong. A pack that is extremely similar to 'the B & H S.F. pack is of course highly compatible. However if it can not be distinguished from Special Filter it will lose its value. Again, while it is necessary for the pack to have some association with mildness, the overall reaction of Special Pilter smokers has tended to be against products which have a very overt low tar message, since this in many caseB is associated either w~[th a confession of weakness or an image of feminity. 4. Individual packs (a) Brawn/blue horizontal band 0 Most preferred pack overall, seen as modern and stylish, but having no association with mildness. Seen as a possible replacement pack for B & H S.P. (b) Blue/white horizontal band Second most preferred pack seen as modern and stylish, but also giving indication of mildness through use of white band. The bands give visual clarity but underplay rather than stress the low tar association. (c) Red diagponal Clearly identified as B & H but also easily distinguishable. Red diagonal is assertive and eye-catchingo but also has associations of strength and is seen to vulgarise the brand. 4~:b CD CD Un L.4 --j BATCo document for Legal Services : Health Canada 19 October 1999 -is- (d) Blue diaimnal Clearly identifiable as B & H. 331m diagonal is less assertive than red, and also implies leSS strength. However diagonal does not aid brand image campatibilitv. (e) Orange horizontal bands This pack design prompted generally indifferent reactions, and was seen an anonymous rather than characterful. It was seen as cluite close and therefore campatible to the Special Filter pack design; however the orange bands detracted to some extent from the discreet classical pack appearance. The orange colour in itself was seen to clash with gold, and some respondents perceived the bands as tear strips. (f) Silver horizontal bands The silver band was seen as more indicative of mildness, and gave a marginally better image connotation to the pack. However it VMS seen to have poor colcur contrast with the gold base colour rendering it liable to easy confusion on the shelf with the parent brand. 0 (g) Gold with beige vertical The pack was seen as ccmplementary to the Special Filter pack, Vith appropriate image connotations. However the beige vertical stripe produced little colour contrast with the parent brand rendering this also liable to confusion with Special Filter. It also had no particular mild communications. C) C:> Vi CC) BATCo document for Legal Services : Health Canada 19 October 1999 -19- (h) Beigewith gold vertical The pack generates conMetirqg perceptions, while the base colour of beige promoted a clearer mild imaga it was also seen to distance it from B & H S.F. While it was Been as elegant by some, Tt was also thought weak, insipid and dull by the majority. (i) White Eack (horizontal g2ld stripe) This pack',vas preferred by many respondents to the current white pack. It was seen as marginally more stylish and distinctive. However, it was not thought to be recognisably Benson & Hedges, and suffered from the general antipathv to the white packs. (j) White rack (vertical gold strij)e) The pack was seen to have greater impact than the current pack, and to have a slightly stronger House identification. However, overall it was still seen to be distant from B & H S.F., to be no more elegant than the current pack, and to suffer the same antipathy to the white base colour. 0 CD CD BATCo document for Legal Services : Health Canada 19 October 1999 -20- C. NAME TEST Within the context of the pack test, respondents were wcposed to Special Mild and Extra Mild as alternative news for the brand. A clear preference emerged for Special Mild which was seen to associate with Special Filter and to imply superior quality. 7 Extra Mild emphasised the low tar aspect of the product and carried no particular positive connotations. Ultra Mild was incomprehensible to most non-native English speaking respondents. To English speakers, the word Ul-tra had some positive connotations; however, the associated concept of an even lower tar c1garette, overshadowed such connotations and put it outside the serious consideration of the majority of emoloers. 0 -j~:b CD CD BATCo document for Legal Services : Health Canada 19 October 1999 -21- D. COMINE REACTIONS Five copylines were tested in bath English mid Arabic forms where ap;ropriate. They were examined both as individual statements snd in association with the visual advertising material. -j In general the copylines did not ccmmand the same level of attention and interest as did the visual treatments and to obtain response often required extensive probing. Reactions were blurred by variations in ccmprehension and culture and while a winning line can be picked the choice is nothing like as clear cut as that found among the packs. I. "Discover the gold standard in low tar cigarettes" The double meanirk-, of the phrase was unappreciated outside the I&K., the "gold standard" being a less familiar concept. Nevertheless to many, "gold standard" canmunicated high quality and prestige. The word "discover" although an advertising cliche is sympathetic since it is an invitation rather than a demand to move to a low tar cigarette. 2. "Discover the Benson & Hedges taste in a low tar cigarette' This line appeared to be preferred overall, even though it had little intrinsic impact. In those marlmtB where B & H has a good reputation it made a positive explicit statement about Special Mild. To some respondents it lacked credibility since, taken too literally, it wan a version of the often made claim that a given law tar cigarette tastes like a middle tar brand CD I UI BATCo document for Legal Services Health Canada 19 October 1999 -22- 3. "The only mild cigarette I'd chanee to" This being a pure endorsement, it was judged primarily in the context of the illustration, which in most cases was not well received. The phrasing was seen to reinforce the attitude that low tar cigarettes are generally 71- undesirable, and could thus be interpreted as Special Mild is the best of a bad bunch. The line, being the most contentious in its interpretation was also the least preferred. 4. "Think low tar - Think B & H S.M." 0 Tended to produce polarised views, some respondents objecting to the directive element, and others seeing it as a Clear positive statement towards smoking low tar and smoldng B & H. In Arabic the form of the words used carried an impliction. of searching and tended to be interpreted as "the search for low tar leads you to B & Ell which appeared to work quite well and positively with Arab respondents. 5. I'B & H S.M. sets the standard for low tar cigarettes" Reactions tended to be neutral, the statement was perceived as simplistic and uninteresting. The line seemed to be most preferred by Malay respondents, although poor &glish speakers had difficulty in comprehending "standard" (or its Malay translation "Piamaill). I ->1. CD C) Uri BATCo document for Legal Services : Health Canada 19 October 1999 -23- E. ADVERTISING REACTIONS The current campaign for Special Mild seems to have had little Impact since with the possible exception of Malaysia there vas very little recall of any specific B & H S.M. advertising. A. Routes In the context of considering different approaches to Advertising a repositioned B & H S.M., I.B.M. and Ted Bates have identified 4 possible conceptual routes. These are: 1. "Discover gold theme" Advertising vhich leans heavilY on the current B & H S.F. campaign in its executional elements and its copy to promote the family theme of Special Filter and Special Mild. 2. "Thinking man theme" There are indications from some recent qualitative research, particularly in the Middle &at, that some low tar brands are basing their appeal on intellectual fashionability rather than a straight health related low tar message. Therefore a possible route is to try and ascribe such values to B & H S.M. 3. "Macho theme" The major problemp apart from product attributes that most low tar brands CD C:) appear to face is a user association with beginners, the veak-willed and (-n X21. BATCo document for Legal Services : Health Canada 19 October 1999 -24- women. A route that seeks to confront this problem is to present B & H S.M. as a very ma Wine brand. 4. "Quality theme" Given the poor product attribute image of low tar cigarettes among. most middle tar smokers, a possible approach is to build a strong quality association with the B & R S.M. brand which outweighs the ascribed category neg3tives. Five advertising treatments were produced for use in the research. These were: "Hero" "Journalist" "Venetian blind" "Sunrise/sunset" "Sailing" (See Appendix II for actual illustrations.) Since these treatments represented possible executions of differing concepts, the advertisements cannot be effectively judges on a pure scale of preference bias. The research in itself did not eliminate any of the particular conceptual routes since reactions were necessarily related to the executions. However one clear finding from the wide sampling of B & H S.F. smokers is that whatever the status of the brand in prestige tenns in particular markets, the Special Filter smoker has a self image of a masculine, seasoned smoker. Therefore to meet the brand objective of "offering the S.F. smoker a low tar alternative within the brand family such as to malm the switch easy", B & H S.M. advertising should aim to C) present a S.M. which will reinforce rather than degrade that self image. C) Ln BATCo document for Legal Services : Health Canada 19 October 1999 -25- B. nIreatments Reactions to the specific treatments were as follows: 1. "Hero" This treatment attempted to use the macho theme. Generally the reactions to the advertisement were negative. The figure portrayed was dissonant in varying ways to the different markets. To some extent the dissonance can be taken as positive, for in markets such as New Zealand and Malaysia respondents felt that such a rugged character could not be a Special Mild smoker. However the character in his clothing and his situation was dissonant in other ways. In Saudi he did not represent an aspirational character, while in Malaysia his apparent expensive lifestyle and sophistication distanced him frcm the everyday S.F. smoker. In Sudan, his solitude mas uncomfortable to a grepAriovs people. Overall, therefore, the advertisement did not seem to work well, and the contentious copyline served only to add further confusion and disbelief. 2. "Journalist" This treatment attempted to embine elements of the "thinking maIP and "macho" themes in an evocation of the literate adventurer- Overall, the treatment appeared dark, busyand cluttered. In New Zealand, the "Journalist" concept was understood but not easily identified with. C) In the other markets the illustration was confusing to most of the Ln .Jhb Lri BATCo document for Legal Services : Health Canada 19 October 1999 -26- resp:)ndents. The illustration did not relate easily to the copy line and evoked to many an alien situation of high pressure desk work, which ccmpELred unattractively with the moods of relaxation shown in other treatments. 3. "Venetian blind" With the exception of Saudi Arabia, this treatment canmunicated poorly. The use of venetian blinds in the I'discover" was not understood by the ,,majority, not noticed at all by others, and thought in the case of New Zealand to cheapen the image. The outstanding difference was found in Saudi Arabia, where the Parisian scene was recqgnised, and represented sophistication and freedom to the respondents. Where to many of the other respondents the execution was stark and cold, those in Saudi generally found it beautiful. As a location Paris ma also perceived as exotic and aspirational by respondents in Malaysia, but less so to those in New Zealand. Generally the execution appeared to fail to bring together an appreciation of both the "discovery" element and the ranantic sophisticated atmosphere of Paris. 4. ",Sunset/sunrisell This treatment prompted widely ranging views, dependent to some extent on the level of sophistication of the respondents. In general it was seen to be appealing through its use of colour and atmosphere to evoke a sooth-ng, relaxed scene of stillness and calmness. However the use of the large and small visuals was found confusing, and to some respondents distracting. While the exotic location was generally liked, the more sophisticated respondents found the idea to be somewhat hackneyed. (In contrast, for Un -r- CY% BATCo document for Legal Services : Health Canada 19 October 1999 -27- example, the Sudanese found the scene shown to be geographically familiar but nevertheless pleasing because it showed the most canfortable time of day: the coolness of either dawn or dusk.) 5. 'Tailing" Generally found to be the most appealing of the treatments tested, and to project an images suitable for a mild cigarette. The pale colours were in tune with mildness, and the imagery was fresh and clean (and mildly futuristic to the Sudanese). The open pack of cigarettes was found attractive to marW respondents. However this advertiament provoked little interest in Saudi Arabia or the Channel Islands because of Its overt mild associations. 1 0 APBAC 4- F‚bruary 1982 CD CD Ln --4 I BATCo document for Legal Services: Health Canada 19 October 1999 APMTDIX I - TEST PACKS 1. Benson & Hedges Special Filter - current pack. 2. Benson & Hedges Special Mild - current pack and white test pacIcs 3. '-Renson & Hedges Special Mild/Ultra Mild - gold test joacks. 4. Benson & Hedges Special Mild - reccmmended test pack. 0 CD CD Ln Co BATCo document for Legal Services : Health Canada 19 October 1999 sc T VA . C) CD U-I Ji~b BATCo document for Legal Services: Health Canada 19 October 1999 , ;,.-. , ., 1 111-4-1"073 . - '. 0,0 19t SMI, AZZWES BENSOW & HEMLrs -Ph. -75 VE Cn BATCo document for Legal Services : Health Canada 19 October 1999 CIO Vlila ca =APB ,7 Ln Ln BATCo document for Legal Services: Health Canada 19 October 1999 CD Ln (-n r%j BATCo document for Legal Services : Health Canada 19 October 1999 APFENDIX II - COFY LINM 1. English. 2. Arabic. 0 J::~6 C) Ln Ln I (.A BATCo document for Legal Services : Health Canada 19 October 1999 0 0 CL Discover the Benson & Hedges taste in a low tar cigarette. (D Discover the Gold Standard in low tar cigarettes. W 0) Think low tar. Think Benson and Hedges Special Mild. X 0 "The only mild cigarette I'd change to". 0 0 1~ Cr Sets the standard for low tar cigarettes. (0 W vs~ I I I 00P 4b nt I 1 40 A 4b 40 CD Lri Ln BATCo document for Legal Services : Health Canada 19 October 1999 APP M IX III - ADVFRTISING TREATMENTS 1. "Hero" 2. "Journalist" 3. "Venetian Blind" 4. "Sunset/sunrise" 5. "Sailing" 0 BATCo document for Legal Services: Health Canada 19 October 1999 ILA_ WN J POW V-'r Benson&Hedges -Special Mild CD f . 1310'b Created and Bens& Hed Ln VI --4 BATCo document for Legal Services : Health Canada 19 October 1999 'Think low tar. Benson and Hedges SpecW M IT r 4- - " I 11 ; I ) if -, .-,A tam 0 wi ,9P A;,t 1**---. creatcd'Xid perfected C) by the I louse of Benson & Hedges Ln Ln co BATCo document for Legal Services: Health Canada 19 October 1999 . "711 Ir i OjAr or Ist), Discover the Benson & Hedges taste in a low tar cigarette. Benson & Hedges Sped al Mild CrcMudantf pt.-rfuL:tvkI by I fie I (,f Benv)i &I Ig," I let C) d LYI BATCo document for Legal Services Health Canada 19 October 1999 4". 01 aim Discover the Gold Standard in low tar cigarettes. Benson & Hedges Special Mild a wav .00 -RA - "I -Ar 'Ask. U'R-AICLI Alld It'll ll~ 01C] 1()1)',12 (If BIL'tP-AIII& Ln CY*.- C) BATCo document for Legal Services : Health Canada 19 October 1999 BENSON & HEDGES N, W. L; SRK ".4 7, .2 0. AI f.-; .- i4~ ~.- I.- I , i . . .. 0- - .rI et 1.44, 9 - rIq d for Sets the standar iowtarctumfim Created and perfected by the House of Benson & Hedges CD Un BATCo document for Legal Services Health Canada 19 October 1999 4~ MU LL- Ln BATCo document for Legal Services Health Canada 19 October 1999 t I I i .9::,. C:) C7% (-r4 BATCo document for Legal Services Health Canada 19 October 1999